World Series, NBA Finals, Final Four, Super Bowl, National Championship, College World Series, The Masters, these are the ultimate competitive goals for athletes and fans alike . America loves watching these highly competitive sporting events. From ancient times to the present day, sport has always been part of the structure of our society. Starting with Native American athletes “who competed for religious, medicinal, and gambling purposes,” sports old and new have continued to change and evolve in the culture of our society (“Sports”). The sport has advanced and changed over the years in both positive and controversial ways, not only in its rules but in the attention paid to it by society. Increasingly, sports have become a common factor that American culture can relate to, regardless of gender, age, or ethnicity. Indeed, sport is part of the threads that make up our society. Sports in the past were simply competitive activities rooted in heroism and romance (Cashmore 3). Sports activities today, however, have no such innocence or simplicity. Currently in America, the activities that make up our sports culture are not just the competitive events themselves, but the processes and issues that underlie and surround them. Intertwined in our sporting culture is the gigantic business of mass broadcasting. Sports media has had advantages and disadvantages, truth and falsehood in the world of sports culture. A negative atmosphere is felt when the media shapes their viewers' perceptions of athletes by portraying them negatively or unappreciated based on racial or gender stereotypes. One such group that the media tends to misrepresent is female athletes. Female athletes tend to get less media coverage than men. Many times......middle of paper......net, July 28, 2011. Web. March 20, 2012.Remember the Titans. Director Boaz Yakin. 2000. Film.Rick, Burton. "Backtalk; from Hearst to Stern: the making of an industry over the course of a century." New York Times December 19, 1999: 11. Academic research completed. Network. March 20, 2012.Scott, David. "Touched by greatness." Sports in America. 2nd ed. vol. 73. New York: H. W. Wilson, 2001. 105-25. Print.Sharma, Shailendra. “The Effect of the Media on Athletes' Perceptions of Gender and Race.” The Sports Digest. 2002. Network. February 15, 2012. "Sports": Dictionary of American History." Dictionary of American History. Web."Steroids." News. March 21, 2012. Web. March 21, 2012. "Theodore Roosevelt Association." About Theodore Roosevelt: President and more, from Theodore Roosevelt Association.. Np, nd Web. 16 April 2012. Wilson, Logan. Interview by Randall Robertson. Telephone interview 15 April. 2012.