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Sports and Journalism Ethics: the Coverage of 2012 London Olympics in the British, North- American and Spanish Press

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Sports and Journalism Ethics: the Coverage of 2012 London Olympics in the British, North- American and Spanish Press Sports and journalism ethics: the coverage of 2012 London Olympics in the British, North- American and Spanish press Xavier Ramon Vegas [[email protected]] Supervisor: Salvador Alsius Clavera Academic year: 2011-2012 Research projects of the Postgraduate Programs of Department of Communication Department of Communication Universitat Pompeu Fabra Master’s Thesis Sports and journalism ethics: the coverage of 2012 London Olympics Abstract Sports and journalism ethics: the coverage of 2012 London Olympics in the British, North-American and Spanish press is a research focused on analysing the treatment that the quality press of three countries (United Kingdom, United States of America and Spain) will carry out in the London Olympic Games. Through a solid methodological approach based on the combination of the qualitative content analysis and qualitative in- depth interviews, the investigation will study if the media provide a quality coverage, that is, if they adequate their pieces to the fundamental principles of journalistic deontology (truth, justice, freedom and social responsibility). Furthermore, the research will assess if the selected media comply with the prescriptions established in the ethical codes, stylebooks, newsroom statutes and national and international recommendations about journalism ethics, ranging from each media’s guidelines to key transnational codes established by the UNESCO, the International Federation of Journalists (IFJ) or the Council of Europe. Keywords: Olympic Games, London 2012, ethics, journalism, truth, justice, freedom, social responsibility, qualitative content analysis, qualitative in-depth interviews, United Kingdom, United States of America, Spain. Xavier Ramon (B.A. in Audiovisual Communication, 2009; B.A. in Journalism, 2011) is a Master’s degree candidate at Universitat Pompeu Fabra (UPF) and a teaching assistant at UPF Department of Communication. His research concerns ethics of communication, sports journalism and Olympic Studies. Currently, he is working on the preparation of his doctoral dissertation entitled Sports and journalism ethics: the coverage of 2012 London Olympics in the British, North-American and Spanish press, supervised by Dr. Salvador Alsius. Precisely, this master’s thesis is the project of his PhD research. E- mail: [email protected] 2 Advanced Studies in Social Communication – MA. Universitat Pompeu Fabra. 2011-2012 Sports and journalism ethics: the coverage of 2012 London Olympics Master’s Thesis Index 1. Presentation and delimitation of the research project 7 1.1. Topic of the research. Identification of the investigation problem 7 1.2. Justification of the research 9 1.2.1. Academic interest, relevancy and opportunity of the research topic 9 1.2.2. Adequacy of the project to the ethics and excellence research line at Journalism Research Group (GRP) and further academic benefits 11 1.2.3. Feasibility of the study 13 1.3. Fundamental objectives of the research 13 2. Theoretical framework 16 2.1. London 2012: presentation of the event 16 2.2. The role and history of the mass media in covering the Games 19 2.3. Sports journalism and ethics. A theoretical framework and review of the literature 22 2.3.1. Principle of truth 26 2.3.1.1. Conjectures, speculations and rumours 26 2.3.1.2. Informative sources included in the news pieces 27 2.3.1.3. Inclusion of all the necessary elements to understand the Olympic Games 29 2.3.1.4. Rectifications of content 36 2.3.1.5. Differentiation between journalistic genres: information and opinion 36 2.3.1.6. Sensationalism in the reporting of information 39 2.3.2. Principle of justice 39 2.3.2.1. Justice in the representation of nationalities 40 2.3.2.2. Justice in the representation of genders 42 2.3.2.3. Justice in the representation of races and ethnicities 49 2.3.2.4. Justice in the representation of disability 51 2.3.3. Principle of freedom 53 2.3.3.1. Commercial servitude in the selection of Olympics news 54 2.3.4. Principle of social responsibility 54 2.3.4.1. The invasion of privacy 55 Advanced Studies in Social Communication – MA. Universitat Pompeu Fabra. 