Sports and Society: Impact of Sport on Cultural Beliefs - Coursework Example

Outline I. Identification of Thesis ment and Purpose of Essay Sporting activities can generate changes in society and enhance the human condition; both physically and mentally. II. Sports and Gender Identification/Stereotype Changes III. Sports Creating Social Desire to Achieve Fitness IV. Creating Nationalism and Patriotism V. Sports Creating Local and International Camaraderie VI. Self-Actualization as an Outcome of Sporting VII. Transforming Career-Minded Achievers through Sports VIII. Reference Groups Molding Social Desire for Sports IX. Conclusion Your Name Here Your Class Here Your Instructor Here Date Here Sports and Society: Impact of Sport on Cultural Beliefs Contemporary social values can often be linked to sports, both in terms of the tangible activities of performing the game as well as the media frenzies which follow sporting events and sports merchandise marketing. Traditionalist viewpoints surrounding sports might consider the activities to be nothing more than players on a designated playing field or arena, striving to perform to their own physical expectations. However, add a captive audience which bears witness to excellence in football or baseball (as two relevant examples) and it becomes a likely assessment that the fulfillment of human psychological needs occurs when both the player and the audience participant perceives sporting victory. This suggests that sports, when considered from a social perspective, create unique perceptions within modern society which add enhanced value to the significance of sports. In essence, sporting activities can generate changes in society and enhance the human condition; both physically and mentally. The first important reality of sports and its impact on culture can be viewed in its relationship to gender identification and the acceptability of masculinity versus femininity. In modern society, the general belief is that emotional expressiveness and physical touch are most closely associated with the feminine persona (Henslin, 78-79). Thus, it is a basic reality of culture that many men stifle their emotions to avoid being embarrassed by social stereotypes regarding emotional expressiveness. Sports, however, provide a forum in which male bonding, in the form of tangible or physical expressiveness, is an acceptable practice (Henslin). It is relatively common knowledge in society that failure to express emotional needs, whether male or female, can lead to long-term psychological damage (Weiten & Lloyd, 201). With this in mind, focusing primarily on the needs of the male sports player, the occurrence of male camaraderie and victorious celebration on the playing field is, at the same time, celebrated by captivated fans. This represents that sporting events maintain the ability to, at least temporarily, alter the gender stereotypes regarding the acceptability of male emotional expression, a significant catalyst of social change. Sporting events, especially those which require rigorous physical activity, have also been linked to changes in the human condition in relation to establishing the psychological desire for fitness (Morris & Maisto, 8). The vast majority of athletic performers are in peak or near-peak physical condition, with many of these athletes landing well-publicized roles in sports-related product marketing campaigns. This type of marketing has grown significantly since 1990, with companies such a Nike which developed its “Just Do It” campaign in the 1990’s, leading to increased social awareness of physical fitness (Boone & Kurtz, 214). Many of these marketing campaigns, in addition, utilize sleek and rather attractive sports players, likely aiding in creating the social desire to explore fitness in response to the sports player in the advertisements. Especially in America, where it is commonly known that obesity rates are alarmingly high, utilizing sports as a tool to improve fitness represents an instrument to initiate wide-scale changes in human health, thus a shift in culture beliefs from indulgence to responsible living. It may appear to be somewhat outlandish to suggest that sports actually maintain the ability to improve health and fitness across the country, however there is mounting evidence linking successful global sports marketing to increases in gymnasium memberships and enrollment in physical fitness activities (Kalvin). Many companies or associations linked with sporting events establish marketing partnerships with local or regional fitness centers in an attempt to not only boost profit margins, but instill fitness into the social consciousness. Establishing a sense of nationalism and patriotism, as an outcome of the existence of sports, is yet another example of how sports impact cultural beliefs. Especially in modern society, with the advent of technological breakthroughs allowing for global broadcast of sporting events, game play utilizing global competitors allows other nations to witness the values of another society. Consider a hypothetical scenario: China establishes a football team known as the Peking Packers, creating an instantaneous global sensation. With the use of clever marketing tactics, a global audience, and the thrill of challenging a new sports competitor, sudden and spontaneous national pride can be the outcome. In lieu of war and violence, social misconceptions and misgivings about another nation can be worked out through harmless physical sporting recreation. Such events would spotlight previously-unknown athletes from across the