Reinforcing Racial Stereotypes in Media: Content Analysis of Athlete Descriptions in College Basketball and College Football AnnouncingWilliam Benson

Communications, Media, & Rhetoric Senior Seminar

University of Minnesota, Morris

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Outline

• Introduction – Rationale• Literature Review• Research Questions• Theoretical Connection• Methodology

• Coding Categories and Player Descriptor examples

• Results• Discussion

• Limitations – Future Research

• References

Topic Rationale

• Passion for Sports Media

• Two polar racial stereotypes: African-Americans have innate athletic skill and Caucasian athletes are more intelligent

• Modern racism – Power of Media• 2003: Donovan McNabb – Rush Limbaugh comments

Literature Review

• Denham, B. E., Billings, A. C., & Halone, K. K. (2002) • Race in Broadcast Commentary case study of the 2000 NCAA

Men and Women’s Final Four

• Billings, A. (2004) • “Depicting the Quarterback in Black and White” content analysis

• Mercurio, E., & Filak, V. F. (2010) • Framing of Black and White Quarterback Prospects prior to the

NFL Draft

• Calvert, S. (2014)• Racial Discrimination Rhetoric in USA Today

Research Questions

• RQ1: When discussing athletes in on-air broadcast commentary in terms of cerebral and physical abilities, how are Caucasian athletes portrayed?

• RQ2: When discussing athletes in on-air broadcast commentary in terms of cerebral and physical abilities, how are African-American athletes portrayed?

Theoretical Framework:

Cultivation Theory – George Gerbner

• Public hears announcers discussing players gradually influencing the audience in small ways over time. Relates to relevancy of this research as mediated effects of stereotypes carried down over time influence announcers subconsciously.

http://deanzamasscommspring2011.blogspot.com

Methodology• Content analysis of on-air commentary from October 2014 - March 2015

• Units of Analysis: 10 College Basketball games & 10 College Football games

• Variables: Race (African-American and Caucasian) • Only in-game commentary of network-employed individuals

• Discourse from players, coaches, fans not included

• Race Determination – Eye test / Internet research• Examined each player description for any word or phrase that illustrated athleticism, intelligence, or effort

• Five coding categories• 10% random check of coding

Coding Categories - Examples

I. Positive Physical Attributes

“He’s got a huge arm” Bryce Petty – Baylor QB

“His energy, his physicality, his athleticism are all off the charts”Montrezl Harrell – Louisville PF

Gocards.com

Baylorbears.com

Coding Categories - Examples

II. Positive Mental Attributes

“Shot preparation is excellent” Bryce Alford – UCLA PG

“Able to block out a lot of distractions” Jameis Winston – FSU QB

seminoles.com

Uclabruins.com

Coding Categories - Examples

III. Negative Physical Attributes

“Certainly not the biggest kid on the floor” Josh Adams – Wyoming PG

“Not the most physical dominant pass protector” Jay Ajayi – BSU RB

broncosports.com

Gowyo.com

Coding Categories - Examples

IV. Negative Mental Attributes

“Made some mistakes in his reads and decision making” CJ Brown – Maryland QB

“Struggled with confidence sophomore year” Anthony Clemmons – Iowa PG

hawkeyesports.com

Baylorbears.com

Coding Categories - Examples

V. Effort (Determination/Intangibles) Attributes

“Battled through adversity all year long” Cole Stoudt – Clemson QB

“You got a couple junkyard dog types on the floor” Trey McDonald – OSU C

Ohiostatebuckeyes.com

Clemsontigers.com

Results

Race +PHYS +MENTAL -PHYS -MENTAL EFFORT

BLACK(N=87)

49.4%(N=43)

21.8%(N=19)

3.4%(N=3)

8.0%(N=7)

17.2%(N=15)

WHITE(N=51)

25.5%(N=13)

45.1%(N=23)

5.9%(N=3)

9.8%(N=5)

13.7%(N=7)

Basketball: (N=138)

Football: (N=200)Race +PHYS +MENTAL -PHYS -MENTAL EFFORT

BLACK(N=120)

60.0%(N=72)

16.6%(N=20)

5.8%(N=7)

7.5%(N=9)

10.0%(N=12)

WHITE(N=80)

25.0%(N=20)

40.0%(N=32)

6.3%(N=5)

7.5%(N=6)

21.3%(N=17)

Combined Results (N=338)

Race +PHYS +MENTAL -PHYS -MENTAL EFFORT

BLACK(N=207)

55.5%(N=115)

18.8%(N=39)

4.8%(N=10)

7.7%(N=16)

13.1%(N=27)

WHITE(N=131)

25.2%(N=33)

42.0%(N=55)

6.1%(N=8)

8.4%(N=11)

18.3%(N=24)

Discussion• Positive Attribute Descriptors

• + PHYSICAL: African Americans > 2X %

• + MENTAL: Caucasians > 2X %

• Negative Attribute Descriptors • (4% - 9% for both races)

