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The Russian doping scandal, stemming from the revelation of manipulated or concealed positive doping tests during the Sochi 2014 Olympics, sent shockwaves through the international sporting community.
To properly understand the doping scandals one must also investigate the role of the media in shaping public perception. North American media has played a pivotal role in sharing information about doping scandals and influencing attitudes towards them. This is the first part in a 3-part series, exploring how Western media formed public opinion on doping in Russia and the wider world.
Background
The Russian scandal revealed a systemic issue within international sports, with the ban of Russia from the 2018 Pyeongchang Olympics highlighting the gravity of the situation. With that being said, it’s important to acknowledge the considerable influence the North American media has in shaping attitudes towards doping scandals, contributing to forming a distinct sports culture in the country. Through numerous news reports, opinion pieces, and investigative journalism, North American media has been crucial in framing the narrative surrounding Russian doping scandals.
Examples such as coverage of the 2012 London Olympics, the McLaren Report of 2016, and the Russian figure skating doping cases have provided valuable insights into how media coverage can shape narratives and influence the discourse surrounding doping in sports. One study by Danielle Alexander & her fellow researchers, “Is there still hope for clean sport?”, focused on how the Russia doping scandal impacted wider North American sports culture and identity, examining the impact of media portrayal on public perception.
Study Overview
Danielle Alexander’s investigation employed an ethnographic content analysis methodology, meticulously examining media portrayals and public discourse surrounding the scandal. The focus was on scrutinizing media sources, including newspapers and online publications, to capture the prevailing sentiments and attitudes towards doping in sports within North American society.
By delving into how North American media outlets covered the Russian doping scandal, and analyzing the narratives, themes, and perspectives presented, Alexander and her colleagues identified two overarching discourses that dominated the media coverage of the Russian doping scandal. These discourses encapsulated prevailing viewpoints and responses of North American audiences towards the scandal, providing valuable insights into the cultural implications of doping in sports.
Discourse 1: “It’s Just Not Fair”
The discourse of unfairness encapsulates the prevailing sentiments of injustice surrounding the Russian doping scandal as depicted in North American media. Three distinct themes within this discourse emerged, each shedding light on different aspects of the public’s response to the scandal.
“They shouldn’t be allowed to compete”
This theme reflects the opposition to Russian athletes participating in international competitions, particularly the Olympics. Many individuals expressed outrage over what they perceived as lenient sanctions against Russia, arguing that allowing Russian athletes to compete undermined the integrity of the sporting event.
For example, Christine Brennan of the Dayton Daily News remarked on the severity of the doping scandal, stating, “They shouldn’t be allowed to compete. It’s a matter of fairness and upholding the principles of clean sport.”
“There’s bitterness in being robbed of a dream”
This theme captures the disillusionment felt by supposedly clean athletes who felt cheated by competitors who chose to dope. Media reports often featured interviews with Athletes who adhered to anti-doping regulations, expressing frustration over the unfair advantage gained by their doping counterparts, even questioning the integrity of the sport.
Sara Renner, a Canadian cross-country skier, expressed her disappointment, stating, “There’s bitterness in being robbed of a dream. Clean athletes train tirelessly, only to be overshadowed by those who resort to cheating.”
“Perhaps the war on performance-enhancing sports drugs is unwinnable”
This theme reflects increasing skepticism regarding the effectiveness of anti-doping measures in eradicating illegal practices from sports. Media coverage often highlighted the challenges and limitations inherent in combating doping, suggesting that despite organizational efforts, doping may remain a persistent issue within the sporting community.
Articles published by various media outlets questioned the efficacy of anti-doping efforts, with some suggesting that the war on performance-enhancing drugs may be unwinnable due to the advancing capacity to disguise practices and the difficulty of enforcement.
It’s easy to ascertain that from this overriding sentiment, there has been an increase in moral judgment in public perceptions of doping practices.
Discourse 2: “We Have to Clean It Up”
In contrast to disillusionment and skepticism, a second discourse took a proactive stance toward combating doping in sports. Within this discourse, two key themes emerged, highlighting efforts to uphold the integrity of clean athletes and initiatives to create a doping-free environment.
“Respecting the integrity of the thousands who don’t dope”
This theme pushed the narrative of acknowledging and honoring clean athletes who adhere to anti-doping regulations. Media reports on this theme often celebrated the ethical choices of clean athletes, emphasizing the need to protect their integrity. Athletes who spoke out against doping were praised for their commitment to fair play.
The Dayton Daily News applauded the decision of governing bodies to penalize athletes caught doping, stating, “By kicking Russia’s track and field athletes out of the Rio Olympics, the International Association of Athletics Federations sent a message that systemic doping won’t be tolerated.”
