Introduction
Sports media plays a crucial role in shaping the public perceptions of athletes, sports, and the audience in general. The media representation of sports can often reinforce certain social stereotypes and prejudices based on nationality, race, and gender. It is, therefore, crucial to analyze sports media through a critical discourse analysis (CDA) lens and sports media theory to help the general public understand how the representations affect society’s more significant cultural and social status.
The essay aims to analyze two media articles and a video to help demonstrate how sports media theory, specifically CDA, can be helpful in critiquing mainstream media articles related to sports. The analysis also aims to analyze the ideological messaging in each text and tell it to race, gender, sectarianism, nationalism, and celebrity culture. In addition, using academic materials and readings, the essay will further apply theoretical concepts that will help analyze and interpret the messages often communicated by the media through their articles and analysis. The study’s results will provide some of the implications of sports media in shaping social attitudes towards sports and the larger society.
Critical Discourse Analysis and Sports Media Theory
CDA is a theoretical approach that helps study complex language in several social contexts. The theory involves discourse practices, analysis of texts, and social interactions that help reveal the power and ideological relations between them (Falcous et al., 2019). It further provides a lens that examines how language can be used with discourse to shape social reality and ensure the consumption and production of sports media (Andrews and Jackson, 2001, p. 34). Applying CDA and sports media theory helps reinforce certain beliefs and social attitudes. Sports media can help challenge and perpetuate certain social norms and values, while the theories of the CDA and sports media theory provide the right frameworks for analyzing the messages.
CDA provides a complementary approach to the sports media theory, thereby providing the crucial lens through which power relations and ideological messages communicated in spots are viewed in society. The language recognized by the approach needs to be more neutral, and most discursive practices can be passed on to show the challenges of social inequality (Kelly, 2020b, p. 195). For instance, sports media can raise an agenda related to racial stereotypes and gender by promoting racial stereotypes for men and women. Men can be portrayed as aggressive and assertive, while women are promoted as emotional and passive (Bradley, 2020).
However, CDA goes further to analyze these discursive practices and deconstructs the power relations of these representations. In addition, sports media theory provides the framework that enables the understanding of the complexities of sports media and their impact on society. Some disciplines encompassed in this field are cultural studies, sociology, and media studies (Kelly, 2020b, p. 197). The SMT is concerned with analyzing the media representations of sports, such as the role of sports in society, its impact on identity and culture, and the general production and consumption by the masses.
The theory recognizes the critical role of the media in the modern age in shaping the perception of people and sports in society. Some events and stories are always highlighted to show how the audience can misinterpret some issues (Misener, Rich, and Pearson, 2021, p. 335). For instance, when Colin Kaepernick took a knee during the abandonment of flag time, many people vilified him for not being a patriot (Bradley, no date). The media pushed a specific campaign that made it impossible for him to express himself and provide the correct narrative. Sports media can make or ruin a career with the perceptions and interpretations that they push onto people who are not critical of how sports work.
CDA and sports media theory provide the proper foundation for sports analysis. They ensure that sports media constructs are understood and that any social beliefs and attitudes reinforced are placed well within the cultural context of the sport. Both theories recognize the role of media in shaping public perception of sports.
The above picture provides a critical lens through the analysis of the texts and words to connect culture and sports. The picture explains the theory’s position that people use the media for different reasons to satisfy different needs. Hence, specific sports, conversations, and other emerging issues must be communicated to the public.
Ideological Messaging in Sports Media
The media in sports is a powerful tool used to pass on ideological messages. The press can perpetuate and challenge various values and social norms by promoting prejudices and stereotypes (Falcous et al., 2019). Therefore, studying sports media is not just about analyzing the coverage of events but also examining the hidden messaging communicated through media outlets.
Celebrity Culture
One of the ideological issues in sports is promoting celebrity culture (Andrews and Jackson, 2001, p. 43). The media portrays athletes as celebrities, promoting their images and personality over their athletic achievements (Kelly, 2020, p. 195). Prominent superstar athletes like Cristiano Ronaldo, Michael Jordan, and Usain Bolt are known to have achieved high feats in sports. Still, their personalities and celebrity nature are often promoted by fans. The result is the creation of celebrity athletes who significantly influence fans’ attitudes and behaviors (Bradley, no date). The emphasis on the celebrity culture by the sports media can often obscure real achievements, hence reinforcing the idea that in sports, the only way to success or the only thing about sports is not the achievements of fortune and personal fame.
Gender Expectations
Moreover, gender is another issue that the sports media can push to challenge the values and social norms. Historically, the media has portrayed male athletes as aggressive and assertive, while female athletes are emotional and passive (Jackson and Ponic, 2001, p. 50). These gender stereotypes, once reinforced, are passed onto the fans; hence, even the perception of their sports is often seen to be different (Falcous and Turner, 2021). The consequence is that there has been less viewership of female sports compared to male sports, and it even sparked the debate about equality in terms of payment. However, the conflict could be that female athletes are disillusioned to think that they are entitled to the same amount of payment just because they play the same sport.
