Is there still hope for clean sport? Exploring how the Russian doping scandal has impacted North American sport culture and identity using an ethnographic content analysis

ABSTRACT

At the Olympic and Paralympic levels, competitive sport reflects individual, organisational, and political power, serving as a significant source of both social and economic national pride. When revelations arose against Russia concerning systematic doping, the integrity of international sport was called into question and countries experienced threats towards their national identity. Since 2014, news coverage of the Russian doping scandal dominated North American sport media headlines. Media is considered a powerful outlet capable of influencing behaviours, attitudes, and actions through the transmission of ideas, values, and norms. As such, the purpose of this research was to identify dominant discourses surrounding the Russian systematic doping program as presented in the North American media from Sochi 2014 to Pyeongchang 2018. We conducted an ethnographic content analysis of 55 newspaper articles to identify how the media perpetuated attitudes and ideas surrounding cultural identity in sport. Two discourses were identified: (a) the frustration and disappointment held by North Americans against international sport governing bodies, and (b) the desire to fight for clean sport. Whereas the former discourse left readers feeling hopeless about the state of international sport, the latter provided suggestions to prevent doping in the future. Through our interpretations of the media articles, we have come to understand how the media reinforces North American identity as being morally superior in the fight against doping. We encourage readers to reflect on our interpretations of the North American media’s discourse and to think critically about the current state of doping in sport.

KEYWORDS:

• Doping
• identity
• sport culture
• North America
• Russia
• scandal

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Danielle Alexander

Danielle Alexander is a doctoral student in the Department of Kinesiology and Physical Education at McGill University. Her research interests surrounding sport and exercise psychology revolve around effective strategies and behaviours of parasport coaches as well as the socio-cultural implications of doping in a variety of contexts (i.e. adolescent, amateur level). Danielle is currently a student member of the Canadian Sport Psychology Association and has been involved in a number of committees working towards the promotion of fitness, health, and physical activity.

Laura Hallward

Laura Hallward is a doctoral student in the Department of Kinesiology and Physical Education at McGill University. Her research experience in sport, exercise, and health psychology, mainly using qualitative methodologies. The focus of her research has been on doping prevention among adolescent athletes and young adult athletes. She has conducted several studies to understand athletes’ current and past experiences with doping education with the goal of improving current prevention initiatives.

Lindsay R. Duncan

Dr. Lindsay R. Duncan is an Assistant Professor in the Department of Kinesiology and Physical Education at McGill University. Dr. Duncan’s research draws from both social and health-psychological perspectives and concerns the effectiveness of messages designed to prevent risk behaviours and encourage health behaviors in adolescents and adults. Recently her research has focused on developing and evaluating videogame interventions focused on behaviour change, education, health, well-being, and social intelligence, using the most rigorous scientific methods and metrics available. She is currently developing a videogame intervention focused on preventing sport supplement abuse and doping among adolescent athletes.

Jeffrey G. Caron

Dr. Jeffrey G. Caron is an Assistant Professor at Université de Montréal. His research program focuses on promoting and fostering safe and healthy social environments in both sport and exercise contexts. Most of Dr. Caron’s research has focused on sport-related concussions and has been developed using qualitative approaches. In addition to his research experience, Dr. Caron has been involved in ice hockey as an athlete and coach, and has worked with high school and university athletes as a mental performance consultant.