The Role of Media in Shaping Attitudes towards Indian Sports

Abstract

This paper explores the multifaceted influence of media on Indian sports, examining how media coverage, representation, and narrative framing impact both the athletes and the audience. The research highlights the media’s role in elevating certain sports, athletes, and events, while at times perpetuating biases, whether based on gender, region, or sport type. By analyzing case studies of prominent sports like cricket, badminton, and emerging disciplines, the paper underscores the transformative potential of media in fostering national pride, influencing sponsorship deals, and driving fan engagement. Furthermore, it considers the media's power in driving policy changes and increasing investment in sports infrastructure. The study also addresses challenges, such as the commercialization of sports content, the limited attention given to non-mainstream sports, and the portrayal of athletes in a stereotypical light. Overall, this paper presents a comprehensive overview of the media's critical role in the evolution of sports culture in India, offering insights into how future media strategies can further promote a diverse and inclusive sports ecosystem.