globe, creating the opportunity for a cultural exchange as individuals travel the globe to witness the next global sporting phenomenon. Such a scenario would maintain the potential to radically alter national misconceptions and create a new network by which differing societies can find their initial common ground in relation to global camaraderie. In similar relationship to the notion of camaraderie on the playing field, low-profile sports, such as local softball or baseball tournaments, maintain the potential to bring communities together, thus enhancing life for all willing participants. Society is often witness to local sporting celebrities who are spotlighted in local publications for scoring the proverbial miracle feat of athletic prowess. When a local school or sporting association finds sudden victory after an agonizing history of defeat, it creates a sense of social unity as people get out to root and cheer for the home team. It is a likely assumption that during these times of local togetherness and camaraderie, the cheerleaders have more spring in their step, parents of athletes shout louder to support their son or daughter, and trivial disputes take the proverbial back burner to the thrill of potential local victories. In a local society where relationships are strained or economic downturns have caused frustration or generic depression, sporting can serve as a relatively inexpensive forum for community empathy and togetherness. In essence, sporting events create an escape, thus fulfilling psychological needs for comfort and belonging, thus enhancing local relationships. Another interesting social phenomenon associated with sporting is the activity’s ability to foster the desire to excel and become the best human being an individual can achieve, thus giving an individual a goal to work toward. This phenomenon is referred to as self-actualization, which, broadly defined, is the apex of human achievement and the fulfillment of one’s own talents (Morris & Maisto). Achieving the self-actualized tier of human development involves practice, diligence, perseverance, and focus toward the task or goal at hand. Sports, generically, based on their rigorous rules and structures of game play, reinforce all of these same characteristics as a method to improve player performance. Thus, it might be said that individuals who witness their favorite sports celebrities achieve victory through practice and focus will be driven to succeed in the same capacity as fulfillment of their personal desires. Consider a child who is drawn to football from an early age. This child dreams of sports glory and the thrill of victory over competition. For years, this child works diligently to build his or her physique, improve physical stamina, and remains focused on becoming a football player. Whether or not this particular child actually grows up to see their dreams fulfilled as a sports celebrity, in this instance sporting was utilized as a model by which this child molded their aspirations and learned focus and determination, two valuable skills for a healthy adult lifestyle. Without the existence of this aspiration, this same child may have never learned discipline or had a dream to work toward, thus giving society an adult who is unable to contribute effectively to the social condition. Modern business curriculums often teach that team-working and networking are two crucial skills necessary to succeed in the business environment (Nickels, McHugh & McHugh, 7; Gomez-Mejia, Balkin & Cardy, 87). This tends to suggest that social and people skills are two of the most essential attributes necessary to find success as a career-minded adult. However, despite these necessary skills, modern school curriculums likely have to sacrifice social development courses simply to satisfy the demands of the school in relation to learning. With this in mind, sports, by basic design, create the opportunity to communicate, socialize, and learn team camaraderie during the activity of winning the game and following game play rules. American society remains focused on measuring success with career ambitions, thus participation in sports maintains the ability to develop the skills necessary to assist in job achievement and career advancement. In a situation where school curriculums fail to provide enhanced social skills, sporting events can build this potential, creating a competent businessperson or leader who might not have existed without sports interventions. Finally, sports and sports participation can even impact social viewpoints regarding politics. President Bill Clinton publicly enjoyed golfing, while President Theodore Roosevelt utilized sports to craft a strong physique and captivate American citizens through athletic prowess, suggesting that athletic ability is a prerequisite for effective governmental leadership (Publisher’s Weekly, 43). With this assumption in mind, sports and athletics, when endorsed by high-profile leadership, creates the social impression that sporting is a worthwhile and acceptable past-time, enhancing social beliefs through reference groups, or people who others look toward for guidance in their own behaviors, conduct, and values (Boone & Kurtz, 154). Because the presidency has long been associated with success, respect, and achievement, when leaders publicly emphasize the importance or thrill of sporting activity, it impacts the beliefs of others who are prone to mold their lifestyles around reference groups (or reference celebrities). There is likely a vast variety of differing methods by which sports can enhance