THE INFLUENCE OF MEDIA FRAMING ON PUBLIC PERCEPTION OF SPORTS EVENTS AND ATHLETES.
Abstract:
This paper explores the significant role of media framing in shaping public perception of sports events and athletes. Media, as a powerful intermediary between sports events and the public, plays a crucial role in constructing narratives and influencing the way audiences perceive and interpret these events and the athletes involved. The study examines how media framing techniques, such as selective presentation of information, emphasis on certain aspects, and the use of thematic frames, can shape public attitudes, opinions, and beliefs regarding sports events and athletes.
The research draws on various theoretical frameworks, including agenda-setting theory, framing theory, and social cognitive theory, to understand the impact of media framing on public perception. It investigates how media framing can influence the public’s evaluation of sports events, the portrayal of athletes, and the formation of attitudes towards them. Furthermore, the paper explores the potential consequences of media framing on public opinion, including the creation of stereotypes, biases, and the perpetuation of narratives that may impact athletes’ careers and public image.
To provide empirical evidence, the study reviews existing literature on media framing and sports, examining case studies and analyzing media coverage of significant sports events and athletes. It also considers the role of digital media platforms and social media in shaping public perceptions. The findings highlight the power of media framing in influencing public opinion, as well as the ethical considerations surrounding media practices and their potential impact on the lives of athletes.
Understanding the influence of media framing on public perception of sports events and athletes is crucial not only for media professionals but also for athletes, sports organizations, and the general public. Recognizing the potential biases and effects of media framing can facilitate a more critical and informed engagement with sports media content. Furthermore, it can encourage media professionals to adopt responsible and ethical reporting practices that promote fairness, accuracy, and balanced representation of sports events and athletes.
Keywords: media framing, public perception, sports events, athletes, agenda-setting, framing theory, social cognitive theory, stereotypes, biases, media ethics.
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