A Semiotic Analysis of Sports Media, Smaller Athletes, and Ideology
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What is all the hype about height? A semiotic analysis of sports media, smaller athletes, and ideology Paul Cameron Thesis submitted to the Faculty of Graduate and Postdoctoral Studies in partial fulfillment of the requirements for the MA in Communication Department of Communication Faculty of Arts University of Ottawa © Paul Cameron, Ottawa, Canada, 2012 Supervisor: Dr. Fernando Andacht Keywords: human height; masculinity; ideology; myth; semiotics; sports media Library and Archives Bibliothèque et Canada Archives Canada Published Heritage Direction du Branch Patrimoine de l'édition 395 Wellington Street 395, rue Wellington Ottawa ON K1A 0N4 Ottawa ON K1A 0N4 Canada Canada Your file Votre référence ISBN: 978-0-494-86278-0 Our file Notre référence ISBN: 978-0-494-86278-0 NOTICE: AVIS: The author has granted a non- L'auteur a accordé une licence non exclusive exclusive license allowing Library and permettant à la Bibliothèque et Archives Archives Canada to reproduce, Canada de reproduire, publier, archiver, publish, archive, preserve, conserve, sauvegarder, conserver, transmettre au public communicate to the public by par télécommunication ou par l'Internet, prêter, telecommunication or on the Internet, distribuer et vendre des thèses partout dans le loan, distrbute and sell theses monde, à des fins commerciales ou autres, sur worldwide, for commercial or non- support microforme, papier, électronique et/ou commercial purposes, in microform, autres formats. paper, electronic and/or any other formats. The author retains copyright L'auteur conserve la propriété du droit d'auteur ownership and moral rights in this et des droits moraux qui protege cette thèse. Ni thesis. Neither the thesis nor la thèse ni des extraits substantiels de celle-ci substantial extracts from it may be ne doivent être imprimés ou autrement printed or otherwise reproduced reproduits sans son autorisation. without the author's permission. In compliance with the Canadian Conformément à la loi canadienne sur la Privacy Act some supporting forms protection de la vie privée, quelques may have been removed from this formulaires secondaires ont été enlevés de thesis. cette thèse. While these forms may be included Bien que ces formulaires aient inclus dans in the document page count, their la pagination, il n'y aura aucun contenu removal does not represent any loss manquant. of content from the thesis. ii Abstract This study looks at how professional male athletes—particularly undersized athletes—are represented throughout televised sport. Based on the assumption that televised sport is a gendered and predominantly masculine genre, the focus of this analysis is to demonstrate whether or not professional male athletes are evaluated differently based on physical stature, and whether or not such representations reinforce a dominant—mythic—male ideology. Grounded mainly in Gramscian hegemony and Peircean semiotics, the subsequent analysis compares broadcast commentary and visuals taken from the 2010 men‘s Olympic ice hockey tournament and the 2010 men‘s FIFA World Cup. In both events, it was generally found that taller athletes were praised more positively than smaller athletes. These findings appear to support common sports-related stereotypes, such as, the apparent media-reinforced expectation that professional male athletes be almost inhuman, mythical representations of ordinary men, i.e., the best athletes should be large, intimidating, aggressive, and hyper-masculine symbols. iii Résumé Cette étude analyse comment les athlètes professionnels masculins — notamment, les athlètes de petite stature — sont représentés dans le sport télévisé. Fondée sur l‘hypothèse que dans le sport télévisé prédomine principalement le genre masculin, le but de cette analyse est de démontrer ou non : si les athlètes professionnels masculins sont différemment évalués en fonction de leur stature physique, et si de telles représentations renforcent une idéologie masculine mythique dominante. Basée principalement sur l'hégémonie de Gramsci et la sémiotique de Peirce, l'analyse proposée compare les commentaires et les images transmis lors d‘émissions télévisées présentant le tournoi olympique de hockey sur glace masculin de 2010 et la Coupe du Monde de soccer masculin (FIFA) de 2010. Dans les deux événements, nous avons trouvé que les athlètes de grande taille ont été encensés, honorés, de manière plus positive que les athlètes de plus petite taille. Ces conclusions semblent confirmer les stéréotypes associés aux sports, comme, l‘attente renforcée par les médias que les athlètes professionnels masculins sont des représentations presque inhumaines et mythiques des hommes ordinaires; c‘est-à-dire que les meilleurs athlètes devraient être grands, redoutables, agressifs, et des symboles d‘une hyper masculinité. iv To my family, friends, and former teachers. Thank you for helping me grow v Acknowledgments I would like to express my gratitude to my supervisor, Dr. Fernando Andacht, whose expertise, understanding, and patience, added considerably to my graduate experience. If not for his advice and assistance this thesis would have never come to fruition. I would also like to thank the other members of my committee, Dr. Mark Lowes and Dr. Isaac Nahon-Serfaty, for their contributions at all levels of the research project. Finally, I would like to thank the University of Ottawa for giving me this opportunity to pursue a Master of Arts in Communication and for exposing me to such a wonderfully talented and supportive community of faculty and staff. I would also like to thank my family for the support they provided me through my entire life and in particular, I must acknowledge my parents, James and Loretta, without whose love, encouragement and direction, I would not have finished this thesis. Many thanks also go to my older brother, Andrew, for paving the way and for being a positive role model in my life, and to my younger siblings, John and Jodi, for their tolerance throughout the long months of this research and for pushing me forward. Lastly, I wish to extend my deepest gratitude to all my friends for helping me through the difficult times, and for all the emotional support, encouragement, camaraderie, and wisdom they provided throughout the long and arduous process of thesis-writing. I would especially like to thank my good friend, Shea Laughlin, and the entire Ruckus Crew, for their calming words and shared laughter when the stresses of graduate school became too much. This process of writing has been one of the most challenging emotional and intellectual journeys I have ever embarked on, but their friendship has shown me that I was never alone. They are the best sailors in the entire world! vi Table of contents Introduction ......................................................................................................................................1 Literature review ..............................................................................................................................8 On ideology ...............................................................................................................................10 Media, sport, and race ..........................................................................................................13 Media, sport, and gender ......................................................................................................16 Too small to make it: Heightism and sport ..........................................................................19 On myth: The mythology of tallness .........................................................................................27 Mythologies and sport ..........................................................................................................31 Methodology ..................................................................................................................................34 Semiotics: Comparing dyadic and triadic models .....................................................................35 On icons, indices, and symbols .................................................................................................38 On representation ......................................................................................................................40 Application ................................................................................................................................43 Results and analysis .......................................................................................................................46 Feminization ..............................................................................................................................55 Not-so-nice nicknames ..............................................................................................................57 Infantilization ............................................................................................................................60 Aggrandization ..........................................................................................................................62 Giants ........................................................................................................................................65 Growth .......................................................................................................................................67 Height marking ..........................................................................................................................69