Many ideas are often put in the media and often people are being represented in a positive or negative way. “The media’s main sphere of operations is the production and transformation of ideologies” (Dines and Humez 1995, 18). Dines and Humez (1995) argue that the media produces representations of the social world, images, descriptions, and explanations for how the world is and why it works the way it does. The media is not only a powerful source of race, but it is a place where ideas are articulated, transformed, and elaborated. Dines and Humez (1995) acknowledge that it would be “simple and convenient” if the media all portrayed race in the same racist manner. The idea of media being transformed can provide people with the knowledge that ideas, images, and explanations can be changed for a specific audience.
The NFL has a long history of misrepresentation among minority coaches. They are not given the same opportunities as their white counterparts. “Race is a concept that signifies and symbolizes social conflicts and interests by referring to different types of human bodies” (Omi and Winant 2015, 110). Omi and Winant (2015) state how race making can be understood as a process of “othering.” Race can shape history, polity, economic structure, and the culture of the United States. There is an obvious structure of front offices in the NFL and it consists mostly of white males. The social identities of marginalized and subordinate groups are both imposed from above by dominant social groups. Omi and Winant (2015) base the idea of race within the United States on the theory of racial and institution. These issues we have seen in our country for decades is still present even in a league dominated by African-American athletes.