“We need to build the sport back up in a positive light”
This theme focuses on initiatives to foster a doping-free sporting environment, restoring competitive integrity. Media reports within this theme often discussed community campaigns to promote clean values and deter doping. Athletes and organizations advocated for stricter penalties for doping violations, emphasizing the importance of holding athletes accountable.
The Clean Sport Collective, a social media-based anti-doping campaign, was highlighted in various media reports for its efforts to rebuild the reputation of clean sport. Athletes pledged to compete clean and spread awareness about integrity in sports.
Discussion on Media’s Role and Influence
The influence of media coverage on doping scandals shapes public perception, molds cultural attitudes, and impacts policy within the sporting community. Through the lens of the Russian doping scandal, the media has played a pivotal role in shaping how audiences perceive doping in sports.
Shaping Public Perception and Cultural Attitudes
In the case of the Russian doping scandal, North American media outlets portrayed the issue in a way that reinforces values of fairness and integrity within sports culture. Highlighting the severity of the scandal and expressing strong opposition to doping practices, media coverage has shaped cultural attitudes by promoting clean competition and ethical behavior among athletes.
Reinforcement of North American Values
North American media coverage often contrasts the perceived moral superiority of North American athletes with the negative portrayal of Russian doping practices. This dichotomy reinforces North American values of fairness, honesty, and integrity in sports, positioning clean athletes as moral exemplars and casting doping athletes as traitors to the spirit of competition.
Influence on Athlete and Official Responses
Media portrayal of doping scandals can influence how athletes and officials respond to instances of doping, ultimately shaping policy decisions. Athletes who are vocal advocates for clean sports often cite media reports as sources of motivation to uphold the integrity of competition. Additionally, media scrutiny can pressure sporting organizations to implement stricter anti-doping measures and sanctions.
In essence, the media’s portrayal of doping scandals both informs the public and influences the attitudes and behaviors of athletes, officials, and policymakers within the sporting community.
Implications for Sport Culture and Identity
The study’s findings have profound implications for North American sports culture and identity, particularly regarding the role of media in shaping perceptions of doping scandals and influencing policy decisions.
Influence of Media on Shaping Perceptions
The media’s portrayal of doping scandals, as highlighted in the study, has a significant impact on how North Americans perceive the integrity of sports, positioning the issue as a subject of individual morality. This is an element of perception at play here, as it somewhat disregards the reality of Russian doping as a state-sanctioned practice. Media coverage reinforces North American values of integrity by framing doping as a threat to the fairness and honesty inherent in sports culture. This portrayal not only shapes public perception but also influences the behaviors of athletes, officials, and organizations.
Impact on Policy Decisions
Media scrutiny of doping scandals can prompt sports organizations to implement stricter anti-doping measures and sanctions in response to public outcry. Coverage can also pressure policymakers to prioritize clean sports initiatives and allocate resources toward the fight against doping. As a result, the portrayal of doping scandals in the media catalyzes policy changes that aim to uphold the integrity of sports and protect the rights of clean athletes.
Shaping Sporting Identity
The media’s portrayal of doping scandals shapes the collective identity of North American sports culture. Framing clean athletes as moral exemplars and doping athletes as violators of fair play reinforces the narrative of North American sporting superiority. This fosters a sense of pride and identity within the North American sporting community, simultaneously reinforcing the commitment to upholding ethical standards in sports.
The study’s findings indicate that the media profoundly influences perceptions of doping scandals and even policy decisions within the North American sporting community. By highlighting the importance of media literacy and critical engagement with sports media, stakeholders can better understand the overarching opinions towards practices such as doping. Join us in the next article, where we’ll look at the New York Times’s influence on public perception.
Reference
Alexander, D., Hallward, L., Duncan, L. R., & Caron, J. G. (2019). Is there still hope for clean sport? Exploring how the Russian doping scandal has impacted North American sport culture and identity using an ethnographic content analysis. Qualitative Research in Sport, Exercise and Health, 11(5), 618–635. https://doi.org/10.1080/2159676X.2019.1589561
About the author
Wheeler Swift is a seasoned sports writer and cycling enthusiast with over a decade of experience covering competitive cycling and performance-enhancing substances (PEDs). With a keen eye for detail and a passion for uncovering the truth, Wheeler combines his background in sports science with his love for cycling and a deep interest in the world of PEDs to provide in-depth analysis and insightful commentary. When he's not writing, you can find Wheeler on his bike, exploring new trails and pushing his own limits.
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