This research was intended to explore the impact of political bias on the representation of athletes’ anti-vaccine sentiments in news media, which addresses the difference in our understanding of media portrayals and the implications it has on society, specifically regarding the Covid-19 pandemic. Using both qualitative and quantitative content analysis of 25 news articles from both political sides, this study was meant to examine the tone, language and thematic framing which was used to discuss big name athletes such as Aaron Rodgers, Kyrie Irving, and Novak Djokovic and their public stances on the covid-19 vaccine.
The findings from this study reveal a clear split of media portrayal, and how the political leanings of the athletes can affect what is shown in the articles. Conservative sources used in the study tended to frame the athletes’ vaccine refusal with narratives such as personal freedom and skepticism towards government mandates. The articles often discussed the athletes stance on personal choice, and also their stance on overarching government officials and medical professionals. For example, Fox News emphasized Aaron Rodgers’ stance as a spokesperson, and portrayed him as that for the people who did not have a voice, using this as an act of personal integrity. On the other side, liberal outlets such as The New York Times and CNN focused on the public health responsibilities and the potential harm to society if not everyone became vaccinated. These articles made a big emphasis on these athletes in particular due to their platform in sports and the media attention they get, which can influence media consumers. These liberal news articles were often likely to criticize these athletes for spreading misinformation, and underestimating the dangers of not receiving the covid-19 vaccine. This aligns with the findings that researchers such as Dabhoiwala (2023) and Mondal (2018) discuss, such as the way that individual free speech can be taken as political and how those statements made can influence public discourse in sensitive issues such as the vaccine.
This research adds to the discussion about how media bias and the way that health topics are communicated can influence what people think and do. It reflects the concerns that were mentioned by Kenyon (2014) and Bemiller and Trendafilova (2022) regarding the significant influence that popular names have on public perceptions and behaviors. The research also resonates with theories such as labeling theory discussed by Thompson (2014) and Kroska and Harkness (2008), as it illustrates how media labeling of athletes in news media can influence public perception and potentially stigmatize their personal choices.
Through this research, there are many limitations that must be acknowledged. The scope of the articles that were selected for research were limited to three major athletes, and they were primarily United States-based news outlets. This may not fully represent the media on a global scale, or other athletes with different levels of visibility or influence on media consumers. Future research could potentially consider a different and more broad selection of news media outlets, and also choose athletes of other races or genders to see if they were to sway the media or the public any differently than the athletes originally chosen for this research. Even choosing less mainstream media outlets could provide a more complex view of media’s role around the globe in shaping public opinion on health related topics.
In conclusion, this study is meant to highlight the significant role of the media in shaping public debate around health and freedom, particularly when looking at political bias. It highlights the importance of being media savvy and engaging with the news, particularly when influential figures such as athletes use their platforms to discuss public health issues. By continuing to explore and understand the interactions between public figures in the media and health, researchers and those who create policies can more effectively face the challenges that media bias causes in the communication of health practices. This effort will help in creating a more informed and healthier society.