Perhaps I’m dating myself here, but there was a time when journalists and reporters- even sportscasters- were expected to maintain a sense of detachment. There was an often unspoken- but nevertheless ironclad- expectation that those in the news gathering industry were to refrain from crass commercialism, loosely defined as anything that might call their objectivity into question.
That was then. These days, it’s not a “breach of journalistic ethics” or even “crass commercialism.” No, today it’s “cross promotion”…and few have taken it as far as ESPN has. When does a “news” outlet cease being a purveyor of objective journalism and become 24/7/365 source of cross-promotion and commercial tie-ins? I can’t say exactly where that point it, but it seems clear ESPN long ago passed it.
As the self-proclaimed “World-Wide Leaders in Sports,” ESPN has for four decades been the standard-bearer when it comes to televised sporting events and sports journalism. It’s flagship SportsCenter program has launched sports journalists like Dan Patrick, Keith Olbermann, Kenny Mayne, Chris Berman, Mike Tirico, and so many others into the homes of millions of Americans with cable TV subscriptions. Catchphrases coined by some of these personalities have found their way into our everyday vernacular, so interwoven into the fabric of our culture that most Americans couldn’t tell you where they originated.
Over the years, ESPN- a behemoth now owned by The Walt Disney Corporation (an 80% share) and the Hearst Corporation (20%)- has morphed from a sports-oriented operation into an entertainment conglomerate. ESPN’s on-air talent became more than mere talking heads; they’re celebrities- household names, often eclipsing the popularity and appeal of those who play the games ESPN covers and reports on.
I don’t know if this evolution is a uniformly good or bad thing. One thing that certainly seems indisputable is that it’s changed the landscape of journalism…and the accompanying ethical boundaries. ESPN- like any other business in America- is selling something…and they’re not at all conflicted about the cross-promotion they employ to do it.
Yesterday morning, I tuned into SportsCenter, only to see anchor David Lloyd holding forth excitedly about how actor Will Arnett would be joining them to talk about his new movie and, coincidentally, his love of hockey.
Last week, while working out at the gym, I looked up at a TV tuned to ESPN to see actor Don Cheadle talking about- you guessed it- his new movie…and the NBA’s Eastern Conference Finals.
Don’t get me wrong, I understand that both Arnett and Cheadle are fabulously talented actors deserving of the success and acclaim they’ve achieved in a tough, cutthroat business. Still, I couldn’t help but wonder what they have to do with sports.
The answer, of course, is that there IS no connection, except that ESPN is a Disney property and both Cheadle and Arnett are starring in Disney-financed movies. Cross-promotional opportunities abound, eh? This isn’t to blame Arnett or Cheadle; they’re not the first actors, musicians, or various other shades of celebrities to appears on SportsCenter…nor will they be the last. ESPN has been doing this for years…long enough for it to seem normal and above reproach.
ESPN is no longer a sports or sports journalism business. It’s evolved into a vehicle Disney uses to cross-promote its product offerings. Whether it’s Disney movies, theme parks, cruise lines, etc., ESPN’s SportsCenter has morphed into a 60-minute infomercial using sports news as filler between cross-promotional opportunities. In order to find out who won last night’s Knicks-Celtics game, a SportsCenter viewer must sit through not only the expected commercials but also through cross-promotional segments woven into the day’s sports news.
I don’t like this trend, but it’s the way of our modern world. In America, Inc., it’s all about finding new and different ways to get your product(s) in front of those with disposable income…which is an apt description of your average American sports fan. I’ll leave the discussion/debate over journalistic ethics to others with intellects more nimble than my own, but I do get tired of being sold something even when all I want is sports news. It may not be an actual commercial, but when a sports journalist is interviewing an actor about their new (Disney) movie- and that actor just happens to mention their love of hockey (or basketball)- it’s a commercial by another name.
Yes, it’s the way of the world, and my belaboring this “issue” very likely only serves to make me sound old, crotchety, and out of touch (DAMNED KIDS…GET OFF MY LAWN!!!)…and perhaps that’s true. The world changes, and to keep up with must change with it or be left behind. No longer do editors and producers worry about “journalistic ethics”- especially when their bosses are the ones driving the increasingly commercially-oriented bus.
Not that anyone associated with the “World-Wide Leader in Sports” will give a damn about my opinion, but I don’t watch SportsCenter nearly as much as I used. I’ve long since grown tired of ESPN’s ever-increasing focus on flash over substance, but more than anything I’ve grown to resent being subjected to what’s essentially a 60-minute infomercial.
The world may be changing…but that doesn’t mean I have to like it or participate in it.
