Racism in sports journalism and broadcasting is a pervasive issue that has long plagued the sports industry. Despite progress in recent years, including the increased visibility of athletes of color and the growing recognition of the importance of diversity and inclusion in the media, the problem of racism in sports journalism and broadcasting remains a critical one.

At its core, the issue of racism in sports journalism and broadcasting is about representation and equity. For too long, athletes of color have been underrepresented in the media, while white athletes have received disproportionate attention and praise. This has led to a system in which athletes of color are often subject to negative stereotypes, while white athletes are celebrated for their talent and athleticism.

One of the ways in which racism manifests in sports journalism and broadcasting is through the use of racial stereotypes. Black athletes are often portrayed as physically gifted but lacking in intelligence or discipline. In a study looking at 52 transcribed broadcasts from NCAA men’s basketball games to see the difference in how broadcasters talked about players with different skin tones, white players were found to be most often described as “crafty”, praised for their mental attributes or perceived sports IQ, whereas black players were most often described for their physical traits. During the 2010 national championship, broadcasters were quoted saying “Here comes streaky, sneaky Willie Veasley, a terrific offensive rebounder for his size, and he just weaseled his way to the basket.” “When you hear the words ‘weaseled out’ and ‘sneaky’, I mean, the connection that it has to thinking about kind of non-human type of behaviors. It has this criminal, sneaky element to it” said Dr. Rashawn Roy, one of the leaders of the study. In contrast, white athletes are often praised for their intelligence and work ethic, even if they lack the physical attributes of their black counterparts.

Another example of racism in sports journalism and broadcasting is the way in which athletes of color are often subject to unfair scrutiny and criticism. This can be seen in the way that black athletes are often portrayed as "troublemakers" or "divas," with their actions and behavior scrutinized to a degree that white athletes are not. This was evident in the media coverage of NFL player Colin Kaepernick, who was criticized for his peaceful protest against police brutality and racism. Kaepernick began his protest at a preseason game in 2016, kneeling during the playing of the national anthem. When asked why, Kapernick responded “I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color. … To me, this is bigger than football and it would be selfish on my part to look the other way. There are bodies in the street and people getting paid leave and getting away with murder.” His protest was met with intense backlash from media and fans alike, with Kaepernick even receiving death threats for his actions. He was not re-signed when his contract expired in 2017, and never played in the NFL again. During this time, fellow NFL quarterback Drew Brees gave his two cents on the matter, saying “I think the important point to make here is that flag symbolizes, represents the freedoms that you have the chance as an American to exercise. So sitting down for that, that is a blatant disrespect of the freedoms that that gives you. Like it's an oxymoron that you're sitting down, disrespecting that flag that has given you the freedom to speak out.” Brees faced minimal backlash for these comments. Minnesota Vikings offensive guard Alex Boone was quoted as saying that Kaepernick should “have some (expletive) respect for people who served, especially people that lost their life to protect our freedom.” Even Kaepernick’s former head coach, Jim Harbaugh, weighed in, originally saying “I acknowledge his right to do that. I don’t respect the motivation or the action," but he later recanted this saying he respected the motivation. The outcome of this situation for Kaepernick far outweighs the outcomes of his white counterparts who involved themselves, and is another part of how racism affects sports and sports media. 

These examples illustrate the ways in which racism operates in sports journalism and broadcasting, perpetuating negative stereotypes and unfair treatment of athletes of color. This is not only harmful to individual athletes but also reinforces systemic inequalities and contributes to a broader culture of racism and discrimination.

So why does this issue matter, and why is it so critical? For one, sports are a reflection of our society, and the way in which athletes are represented in the media reflects broader patterns of inequality and discrimination. When athletes of color are subject to unfair treatment and negative stereotypes, it reinforces the idea that people of color are somehow less capable or deserving than their white counterparts. This is not only harmful to athletes but also contributes to a broader culture of racism and discrimination.

Moreover, the media has a powerful role to play in shaping public opinion and influencing social norms. When sports journalists and broadcasters perpetuate negative stereotypes and unfair treatment of athletes of color, it reinforces these biases in the broader public and makes it more difficult to overcome them. This has real-world consequences, including the perpetuation of systemic inequalities and the marginalization of people of color.

To fully address the critical issue of racism in sports journalism and broadcasting, it is important to take a multi-faceted approach that addresses both individual biases and systemic inequalities. One key step is to prioritize diversity and inclusion in the media, ensuring that journalists and broadcasters reflect the diversity of our society and are equipped to report on and engage with diverse communities. This can be accomplished through initiatives such as diversity hiring programs, mentorship and training programs, and the creation of safe and inclusive work environments.

Another important step is to establish clear guidelines for reporting on race and ethnicity in sports, including guidelines on language use, framing, and representation. This can help to ensure that journalists and broadcasters are reporting on race and ethnicity in a responsible and respectful manner, while also providing a framework for accountability and best practices.

In addition to these steps, it is important to hold media outlets and sports organizations accountable for their reporting and commentary. This can include measures such as public reporting on diversity and inclusion metrics, regular audits of media coverage for bias and discrimination, and the creation of accountability mechanisms to ensure that media outlets and sports organizations are held responsible for any instances of racism or discrimination in their reporting.

Ultimately, addressing the critical issue of racism in sports journalism and broadcasting requires a commitment to diversity, equity, and inclusion at all levels of the sports industry. This includes not only journalists and broadcasters but also sports organizations, athletes, and fans. It requires a willingness to confront biases and discrimination head-on, to listen to diverse voices and perspectives, and to work together to build a more just and equitable sports culture.

To measure the effectiveness of these initiatives, it is important to establish clear metrics and benchmarks for success. This can include measures such as the number of journalists and broadcasters of color hired, the representation of diverse perspectives and voices in media coverage, and the prevalence of stereotypes and biases in reporting. It can also include feedback from athletes and fans, who can provide valuable insights into the ways in which racism and discrimination impact their experiences in sports.

In conclusion, racism in sports journalism and broadcasting is a critical issue that requires a concerted effort to address. It perpetuates negative stereotypes and unfair treatment of athletes of color, reinforces systemic inequalities, and contributes to a broader culture of racism and discrimination. To fully address this issue, it is important to take a multi-faceted approach that prioritizes diversity, equity, and inclusion in the media, establishes clear guidelines for reporting on race and ethnicity, and holds media outlets and sports organizations accountable for their reporting and commentary. By working together to build a more just and equitable sports culture, we can create a future in which all athletes are treated with respect and dignity, regardless of their race or ethnicity.

Further Reading:

• Colin Kaepernick tried to tell white America

• Drew Brees Criticizes Colin Kaepernick for Sitting During National Anthem

• 'Crafty' Vs. 'Sneaky': How Racial Bias In Sports Broadcasting Hurts Everyone