Stereotypes, Performance Drugs and the Media

Sports communication research is a growing area at the Brooks Institute.

As an example, the Journal of Sport & Social Issues, the Sociology of Sport Journal and other academic journals recently have published research articles written by Bryan Denham, the Charles Campbell Assistant Professor of Sports Communication.

Some of Denham's latest research has focused on two issues: stereotyping by sports broadcast commentators and the use of performance-enhancement drugs in amateur and professional sports.

These issues help Denham study cultural stereotypes and the media's influence on them.

He said the media is influential in creating stereotypes because readers, viewers and listeners, in general, tend to believe the media without much question.

Regarding stereotyping, Denham and others have discovered that commentators tend to apply specific qualities to players, depending on their race.

"What we find generally is that black athletes are praised for being naturally gifted and agile, while white athletes are praised for their ability to lead," Denham said.

Denham used endowment funds to pay for the transcribing of the games, and he along with colleagues Andy Billings and Kelby Halone are studying them.

Regarding enhancement drugs, Denham said that the media historically sensationalize athletes' use of them, thus leading to stereotypes.

Referring to a series of recent issues related to anabolic steroid use, Denham said, "Drama plays a major role in the development of news, and those who consume mass-media communication should appreciate that news is defined by human sources, some of whom may have an agenda."

For more information, contact Denham at (864) 656-6392, bdenham@clemson.edu.