• Effort Attribute Descriptors • (13% - 19% for both races)

blog.drstankovich.comwww.basicbloganomics.com

Discussion• Limitations:

• Independent coder of data – my discretion

• Unequal representation of different races in NCAA

• Negative descriptor’s uncommon in college sports

• Player descriptors can fit multiple categories

• Future Research Opportunities:

• Explore multiple media platforms – print, magazine, TV shows, social

media

• Analyze coaches dialogue or media’s descriptors of coaches

• Different sports, races, or competition levels

• Other live commentary – Radio, Podcasts

In summary…

References• Berke, L. H. (2011). The Future of Media Professions in Sports Organizations. JMM: The International Journal On Media Management, 13(3), 215-218. Retrieved from

http://web.b.ebscohost.com.ezproxy.morris.umn.edu/ehost/pdfviewer/pdfviewer?sid=6e25d1d7-4803-4a1a-943f-2828890bc25d%40sessionmgr113&vid=16&hid=102.•  • Billings, A. (2004). Depicting the Quarterback in Black and White: A Content Analysis of College and Professional Football Broadcast Commentary. Howard Journal Of

Communications, 15(4), 201-210. Retrieved from http://web.a.ebscohost.com.ezproxy.morris.umn.edu/ehost/pdfviewer/pdfviewer?sid=4899cc84-a4f1-43d8-95ac-9a811c82dd4a%40sessionmgr4001&vid=8&hid=4214

• Buffington, D., & Fraley, T. (2008). Skill in Black and White: Negotiating Media Images of Race in a Sporting Context. Journal Of Communication Inquiry, 32(3), 292-310. Retrieved from http://daveknot.files.wordpress.com/2009/05/media-images-of-race-in-a-sporting-context.pdf

• Calvert, Sam. (2014). Racial Discrimination Rhetoric in USA Today, 3(60-66). Retrieved from https://www.elon.edu/docs/eweb/academics/communications/research/vol3no1/07CalvertEJSpring12.pdf.

•  • Denham, B. E., Billings, A. C., & Halone, K. K. (2002). Differential Accounts of Race in Broadcast Commentary of the 2000 NCAA Men and Women’s Final Four Basketball

Tournaments. Sociology of Sport, 19(3). Retrieved from http://hk.humankinetics.com.proxy1.cl.msu.edu/eJournalMedia/pdfs/5163.pdf.•  • Gaines, Cork. (2012). These 20 Programs are the Biggest Money Makers in College Sports. Retrieved from http://www.businessinsider.com/these-20-college-sports-programs-are-

the-biggest-moneymakers-2012-1

• Harrison, C. Keith, Lawrence, M. Suzanne, Bukstein, J. Scott. (2011). White College Students’ Explanations of White (and Black) Athletic Performance: A Qualitative Investigation of White College Students. Sociology of Sport Journal, 18(347-361). Retrieved from http://www.bus.ucf.edu/faculty/sbukstein/file.axd?file=2012%2F6%2FSSJ+Published+Version+-+White+College+Students’+Explanations+of+White+(and+Black)+Athletic+Performance-+A+Qualitative+Investigation+of+White+College+Students.pdf

• Hartmann, Douglas (2007). Rush Limbaugh, Donovan McNabb, and “A Little Social Concern”. Journal of Sport and Social Issues. 31(45-60). Retrieved from http://www19.homepage.villanova.edu/karyn.hollis/prof_academic/Courses/2043_pop/Scanned%20Articles/Rush%20Limbaugh%20vs%20Donavan%20McNabb.pdf

• Jackson, D. Z. (1989, January 22). Calling the plays in black and white: Will today’s Superbowl be Black brawn vs. White brains? Boston Globe, p. A25.

• MacArthur, Paul, Angelini, James, Billings, A. C., & March, Alexis. (2014). Parallel Lines of Commentary? The NBC Broadcast Network’s Primetime Depiction of male Gymnasts at the 2012 Olympic Games, 16(73-84). Retrieved from www.fsp.uni-lj.si/mma_bin.php?id...

•  • Mercurio, E., & Filak, V. F. (2010). Roughing the Passer: The Framing of Black and White Quarterbacks Prior to the NFL Draft. Howard Journal Of Communications, 21(1). Retrieved

from http://web.a.ebscohost.com.ezproxy.morris.umn.edu/ehost/pdfviewer/pdfviewer?sid=6b451c95-fe21-40ec-ada3-666a548cc489%40sessionmgr4005&vid=13&hid=4109•  • Rada, J. (1996). Color blind-sided: Racial bias in network television's coverage of professional football games. The Howard Journal of Communications, 7: 231–240.•  • Silva, C.A., Votre, S.J. (2012). Racist Discourse Of The Brazilian Sports Media At The World Cups, 7(1-20). Retrieved from http://www.uff.br/esportesociedade/pdf/es2001.pdf.

Thank you!

•Questions?