On-Air, Off-Balance: Detecting and Examining Media Biases in Filipino Sportscasting

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With sports gaining global acclaim and recognition, media outlets have extensively covered a myriad of sporting events with a particular emphasis on international tournaments. In the digital age, media is crucial for disseminating news and shaping audience perspectives especially in sportscasting where local sportscasters tend to show affection and allegiance to their home nation by providing more airtime and positive commentaries to athletes representing their country. Such an approach shortchanges the viewers’ right to unbiased and diverse perspectives. Hence, it is imperative for media outlets, particularly during live sports broadcasts, to adeptly navigate and manage biases, given the significant impact of nationalistic positioning on sports media. In this study, the researchers analyzed the language employed by sportscasters in the local media coverage of the games of the Philippines Men’s Basketball Team, also known as Gilas Pilipinas, during the FIBA World Cup 2023. Following a mixed-method approach, the study sought to understand how sportscasters detect and manage media biases through corpus analysis. The investigation involved identifying prevalent forms of media biases within the study corpus, focusing on lexico-semantic, discourse, and pragmatic constructions that serve as indicators of these biases. The study findings indicated that all the analyzed sports broadcasts contained evident manifestations of media biases. Moreover, it was revealed that Filipino sportscasters exhibited a range of media biases favoring Gilas Pilipinas, and that the media biases in their utterances were affected by the phenomenon of nationalistic positioning that raises concerns about fairness and impartiality. Consequently, the frequency of these biased expressions in sportscasters' utterances was found to be contingent upon the specific context, varying with the situation. Furthermore, these biases can be identified through specific linguistic cues and features. This paper underscores the importance of fostering a more equitable sportscasting environment while simultaneously fortifying language and media education initiatives.