A media analysis of a sport celebrity: Understanding an informal “team cancer” role as a socio-cultural construction

Objectives

Negative informal roles in sport such as a “team cancer” warrant further attention because of the association with athletes’ negative psychological experiences, impaired team processes, and reduced performance. The purpose of the current study is to extend understandings of the team cancer role by analyzing the socio-cultural context (i.e., sport media narratives surrounding a sport celebrity and key media incident) within which one “team cancer” was constituted in a professional sport context.

Method

National Hockey League (NHL) star Sean Avery was the sport celebrity of interest. The key media incident was the “sloppy seconds” comment made by Avery regarding his former girlfriend. The comment was an attack towards the opposing team’s defenseman, who was dating her. Newspaper representations of the comment (n = 62) were explored via ethnographic content analysis (see Altheide, 1996).

Results

It was found that the depiction of the team cancer emerged differently depending on two paradoxical discourses found within the media: a hockey moral code as truth vs. a hockey moral code as hypocrisy. This paradox surrounding the morality of sport was exemplified within the two hockey moral code discourses surrounding the personification of Avery’s team cancer identity and the “sloppy seconds incident”.

Conclusions

This study adds to our understanding regarding how the media influences the construction of an informal team cancer role from one professional sport incident. This focus opens up a window of new understandings and possibilities for research and application beyond current theories and understandings of negative informal team roles in sport psychology.