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Abstract
The purpose of this study is to examine the influence of media and technology on the commodification of university sports in the University of Benin, Benin City. A descriptive survey research design was employed.
Five (5) research questions were formulated to elicit responses from undergraduates in this study. One hundred (100) questionnaires made of 25 items were administered to the respondents. The data was collected with questionnaires and analyzed statistically using the simple percentage (%). The statistical result proved all the research questions positively true as majority responded positively to the carefully drawn questionnaire.
Findings of the Study revealed that there is a relationship between university sports and the media,there are benefits of using the media and technology for the commodification of university sports. It also revealed that different media outlets frame university athletes and their experiences in different ways.Technology plays a significant role in promoting accessibility and inclusivity in university sports and the ethical implications of treating athletes as commodities and prioritizing entertainment value over their well-being.
It was recommended that ethical reporting practices be adopted. Athlete well-being and dignity should be prioritized,and education and accessibility initiatives implemented.collaborative and regular research were also recommended
