‘Black as Kenenisa Bekele in a tunnel’: Representation of African athletes in Slovenian Olympic broadcasting

Abstract

Western/international media often portray African athletes in stereotypical terms similar to those applied to most other topics related to Africa. This study analyses how the identity, ethnicity and nationality of African athletes are negotiated in Olympic broadcasting in Slovenia, a post-socialist member of the European Union. The author conducted a critical analysis of the commentary by network reporters during 44 hours of athletics and swimming broadcasts of the 2008 Beijing Olympic Games on Slovenian public television. Naturalised athletes, many of them Africans, were occasionally labelled as ‘imported’ and deemed ‘untrue’ nationals. Such negative framing was not prevented by the network management. Peculiar representations of African athletes highlighted and potentially enhanced the perceived difference between them and the viewers. Despite being aired on a public service broadcaster, Olympic programming in Slovenia provides little information and education on African sports.