MDA20011 Sports/ Advertising/ Media

Unit code: MDA30001

Duration: 1 Teaching Period

Contact hours: Recommended 8 hours of study per week

About this unit

This unit explores the relationship between media and society through close analysis of two of the major components of that relationship, advertising and sport. Students will gain an understanding of the ways in which sport and advertising function, how they operate in the broader context of television, and the ways in which they impact on ideas of gender, audience and merchandising. The unit will equip students with the tools necessary for media analysis and will provide them with the opportunity to analyse a media advertising campaign.


  • The Network Society
  • History and Practice of Media Advertising
  • Decoding Media Advertising
  • Gender and Media Advertising
  • Media Merchandising
  • Mediating Sport
  • Sport, Media Advertising and Audience
  • Sport, Media and Nation
  • Television as Popular Philosophy
  • Television and Audience
  • Global Media Cultures
  • Media and Society

The unit draws together theory and practice to consider the following topics and issues:

  • Relevant critical and cultural theories as part of understanding media, advertising, sport and society;
  • The role of media, advertising and sport as a dominant modes of communication in society;
  • Media and gender;
  • Decoding advertising;
  • The cultural implications of advertising, merchandising, television and sport;
  • Understanding how the media, advertising and sport acts as conduits for communication practices.