Spiritual and Cultural Aspects
However, in sports, the fee depends on the fans’ viewership and popularity (Erby and White, 2022). It has also gone to the sectarianism of sports, where the sports media reinforces issues like religious and cultural identities in sports (Kelly, 2020, p. 199). It often leads to the marginalization of minority groups in sports and massive conflicts. These stereotypes have affected the transgender and women in sports since they are discriminated against in sports like combat sports (which more women participate in presently) and other physically enduring sports like rugby and wrestling.
Ethnical, Racial, and Nationalistic Perspectives
Ethnicity and race are other issues that sports media talks about. The media often pushes the reinforcement of negative stereotypes, marginalizing minority groups (Kellner, 2021). For instance, black athletes are usually portrayed as naturally gifted physically but lack the intelligence of other athletes (Jackson and Ponic, 2001, p. 47). The representation often changes these athletes’ perceptions regarding their contract terms, business opportunities, and playtime on the field. Moreover, nationalism is another ideological issue that the sports media pushes (Dabir-Moghadam and Raeesi, 2019, p. 84). The narrative often reinforces that sports are a form of national pride, especially for most races.
The Scottish Sun Article Analysis
The article “Humza Yousaf doesn’t regret controversial Rangers tweet” is a perfect example of how the sports media perpetuate sectarian ideologies in Scottish football. The article reports on the response of Scottish Justice Secretary Humza Yousaf after a tweet he made criticizing a Rangers football match (Seo, Turick, and Kim, 2020, p. 1895). He criticized some fans during the game, citing indecency and hooliganism, sentiments not taken well by Ranger supporters who accused him of having some anti-protestant bias. The article purports a clash between religious beliefs, whereby the protestant ranger fans and a Muslim Scottish national party politician (Kellner, 2021). The report reinforced a sectarian stance, presenting the conflict as a religious spat rather than a simple criticism of the behavior of the fans by a politician who happened to be Muslim.
Moreover, the article reinforces the narrative that the range fans were victims of prejudice. There is a quote from the report where the ranger fan accused Yousaf of bringing “religious hatred to the football scene,” which was assumed to be tied to the ranger’s identity as a protestant (Narcotta-Welp and Baeth, 2021). The narrative was pushed with the images of rangers holding banners with religious symbols and the club’s name, citing a heated debate online (Watson, 2023).
The article generally reinforces the sectarian divides within the Scottish community, framing a controversial clash between a politician and a fan as having religious connotations (Dabir-Moghadam and Raeesi, 2019, p. 84). The emotive language and the selective reporting promoted by the narrative ignore fan behavior but bring in a new issue of religious beliefs and identity. Such stereotypical behavior is dangerous since it only aims to spark emotions and further push certain narratives, ignoring the overall fact of having the best possible outcome.
ESPN Video Clip Analysis
The video clip about the gender pay gap in sports as a global issue provides information on how the sports media highlights gender inequality in spots. The video clip features interviews with female athletes globally discussing the challenges they face in securing fair pay and equal opportunities for men in sports (“Bloomberg Quicktake,” 2022). Through CDA, the video can challenge the dominant narrative that women’s sports are less popular than men’s (McCrow-Young and Mortensen, 2021, p. 836). The interviews feature successful women in the sports arena who have accomplished a lot to become the best at what they do.
However, from the onset of looking at the interviews, the perception is that women’s sports are not successful. Yet, some women have succeeded in various sports, from soccer, athletics, basketball, and other ball games, for decades being unnoticed (“Bloomberg Quicktake,” 2022). From the interviews and other statistics, it is clear that women’s sports enjoy record-breaking attendance, especially football, and some women have also achieved high accolades in sports. Through showcasing these achievements, the clip challenges the idea that women’s sports are less valuable.
The clip further shows how the structural barriers in the sports world are inefficient and contribute towards preventing most female athletes from achieving success in sports. In one of the interviews, the women are cited to show how they have achieved success and have participated in sports where the attendance was large. Still, it was never covered, hence perpetrating the narrative about women’s sports not being famous.
The athletes report a lack of heavy investment in women’s sports, the absence of administrators and female coaches that support the sports, and gender inequality, as men’s sports are always seen to be more appealing than women’s sports (Kelly, 2011, p. 422). By highlighting these structural barriers, the clip challenges the idea that gender inequality in sports is solely the result of individual choices or differences in ability (Narcotta-Welp and Baeth, 2021). These challenges are valid since they show that how people view women’s sports as not appealing could be another reason for the lack of resources and support leading to sports lagging.
There is a high use of emotive language in the clip when the commentators ask specific questions about how the women can handle their sports fame despite the sport not being so popular at the onset. This skews the thought process of the people since it is supposed to show a more dynamic process that helps with the overall outcome of the video and the conversation about sports.
Furthermore, the language also conveys the frustrations and disappointment of the female athletes. Some women speak of being undervalued and marginalized, which shows their lack of sports pursuits (Kochanek and Erickson, 2020, p. 225). The language helps to engage the viewers to ensure they are aware of the importance of addressing gender inequality, especially against women in sports. The video indicates what it is to be the most marginalized group. The use of language such as marginalization, showing the feminine side of the sport, which most audiences might not necessarily want to agree with, shows the probable outcomes expected when the problem of the gender pay gap for sports comes up.
