12 Gender and Race
We have discussed at length how sports media continue to evolve on a variety of levels. Some of this evolution is economic, as media outlets look for new revenue models and streams in a changing industry environment. As large media companies search for ways to stay competitive, they are increasingly turning to niche or targeted sports audiences. Another part of the evolution is technological, as new media platforms, such as digital radio and satellite, continue to emerge. In a cultural sense, as society continues to change and evolve, so do the sports media.
But perhaps the most significant changes are taking place on a human scale. Once exclusively the province of white males, sports media have slowly started to accept women ...
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