Practices of media support: Everyday experience and audience innovation

Media sport has a long history as a significant site of media innovation, and existing work in media and cultural studies has explored how media sport, technological innovation and regulatory frameworks interact. However, this work often focuses on how major actors such as broadcasting organisations, sporting bodies and telecommunications companies mediate sport. As a complementary strategy to this top-down analysis, we approach media sport through the lens of practice, which allows us to understand everyday forms of engagement with, and consumption of, media sport in a clearer fashion. The article analyses existing policy discourses and social commentaries centred on the targeted high-quality or high-tech technological innovation, and argues that users of sports media are also motivated by series of cultural rewards and varied tradeoffs that do not map neatly onto industrial categories of quality or media consumption trends