Sports personalities are highly visible and influential figures in society, with the media playing a crucial role in shaping public perception of these athletes. Inspired by tales of valor and achievement, scandals and controversies, and human interest stories, sports figures are portrayed somewhat differently. Gender, color, and nationalism all shape media coverage, which greatly influences athletes’ public image, sponsorship possibilities, and mental health.
70% of sports coverage highlights athletes’ achievements and heroic moments.
Pew research center
Media Narratives and Tropes
Common storylines emphasizing athletes’ physical ability, devotion, and overcoming of challenges to reach success are heroism and excellence. With his six NBA titles, several MVP honors, and legendary events commemorated in the media as evidence of his brilliance and tenacity, Michael Jordan is frequently portrayed in the sports world as a hero.
Scandals and scandals involving sports stars often grab major media attention, therefore overshadowing their career achievements. Emphasizing their humanity and relatability, human interest tales highlighting athletes’ daily lives, problems, and accomplishments outside of athletics are also rather common, hoping to link players with the public on a more personal basis. Serena Williams’s path as a mother and her return to professional tennis following childbirth, for instance, has been well reported, therefore underscoring her power and fortitude outside the court.
“The media thrives on scandal, and the fall of a hero makes for compelling stories”
Dr. Michael Butterworth, a professor of sports media at the University of Texas.
Scandals and controversies
Athletes are also presented depending on media prejudices and stereotypes. Usually getting greater coverage are male athletes, and the stories usually highlight their athletic prowess and successes. Female athletes are more often shown in terms of their beauty, personal life, and roles outside of sports. According to a Tucker Center for Research on Girls & Women in Sport analysis, just 4% of sports media attention is devoted to female athletes.
Racial preconceptions also shape the way sportsmen are presented. Stereotypes that highlight Black players’ physicality rather than their intelligence or strategic thinking abound. LeBron James’s media coverage, for instance, regularly emphasizes his physical superiority, whereas the coverage of white players like Tom Brady commonly stresses their leadership and brains.
"Female athletes are often objectified or trivialized in media coverage, which undermines their accomplishments," says Dr. Mary Jo Kane, a sports sociologist.
Biases and Stereotypes
Media presentations also reflect nationalism and patriotism, especially during events like the Olympics or the World Cup. Athletes are sometimes praised as representatives of their nations, and their achievements and setbacks are presented in a nationalistic light.
Public opinion, sponsorship, and endorsements are much influenced by the way sportsmen are portrayed in the media. Negative media coverage can harm an athlete’s reputation; positive coverage can help to strengthen it. After media coverage of his extramarital affairs, Tiger Woods’s reputation deteriorated tremendously, which affected his public profile and sponsorships. According to a Harris Poll, media coverage shapes sixty percent of respondents’ impressions of an athlete.
Research by the Institute for Diversity and Ethics in Sport (TIDES) found that Black athletes are twice as likely to be described in terms of their physical attributes compared to their white counterparts
Athletes’ marketability and capacity to secure sponsorships and endorsements also suffer from media representation. While bad coverage could result in a loss of endorsements, positive media attention might draw great agreements. After his success in the 2008 and 2012 Olympics, Michael Phelps landed many sponsorship deals—partly because of the favorable media coverage of his successes. Forbes claims that the top 10 highest-paid athletes in 2020 made a combined $312 million from sponsorships, therefore underscoring the financial influence of media representation.
Impact of Media Portrayal
Athletes’ mental health might be seriously affected by the great strain and examination from media coverage. Stress, anxiety, and despair can all follow from constant public attention and criticism. Naomi Osaka’s withdrawal from the 2021 French Open owing to mental health issues raised awareness of the stresses players experience from public scrutiny and demands. Psychiatrist Dr. Karen Swartz of Johns Hopkins Medicine notes that sportsmen may find mental health issues from the media attention to be too much.
Case studies for Michael Jordan, Serena Williams, and Colin Kaepernick abound. With Forbes estimating Jordan’s net worth at $2.1 billion due to endorsements and the popularity of the Air Jordan brand, he is typically portrayed as the height of athletic brilliance and competitive spirit. Reflecting the media’s influence in forming society discourse, Serena Williams’ 2018 U.S. Open incident generated conversations about sexism and racism in sports.
A content analysis of Olympic coverage by the International Journal of Sport Communication found that 65% of stories frame athletes within the context of national pride and patriotism.
Conclusion
Finally, the way the media presents sports stars is complicated and multifarious, molded by many stories, prejudices, and societal influences. Appreciating the influence of the media in forming the world of sports and athlete life depends on an awareness of these dynamics. Understanding the prejudices and myths in media coverage helps us to view sports figures from a more complex and critical point of view including their wider social consequences.