Managing the media: The changing relationship between football managers and the media.

This article examines how the relationship between the media and football managers has evolved over the twentieth century. In particular, it argues that before the late 1960s, the print media largely shaped perceptions of managers but after this period, television became the dominant medium in framing their image. In a wider context, this relationship has reflected changes in the media as well as mirroring football’s association with it. The transformation of football managers into celebrities, for example, has reflected the so-called ‘tabloidization’ process of the media. Not only have tabloid newspapers gone ‘downmarket’ but also both quality broadsheet papers and television broadcasters have ‘dumbed down’. The article highlights not only how the changing role of the manager has been partly due to changes in the media industry but also the impact managers themselves have had on media developments.