Module D: Lesson 2Grade 11 Active, Healthy

Lifestyles

Participation in sport is vital to society.• Canadians love sport.

Gives them pleasure Helps define who we are. Contributes to our

identity as Canadians. 8 million people in

2004 were involved in sport in Canada.• Volunteers, Attendees

ect.• 50% of population,

with 55% being adults.

Many unaware how sport affects us.• Directly and Indirectly

Sport changes us as individuals and communities.• Eg. Enhance skills,

health Affects our economy

• Eg. Creating jobs Contributes to

shaping our culture and national identities.

• Connectedness of SportPrint media

• Electronic media

• Sport, sport media, large corporations and business are all linked– Educate consumers (history, players, strategies = armchair

experts)– Create excitement (upcoming events, avid consumers, sig. game)– Create emotional attachments (focus on athletes with injury)– Provide a form of recreation and entertainment (great value in

relieving stress)– Relate stories on social concerns• Racial discrimination and inequities (player positions, team names-logos)• Sport economics (profits, salaries, endorsements)• Gender inequities (salaries, opportunity)• Sport ethics (cheating, fighting, gambling)• Technological advancements (equipment)• Substance use and abuse (steroids, alcohol)

• You are in charge of securing advertising for the sports section of a major newspaper. What products or businesses would be included in this section?

• Compare your list with what is actually advertised in the sports section of a major newspaper.

• Which products match?• Were there any surprises?

Sport engages the physical and mental abilities

Sport experiences generate a range of complex meanings that are shaped by many factors

Examine the connections between sport and issues!

Choose an issue that affects sport participation and development

Identify challenges/barriers and successes

Present ideas• Use a web diagram or mind map to identify

challenges/barriers and successes for your chosen issue.

• Special Olympics• Paralympic Games• Aboriginal sport participation• Gender equity in sport• Physical activity and sport for older

adults• Politics and sport• Technology in sport• Sport as business

• Kennedy Foundation in Washington, DC promoted international games for individuals who were intellectually challenged

• Dr. Frank Hayden (Cdn. researcher)• Special Olympic Games were initiated in

1968 (United States and Canada)• Events were later added for athletes who

were physically challenged• Special Olympic Games is the second largest

international event.• Testing proved that theses athletes were

among the fitness elite, when compared to others.

• Athletes with disabilities were included in the Olympic Games for the first time in Rome in 1960

• 6 different groups with disabilities are involved– 400 athletes from 23 countries in Rome in 1960– 3806 athletes from 136 countries in Athens in

2004• Paralympics and the Olympic Games are

both held in the same year and in the same location• Came in 2001.

Aboriginal Sport Circle (1995)• First Nations, Inuit, and Métis peoples• Created in response to the need for more

accessible and equitable sport and recreation opportunities

Every 4 years competitive games are held between Aboriginals including indigenous games and demonstrations• Arm pull, and high kicking are ex. of demo’s.

• No women took part in the first modern Olympic Games in 1896

• 26th Olympic Games (1996) in Atlanta– 97 of the 271 events were open to women– 3626 of the 10 629 athletes were women– 307 Canadian athletes: 154 were women and 153 were

men• Significant events that have ultimately changed

the social view of women in sport include– Women’s movements of the 1950s and 1960s– Creation of the National Organization for Women and the

Canadian Association for Advancement of Women and Sport and Physical Activity

– Passing of U.S. legislation called Title IX in 1972 prohibiting gender discrimination.

Aging is inevitable and the process cannot be stopped.

Possible to slow the loss of physiological and physical functions through exercise and sport

Canadian Centre for Activity and Aging

Canada Senior Games• National competition seniors 55+

The Canadian Sport Policy• Represents the shared vision and goals of

14 governmental jurisdictions for sport for the period 2002 to 2012 and challenges the sport community to share in their achievement

• Enhanced Participation• Enhanced Excellence• Enhanced Capacity • Enhanced Interaction

Governments play a key role in protecting our human rights. • 1960 Bill of Rights• 1982 Canadian Charter of Rights and

Freedoms Human Rights Commission to ensure

that their rights are respected• Human Rights Appeal

Case: Hockey

• Venue for the promotion of social values– Enhance personal growth and development– Develop life skills (time management)– Strive for excellence and success– Experience change in socioeconomic status– Contribute to and benefit from teamwork and

team cohesion• Champion athletes use celebrity to

bring attention to inequities, injustices, and other causes (Magic Johnson)

• Inspire national pride and unite a nation

• New sport products are continually being developed– Sportswear, court and field surfaces, equipment, fabrics

and materials– Safety, increased speed of movement and improved

performance– Is this always good? (NHL = concussions)

• Product innovations – Easier for beginners– Assisted top-level athletes to reach superior performances– Eased transitions (individual to team and recreational to

competitive)• Sport-specific training regimes • Advances in understanding how the body reacts

to physiological/psychological stress and improved rehabilitation methodology/technology

• Big business• More individuals participate in sport than in any

other singular human endeavour• More money is spent on physical activity and

sportswear, admission fees, salaries, equipment and facilities than on any other area of concern (exception of health care)

• Sport involvement– Contributes to the fitness level of the nation– Serves as a major form of entertainment– Contributes to personal and national pride– Provides employment for thousands of individuals– Results in the construction of superior facilities– Contributes significantly to the gross national product

• Specific business aspects of sport include– Investment income (Winnipeg Blue Bombers)– Ticket sales (Winnipeg Jets one of the highest ticket $ in the NHL)– Facility revenue (Most of the sales at MTS Center go to the Jets)– Media revenue (Jets TSN)– Licensing fees (PPV)– Team merchandise (Jersey’s)– Naming rights (True North Sports bought the rights to use the Jets

name.)– Player revenue through endorsements (Tiger Woods for the Buick)

• Select one of the topics listed above and research its impact on a specific sport, using information from newspapers, magazines, or web-based articles.

• Write a report on their selected research topic:– State the sport and social issue – Provide background on why it is an issue– Explain how the issue was/is being addressed through sport and/or the

business of sport

• Predict the salaries and identify any endorsement deals for different key athletes: – Tiger Woods (golf) – LeBron James (basketball) – Lionel Messi(soccer) – Vincent Lecalavier (hockey) – Cindy Klassen (speed skating)

• Compare correct statistics for comparison.

• What is the impact of player endorsement deals on society?