The Role of the Media in the Development of Sporting Values

Abstract

Sport is a social phenomenon. Beyond its educational and cultural aspects, it captivates the public, attracts sponsors, and serves as a foundation for numerous economic activities. Sport is a major topic for the media. Sport's partners also have a responsibility, aligned with their interests, to contribute through their actions to preserving and promoting the spirit of sport and its values. Ultimately, sport's partners share the same ethical responsibility as institutions and stakeholders. It is therefore incumbent upon them, within their own framework and according to their own rules, to adopt an attitude consistent with the support they provide to sport or with the benefits sport brings to them. The role of the media is crucial in this regard.