Media portrayals of Tiger Woods: a qualitative deconstructive examination
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ABSTRACT:
The purpose of this study was to qualitatively examine televised media portrayals of Tiger Woods from a cultural studies perspective that is sensitive to historical patterns of minority participation in golf. A deconstructive strategy was undertaken to analyze the type, style, and kind of media images of Tiger Woods' life history and golf accomplishments. The underlying meanings of these images were analyzed in an effort to expose how popular culture reflects and promotes hegemonic practices in golf. The results revealed that the meanings and images of Tiger Woods articulated within the media were inconsistent and in direct contradiction to common sense views that minorities have made advances in the golf subculture. In fact, a closer examination of the media texts showed that the underlying media messages actually reinforce historical practices and common stereotypes of the golf community. In this paper we argued that media portrayals of Tiger Woods were characterized by an underlying racist, sexist, and classist ideology masked by common sense images and views of sport.
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