XSIQ
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Physical Education - Intrinsic/extrinsic influences on fitness attitudes
- the media

Media

* The media is a very powerful tool in influencing our attitudes toward
fitness because it is so diverse. Campaigns, such as, are all successful,
largely due to the media. They have a direct impact on the community.

* The media now covers a wider range of sports that have benefited from
the increased publicity and attention - eg. basketball.

* Unfortunately, there is an uneven coverage of male and female sports.
We see sex role stereotyping and many female sports using 'sex' to appeal
to spectators (eg. female basketball, hockey and beach volleyball uniforms
which are now skin tight lycra).

* Unfortunately, the advertisements of products such as alcohol and
smoking often use sport as a medium to advertise. This is now limited in
terms of the medium they can advertise in.

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