Race, Media, and the Game: How Framing Shapes Public Discourse on Racism in Sports

Zreiqat Zaid Nadeem Nicola (2025) Race, Media, and the Game: How Framing Shapes Public Discourse on Racism in Sports. Külkereskedelmi Kar.

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Absztrakt (kivonat)

This thesis explores the influence of media framing on public engagement with athletes from ethnic minorities, focusing on how different framings by media outlets and influential individuals shape social media responses. Using a mixed-methods approach, the study analyzes the case of Brazilian footballer Vinícius Júnior, who has been at the center of multiple incidents of racial abuse in Spain. The thesis investigates how the media and institutional figures like Javier Tebas (La Liga President), Pedro Bravo (a Spanish football agent), and Jamie Carragher (a UK-based football commentator) framed these incidents, and how those framings were received and contested on platforms such as Twitter (now X) and Reddit.Guided by Entman's four framing functions, problem definition, causal interpretation, moral evaluation, and treatment recommendation, the research analyzes the language and tone used in media articles, press conferences, TV interviews, and public statements. These media framings are then compared with user-generated content to assess alignment, rejection, or reinterpretation. The study places special focus on the tension between institutional narratives and public sentiment, especially when media framings downplay or redirect conversations about racism. For example, Tebas’ defensive framing of La Liga’s response and Bravo’s controversial “monkey” comment sparked wide backlash, often challenging their credibility and perceived intentions.The qualitative portion of the analysis reveals that many social media users resisted the dominant framings, expressing solidarity with Vinícius and criticizing what they perceived as dismissive or racially insensitive narratives. Some responses questioned the moral responsibility of media figures and institutions, while others highlighted broader systemic issues in football and Spanish society. The study also notes that a minority of users dismissed accusations of racism altogether, illustrating the polarizing effect of ambiguous or deflective framings.Quantitative data complements this analysis by examining patterns in engagement metrics such as likes, retweets, and sentiment scores. Posts that strongly criticized institutional responses or emphasized anti-racist solidarity tended to receive higher engagement. This suggests that public reactions are not merely passive but reflect active contestation of media narratives. The thesis also briefly compares Vinícius Júnior’s case with similar incidents involving other athletes of color, such as Naomi Osaka and Mohamed Salah, to identify patterns in how minority athletes are framed and defended across contexts.This research contributes to the literature on media representation, sport communication, and race by highlighting the interactive relationship between institutional framings and public discourse. It underscores how social media serves as both a site of resistance and reinforcement of mainstream narratives, especially when traditional media coverage is seen as inadequate or biased. The thesis also confronts ethical and methodological challenges, including limitations due to deleted or inaccessible content, and the dynamic nature of online discourse.Ultimately, this study demonstrates that media framing plays a significant role in shaping how racialized incidents in sports are perceived, but that social media audiences are increasingly critical and capable of challenging these narratives. The findings encourage further exploration of how framing theory can be applied in digital environments, especially in relation to marginalized voices in global sports.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Kommunikáció Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kommunikáció és médiatudomány

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Ethnic Minorities, etnikai kisebbségek, közösségi média, public perception, racism, rasszizmus, Social media, sport
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:31
Utolsó módosítás:	2025. Okt. 27. 14:31

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