or change cultural beliefs, however it is clear that some of the largest cultural impacts stem from the emotional or physical connection which people feel for sporting activities. Participating in sports creates a more driven and socially adaptable individual through team-working activities and social networking which occurs through generic game play and interaction. Using reference groups or marketing celebrities as a means to aspire to something greater than themselves is yet another cultural advantage in relationship to using sports or sporting-related media to build more competent citizens with integrity and a stern desire to succeed. Even the reality of global technological communications assists in allowing sports to become a global cultural phenomenon, potentially breaking down barriers of international distrust through the challenge of cross-cultural competition. With all of these recognitions in mind, it might be a reasonable recommendation for today’s society to adorn themselves in their football jerseys, polish up their baseball cleats, and vault themselves onto the parallel bars so as to become a more well-rounded person. Sports changes minds and brings communities together, a win-win scenario for societies desperately searching for methods to promote cultural changes. Works Cited Henslin, James M.. Sociology: A Down to Earth Approach. 6th ed. Boston: A & B Publishing, 2003. Weiten, Wayne, and Margaret Lloyd. Psychology Applied to Modern Life. 7th ed. United States: Thomson Wadsworth, 2005. Morris, Charles, and Albert Maisto. Psychology: An Introduction. 12th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2005. Boone, A., and Kurtz, D. Contemporary Marketing. 12th ed. Thomson South-Western, 2006. Kalvin, Roberto. Sports Marketing: A 21st Century Perspective. 2nd ed. United States: Thomson Wadsworth, 2004. Nickels, W., James McHugh, and Susan McHugh. Understanding Business. 7th ed. McGraw Hill Irwin, 2005. Gomez-Mejia, Luis R., D. Balkin & R. Cardy. Management: People, Performance, Change. 2nd ed. McGraw Hill Irwin, 2005. Publisher’s Weekly. The Games Presidents Play: Sports and the Presidency. Vol. 253, Iss. 31, New York: 2006. Annotated Bibliography Henslin, James M.. Sociology: A Down to Earth Approach. 6th ed. Boston: A & B Publishing, 2003. James Henslin’s book describes the basic elements of sociology, relating cultural realism with the events of modern society in order to understand what drives the human condition. This book describes a wide variety of theoretical positions, offering substance regarding the social value of sporting from the gender perspective. Weiten, Wayne, and Margaret Lloyd. Psychology Applied to Modern Life. 7th ed. United States: Thomson Wadsworth, 2005. This academic learning tool describes lessons in psychological theory, pertaining to subjects from cultural beliefs to emotional intelligence and awareness. This book touches on the psychological problems stemming from unhealthy coping behaviors, relating issues such as stress and gender identification to lifestyle. Morris, Charles, and Albert Maisto. Psychology: An Introduction. 12th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2005. A basic prerequisite for the field of psychological studies, offering a brief portion of its textbook learning to understanding sports psychology and fitness studies. Boone, A., and Kurtz, D. Contemporary Marketing. 12th ed. Thomson South-Western, 2006. Focusing on marketing theories, this book highlights different marketing aspects, touching widely on sports marketing and companies associated with sporting activities. This book describes consumer behavior and the notion of the modern reference group, linking human behavior, cultural values, and beliefs to successful (or unsuccessful) marketing tactics. Kalvin, Roberto. Sports Marketing: A 21st Century Perspective. 2nd ed. United States: Thomson Wadsworth, 2004. Devoted entirely to sports and the impact of marketing on the sale of sports merchandise, memorabilia, and other miscellaneous sporting products, this book highlights how sports marketing impacts not only the game itself, but other inter-connected business and cultural entities as well. This book spotlights several well-known companies who have managed to create social phenomenon through aggressive and well-publicized sports marketing efforts. Nickels, W., James McHugh, and Susan McHugh. Understanding Business. 7th ed. McGraw Hill Irwin, 2005. Discussing only business related theory, this book describes the elements of a successful businessperson in contemporary society, as related to human social networking and generic professionalism. Gomez-Mejia, Luis R., D. Balkin & R. Cardy. Management: People, Performance, Change. 2nd ed. McGraw Hill Irwin, 2005. This book highlights methods available for modern managers to instill changes in organizational culture and highlights the psychological needs of today’s modern employee, comparing psychological studies to practical business environments. This book highlights the importance of social networking as a tool for business and managerial success. Publisher’s Weekly. The Games Presidents Play: Sports and the Presidency. Vol. 253, Iss. 31, New York: 2006. Designed to focus on various presidents throughout the 18th-21st Century, this article spotlights the different sporting activities made famous or more common through Presidential intervention and participation in sports. The article reinforces how political and cultural changes can occur simply through a high-profile reference group promoting sporting and fitness. Read More