In summary, the video clip utilizes CDA to challenge a standard narrative usually placed on women’s sports. It could be that the viewership is down or it is less popular than men’s sports, but there are structural issues that are often considered to prevent the sport from growing (Kelly, 2011, p. 420). Also, there are biological differences between men and women, such as physical extremities, and how these affect their reproductive nature (Hughes, Kohe, and Purdy, 2019). It might be a factor for them when they want to show a realistic view of the sport, but the consensus is that there are numerous challenges that female athletes face in the world of sports.
Comparison of the Two Media Pieces
The two media texts analyzed in the essay provide the perfect contrasting example of how the sports media can perpetuate ideological messaging through their intentional misreporting or misrepresentation of the truth (Quinn and Misener, 2022, p. 55). In the Scottish Sun article, the sports media blatantly perpetuates ideological messaging related to sectarianism and nationalism (Bradley, 2021, p. 491). The report focused on the politician’s controversial tweet and used language that divided the audience. In addition, the article presented a narrow, one-sided view of the issue, portraying the politician as insensitive and divisive while ignoring the larger context of the controversy (Reid, 2015, p. 232).
In contrast, the video clip used critical discourse analysis to challenge the dominant narrative about women’s sports (Sun, 2019). The video’s interviews and highlights clearly show that women’s sports suffer from more problems than just popularity since they need to achieve milestones to match men’s sports.
One significant difference between the two media texts is their use of critical discourse analysis. While the Scottish article perpetuates a dominant ideology or religious misconduct and racism without proof, the video clip looks into the data, evidence, and the apparent issues that the women face within their sport and how they can still have fans and viewership despite all the structural difference they face as they compete in the general sports (Watson, 2023). Proof and citing facts help steer the conversation toward a more realistic output, often viewed as the process’s best probable outcome (Cramer, 2021). However, the sports media cites their half-truths and extremist views as more unrealistic, and they use the narratives to drive their viewership and keep these conversations going online.
Emotive language is another difference between the media texts analyzed above. The Scottish article uses vocabulary that reinforces the nationalist and sectarian divisions but does not engage with the view emotionally or challenge any dominant ideological messaging related to the issues (Spaaij, Luguetti, and De Martini Ugolotti, 2021, p. 407). Also, the ESPN clip uses emotive language that conveys the frustrations and disappointment felt by most female athletes who face inequality in sports (Reid, 2015, p. 230). This engages the viewers emotionally and challenges the dominant messaging always talked about in mainstream media of female sports as dull and not entertaining.
Both articles are contrasting examples of how the sports media can use their influence to try and manipulate public narratives. From their lack of statistics and fact-checking to the use of emotive language to control the audience’s views, critical discourse analysis is required to help pick out these lies that the sports media perpetuates and counter them with the truth (Filo, Lock, and Karg, 2015, p. 172). It might be for the viewership of the media to feel they can manipulate people all the time, but it is crucial for people to always stand for the truth since the truth always sets people free in the long run.
Implications and Recommendations
The analysis of the two texts shows the role of sports media in manipulating and promoting particular ideological messages. The implications are significant since the sports media has the potential to sway public opinion on issues that might, in turn, reinforce stereotypes and prejudices connected to the larger societal context, like gender, race, nationalism, and sectarianism (Velija and Silvani, 2021, p. 360).
The analysis implies that using critical discourse helps to criticize the mistakes of the mainstream sports media (Cashmore and Parker, 2003, p. 244). For instance, with the Scottish article, it was evident that the outcome, which was anticipated to be racial undertones dividing the football world in Scotland, was dismissed by using deep analysis to examine the issues at hand (Bradley, 2021, p. 491). It is supported by the ESPN clip on women’s sports, which supports the notion that only some sports are boring, but the circumstances often help to show that people are not just overly confident in how they handle the truth.
Based on the implications, it is essential to recommend certain aspects for the sports media to be more trustworthy among its critics. First, they should embrace critical discourse analysis in covering sports issues (Toffoletti et al., 2021, p. 13). These issues represent the culture and the society; hence, they should be responsible enough to show that there is a need to have the best versions of the process to deliver a more realistic outcome of how the world is supposed to view the development and outlook of the sport (Henne, 2020, p. 150).
Moreover, sports media should use emotive language positively to help engage the viewers (Filo, Lock, and Karg, 2015, p. 172). Challenging the dominant ideologies is also supposed to be done using facts and statistics that can be proven. Ignoring the facts is dangerous since they do not overly represent the truth and are only defined using the outlook and outcome expected to be the reality.
Conclusion
In summary, critical discourse analysis and sports media theory are crucial in criticizing the mainstream media and their ideas on how public discourse is run. The two media texts were analyzed as evidence of the wrong and the proper use of theoretical approaches to help get to the truth. However, the Scottish article does not represent any critical discourse analysis since it presents a one-viewed discourse dismissing the role of the media and the importance of the truth for any public discourse. Most sports media often ignore the facts and statistics to push a particular narrative. However, the contrast is the ESPN video that presents the statistical analysis and facts to make the correct narrative on the status of women’s sports.
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