n Media Tenor SA Research Journal - Sport in media a reflection of importance? : analysis of sport coverage in news and business sections of selected SA media : January - December 2002




Extracted from text ... South Africans are mad about sport. Even when faced with cultural differences and seemingly insurmountable problems, it has long been a unifying factor and a rallying point for the nation. Previously, sport types were easily categorised along racial lines, but this distinction has blurred as our democracy comes of age. Advertisements before and during the Cricket World Cup 2003, recently hosted in South Africa, underlined the embedding of sport within the South African society. An advertisement run by Standard Bank, with the title 'ONE TEAM, 42 MILLION SUPPORTERS' focused specifically on this notion. The advert uses people from different South ..


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