Date Presented

Spring 5-18-2024

Document Type

Thesis

First Advisor

Dr. Jeremy Langett

Second Advisor

Dr. Beth Savage

Third Advisor

Dr. Michael Robinson

Abstract

Sports broadcasting has become one of the most criticized genres of broadcast television in recent years with the introduction of streaming services such as ESPN+. A main complaint of sports broadcasting from the audience is bias used in an incorrect manner. However, it is important to understand that objectivity and bias both have their advantages in gaining and maintaining viewership on different levels of broadcasts. Although the teams and networks control the product that is on the field, the real leverage in the industry lies with the consumer. This means that the quality of broadcast has become one of the main discussions when referring to sports as a whole. With the introduction of streaming services that offer live sports in markets large and small, almost anyone can experience any broadcast they please. Although sports broadcasts have a large staff to be successful, there is only one true connection between the broadcast and the audience. The play-by-play and color commentators on any type of broadcast are the true medium between what the audience sees and what they understand. However, as there are nearly an unlimited number of broadcasts available for the average consumer, there has been increased exposure and criticism of whether these broadcasters are objective or not. Although objectivity is seen as the gold standard for national-level broadcasts such as ESPN’s Sunday Night Baseball, smaller markets have begun to leverage bias to connect on a higher level with their fans, as the consumer has the leverage in the industry. Therefore, by looking at studies done across Major League Baseball’s different broadcast teams on the amount of biased comments, as well as broadcasters who are esteemed in their nationally awarded positions, one can use the theory of reasoned action to determine the amount of bias that is necessary for specific levels of broadcasts. On the local and regional market broadcasts, bias is leveraged as a positive for the viewers, as it relates closer to the viewers opinion. While on national broadcasts and widespread markets, objectivity has the utmost importance. As objectivity is an important aspect of broadcasting and journalism as a whole, it is important to determine where objectivity

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