The Role of Media Storytelling and Narrative Building in Modern Sports

Abstract

Media storytelling plays a crucial role in shaping public perceptions of sports, athletes, and major sporting events. Through compelling narratives, the media constructs heroes, rivalries, and dramatic moments that captivate audiences and elevate the cultural significance of sports. The way stories are framed—whether highlighting an athlete’s resilience, a team’s underdog journey, or the socio-political impact of a sporting event—directly influences fan engagement, sponsorships, and even policy decisions. This paper explores how media storytelling and narrative building impact sports journalism, audience perceptions, and athlete branding. It also examines ethical considerations in sports storytelling, including bias, sensationalism, and the responsibility of journalists in maintaining factual integrity. By analysing case studies from global sports events, this research provides insights into how media narratives shape the way sports are consumed and remembered.