Sport, Media and Culture

Sport, media and culture is a degree that investigates sport as one of the most significant phenomena in contemporary society. Sport is not simply entertainment: it is a major industry, a vehicle for national identity and political ambition, a subject of intense media interest and a site where questions of gender, race, class, sexuality and disability are played out and contested. At the same time, the media industries that represent sport have been transformed by digital distribution, social platforms and direct-to-consumer streaming, creating new kinds of sports journalism, fan engagement and brand communication.

At Swansea University, the three-year full-time BA offers a blend of critical theory and hands-on experience, developing your ability to analyse sport in its cultural and political dimensions while also building practical skills in journalism, public relations, digital media production and film. You will study the sociology and politics of sport, sports media theory, broadcast journalism, digital content creation and the communications strategies used by sports organisations, clubs and governing bodies. The combination of analytical and practical skills is designed to produce graduates who can both understand the sports media landscape and contribute to it professionally.

Swansea's location in south Wales, with its rich sporting heritage in rugby, football and athletics, provides an interesting local context for the global questions the degree addresses. The university's facilities and links with Welsh sport and media organisations support the practical dimensions of the programme.

Graduates work in sports journalism, sports broadcasting, digital media, public relations and communications for sports organisations, sports marketing, event management and community sport development. Postgraduate study in journalism, sports studies, media or communications is a natural continuation for those who want to specialise further.