Book Publishers Association of Alberta

Fewer Canadians than ever are lacing up skates, swimming lengths at the pool, practicing their curve ball, and experiencing the thrill of competition. However, despite a decline in active participation, Canadians spend enormous amounts of time and money on sports, as fans and followers of sporting events and sports culture. Never has media coverage of sports been more exhaustive, and never has it been more driven by commercial interests and the need to fuel consumerism, on which corporate profits depend. The power plays now occurring in the arena of sports are by no means solely a matter of money, however. At issue as well in the media capture of sports are the values that inform our daily lives, the physical and emotional health of the population, and the symbols so long central to a sense of Canadian identity.