An Exercise in Subtleties and the Transmission of Racism: An Analysis of Sports Illustrated Covers

Abstract

This paper examines racial messages in sport and how racial ideologies may be communicated through media sources dedicated to sports coverage. Our research specifically explores the changing participation levels of black and white athletes in professional basketball and football, and the extent to which these athletes were featured on the cover of Sports Illustrated magazine between 1954 and 2004. As an institution, sport has played a major role in both revolutionizing and reinforcing racial attitudes. Since the 1960s, corresponding with the Civil Rights Movement, the number of professional minority athletes has increased greatly. Their representation on the cover of Sports Illustrated has also increased, but not necessarily in relation to their participation rates.Americans love their sports and we know how to prove it. They spend billions of dollars each year on sports related activities and items. They fork over the cash on everything from tickets to live sporting events to special cable and satellite packages. For those who splurge to see a live event, the opportunity to spend continues.

Racism in contemporary American institutions: a critical, color-blind discourse analysis of sport

“…h287 Sports in contemporary, post-Civil Rights American culture are predominantly regarded by participants and consumers alike to be utopian in that they are viewed as institutions that promote progressive ideals about racial equality while at the same time negating the existence of racial inequality, discrimination, and race all together (Carrington, 2012). Reasons for this situation include, but are not limited to, the extreme popularity of sports participation and consumption from the local to global level (Primm et al, 2007). The ways in which sport emphasis virtues of fair play, meritocracy, and competition, which "seems to parallel and model liberal democratic visions of social justice and cross-cultural understanding" (Hartmann, 2012(Hartmann, , p. 1008.…”

“…This increase in participation and athletic excellence conceals the socioeconomic and institutional barriers that Blacks and people of color have encountered for generations, which further perpetuates the ideal of social and class mobility (Dubrow & Adams, 2010). Sport is also considered to be one of the most important social institutions in American society and is deeply tied to other institutions, such as education, religion, and politics (Primm et al, 2007). Despite sport being an important site for racial contestations and meanings, scholars scarcely mention sport when discussing race and racism (Carrington, 2012).…”

“…One reason for this could be that sports are inherently regarded to promote ideals of equal opportunity, virtues of fair play, meritocracy and racial justice in contemporary society (Hartmann, 2003). Moreover, sport seems to be regarded as an environment that is believed to be unaffected by racial hierarchies and struggles for power which conflicts with principles of CRT that acknowledge the embedment and intersectionality of ideologies like racism with sport and sport with other socially constructed institutions like education, religion and politics (Primm, DuBois, & Regoli, 2007). Furthermore, the unsurpassed athletic achievements and presence of Blacks in professional athletics since the Civil Rights Movement of the 1960's (Rada & Wulfemeyer, 2003), appears to continually serve as an example for how race and racism are inconsequential concerning the ability for Blacks to achieve sporting and economic success.…”

“…Sports have also become a focal point for researchers to address the nature and existence of racism in a color-blind society. Sport is considered to be one of the most important social institutions in contemporary American society and is deeply tied to other institutions, such as education, religion, and politics (Primm, DuBois, & Regoli, 2007). The perceptions of sport are consistent with existing American ideals, which contest the existence of racism, even though sports have been considered to reflect the racial hierarchy of societies (Frey & Eitzen, 1991;Lapchick, 1986;Sanderson, 2010).…”

“…Moreover, researchers have focused on the overall commentary and portrayals of Black athletes in several professional and intercollegiate sports. These studies have included: the National Basketball Association (NBA) (Bruce, 2004;Leonard, 2004;Leonard & King, 2011;Primm et al, 2007), the National Football League (NFL) (Primm et al, 2007), and European football Cleland & Cashmore, 2013). In addition, National Collegiate Athletic Association (NCAA) men's Division I Basketball (Bruce, 2004;Love & Hughey, 2015;Rada & Wulfemeyer, 2003) and NCAA men's Division I Football (Rada & Wulfemeyer, 2003;Sanderson, 2010) have become important settings for scientific examination and analysis.…”