To Whom It May Concern:

Recently, I have been researching the effects and influences of using sports’ celebrities in advertising. Today, I write to you with the focus on sports media still being racist against African American athletes. Please check out for more info.

John Carvalho, a writer for Vice Sports, posted an article in 2014 called “Sports Media is Still Racist Against Black Athletes.” Carvalho begins by sharing how Bradley Zimaneck, a reporter for the Montgomery Advertiser, suggested that ESPN sports analyst, Andre Ware, showed favoritism toward Blake Sims, a 2014 Alabama quarterback, strictly because Ware and Sims are both African American. Ware, however, went on The Paul Finebaum Show to deny the claim publicly. Simaneck’s claim against Ware also relates to the idea that African American’s are monolithic, says Carvalho. Carvalho states that it would be just as easy for anyone to challenge Zimaneck, on the flipside, that he too might favor Sim’s competition at the time, Jake Coker, just because Zimaneck and Coker are both white. This would absurd, though. “Or would it?” Carvalho said.

Research completed in 1977, by Raymond Rainville and Edward McCormick, called Extent of Covert Racial Prejudice in Pro Football Announcers’ Speech, looked at NFL broadcasts of players’ stats based on race. The study found white players were highly praised for good plays, while African Americans were heavily criticized for bad plays.

With all this in mind, do you believe sports media is still racist?


Breeanne Cambron

B.A. Communication; Minor in Journalism 

Class of 2018

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