A/HRC/27/58 respect for human rights and hence contributes to their promotion. The media has an important role in demonstrating the clear benefits of sport, not only in the area of health, but regarding social cohesion.54 Cooperation between the public and the media’s role in the protection of human rights is at a very high level. Media gives a fair coverage of every violation of the rights of athletes and also broadcasts programmes to educate people.55 The media as an influential actor spreads social responsibility through sport and promotes massive social mobilization as regards its practice. It is argued that sports event should thus be covered by more television channels and national newspapers. In this way, they would be able to highlight the requirements for a culture of peace, such as fair game, cooperation and respect for the opponent.56 Media can strengthen human rights through the exposure of all levels of sport, moderating obsession and highlighting minority sports, sports played by women, and sports performed by persons with disabilities.57 48. Spreading knowledge about physical fitness, broadcasting sporting events and reporting on public figures in sports encourages viewers to appreciate high-level matches and sportsmanship. Disseminating knowledge of sports and the Olympic Games helps enhance cooperation, the understanding of friendship and enterprising spirit. It is important to work to improve friendship and communication between athletes and trainers from different countries or regions. Launching advertising campaigns to promote human rights, sometimes with the assistance of star athletes, is intended to raise awareness in society, to increase accessibility and to encourage greater inclusion of disadvantaged groups.58 Some programmes do this by hosting members of the public and jurists who condemn cases of racial discrimination or intolerance, whether by athletes, judges, or audiences, in order to raise the level of awareness of human rights among the public.59 49. The media play a very important role in the promotion and popularization of sport, and in shaping the needs of the population with regard to everyday sport practices and healthy living. It is the media which have made possible the globalization of sports. They act as an amplifier for actions and sports policies, both positive and negative, and have therefore become a powerful tool both for and against the promotion of human rights through sport.60 The media aims to encourage governments to impose more transparency and accountability in the sports system. The media also expose human rights violations, provide an arena for different voices to be heard and offer a significant opportunity for the promotion of peace through sports and the Olympics and play a vital role in the creation of a friendlier society and more peaceful world.61 50. The media have made sport attractive to business, thereby turning it into a huge industry and helping to launch new mass sport trends. The modern media promotes outstanding sportsmen, provides funding, and fulfils humanitarian, educational and other support objectives. 51. Misleading and false information can have an adverse effect on the promotion of human rights in sport. Incorrect information often circulates in certain countries, where athletes and fans may take it for fact. This could give rise to violence and infringe the rights 54 55 56 57 58 59 60 61 12 Response of Argentina. Response of Azerbaijan. Response of Guatemala. Response of Children 1st. Response of RAMH – Recovery across Mental Health. Response of Saudi Arabia. Response of Spain. Response of RFYN – Religious Freedom Youth Network, India.