2011-2012 3 Master’s Thesis Sports and journalism ethics: the coverage of 2012 London Olympics 2.3.4.2. Presence of expressions that incite violence or confrontation 56 2.3.4.3. Respect for the religious beliefs 58 2.4. The media coverage of the Olympics. An overview of the existing literature and identification of the current research needs 58 2.5. Key theoretical perspectives of analysis: agenda-setting and framing 60 3. Methodology. Construction of the analysis model and the design of the observation 62 3.1. Concepts 62 3.2. Research questions 63 3.3. Method and techniques of analysis 64 3.3.1. Presentation of the qualitative method 64 3.3.2. Qualitative content analysis 66 3.3.3. Qualitative in-depth interviews 68 3.4. Sample and analysis units. Presentation and criteria 71 3.4.1. Qualitative content analysis sampling 71 3.4.1.1. Presentation of the British selected media 75 3.4.1.2. Presentation of the North-American selected media 78 3.4.1.3. Presentation of the Spanish selected media 79 3.4.1.4. Object of study, units of analysis and period of the observation 80 3.4.2. Qualitative in-depth interviews sampling 81 4. Working plan and structure of the doctoral thesis 82 4.1. Working plan 82 4.2. Structure of the doctoral thesis report 84 5. References 86 6. Appendixes 106 6.1. Coding schedule for the qualitative content analysis 106 6.2. List of the ethical codes and documents that will be used during the research 108 6.3. Website for the dissemination of the project 111 4 Advanced Studies in Social Communication – MA. Universitat Pompeu Fabra. 2011-2012 Sports and journalism ethics: the coverage of 2012 London Olympics Master’s Thesis Abbreviations ABC Audit Bureau of Circulations AFP Agence France Press AE-IC Asociación Española de Investigadores de la Comunicación (Spanish Association of Communication Researchers) AP Associated Press APSE Associated Press Sports Editors ASNE American Society of Newspapers Editors BBC British Broadcasting Corporation BOA British Olympic Association CBS Columbia Broadcasting System CCTV Closed-circuit television // China Central Television CEO-UAB Centre d’Estudis Olímpics – Universitat Autònoma de Barcelona (Olympic Studies Centre – Autonomous University of Barcelona) CIEDI Congreso Internacional de Ética y Derecho de la Información (International Conference of Information Law and Ethics) CNN Cable News Network CSIC-ISOC Consejo Superior de Investigaciones Científicas (Superior Council of Scientific Research) DPA Deutsche Presse-Agentur (German Press Agency) ECREA European Communication Research and Education Association FAPE Federación de Asociaciones de la Prensa de España (Spanish Journalists’ Associations Federation) FIFA Féderation Internationale de Football Association GRP Grup de Recerca en Periodisme (Journalism Research Group) IAAF International Association of Athletics Federations IASI International Association for Sports Information ICA International Communication Association IFJ International Federation of Journalists IJHS International Journal of the History of Sport IAMCR International Association for Media and Communication Research IOC International Olympic Committee IRSS International Review for the Sociology of Sport JLS Journal of Language and Social Issues JMME Journal of Mass Media Ethics Advanced Studies in Social Communication – MA. Universitat Pompeu Fabra. 2011-2012 5 Master’s Thesis Sports and journalism ethics: the coverage of 2012 London Olympics JSSI Journal of Sport and Social Issues LOCOG London Organising Committee for the Olympic Games MLB Major League Baseball NBA National Basketball Association NBC National Broadcasting Company NCAA National Collegiate Athletic Association NFL National Football League NOC National Olympic Committee NPPA National Press Photographers Association NUJ National Union of Journalists OJD Oficina de Justificación de la Difusión (Office for the Justification of Circulation) PA The Press Association PCC Press Complaints Commission PRENDE Programa Prensa y Democracia (Press and Democracy Programme) PRISA Promotora de Informaciones, S.A. SPJ Society of Professional Journalists SPM Sindicato de Periodistas de Madrid (Madrid Journalists Union) TVE Televisión Española (Spanish Television) UEFA Union of European Football Associations UN United Nations UK United Kingdom UNESCO United Nations Educational, Scientific and Cultural Organization US United States 6 Advanced Studies in Social Communication – MA. Universitat Pompeu Fabra. 2011-2012 Sports and journalism ethics: the coverage of 2012 London Olympics Master’s Thesis 1. Presentation and delimitation of the research project In the following chapter, a detailed presentation of the topic of the investigation Sports and journalism ethics: the coverage of 2012 London Olympics in the British, North- American and Spanish press will be provided. The chapter unravels the academic interest, relevancy and opportunity of the research, its adequacy to the ethics and excellence research line at Journalism Research Group (GRP) of Universitat Pompeu Fabra and also highlights the feasibility of the study. This section will conclude with the definition of the fundamental objectives of the research. 1.1. Topic of the research. Identification of the investigation problem As essential players in the configuration of the public agenda, the socialization, the development and the transmission of cultural information and values in democratic
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