Pretty much everything in my life revolves around being a Clevelander: Mostly, because I AM a proud Clevelander. Which is why whenever I see any footage surrounding LeBron James’ Special: The Decision, I become incensed because all you see is the burning of the jersey, the wailing in the bars and the throwing of things at his billboard. The media also made special trips to Cleveland, every time he played in town, when the NBA Finals began, when the Heat lost and concluded with coverage of the 1yr anniversary of The Decision’s broadcast. All the while replaying the same inflammatory footage and painting the city and her fans as petty, vindictive, sore losers.
I bring this up because I wondered if I was watching the same one-sided journalism unfold again with the Penn State Scandal. I monitored unbiased for 48 hours. And I have to say as I followed this story on Twitter, blogs, TV and Facebook, I don’t think so. The media is correctly capturing 85%-90% of the sentiment of the students at Penn State. I find that most Alums of PSU are horrified and mention the focus should really be given to the victims. Not to the 84yr old “victim”, but the 10yr olds who were molested. Their tweets are mostly about the sorrow they feel for JoePa’s career ending in such a manner, but it is understandable and necessary. The majority of the current student body tweets, however, are of the unfairness of Paterno being fired. Why, they ask, he reported it. Why does MacQuery still have a job? (…Valid question in my opinion…). “JoePa IS Penn State!” That is the prevailing opinion. And that is what is being represented on TV and in the Twittersphere. It looks like not much editing needed to be done on this one. The majority students are writing it perfectly for this media frenzy.
Also, a common thread through my analysis of the feed was the unchecked power Paterno wielded. The fact that he tried to still end his coaching career in a manner that constituted “his terms” was big. Speculation of why Sandusky was allowed to run unhampered for so many years’ lies in his friendship with Paterno and association with football, according to some tweets and articles. Paterno has generously given to the University monetarily over his 61yr affiliation. He built a wing of the library and a student center. As documented earlier, “JoePa IS Penn State”, not Penn State Football, Penn State! The University’s Administration and Paterno have had a strained relationship for years. His unbridled power directly enabled a pedophile to use campus and athletic facilities as a “safe” area to rape children. Perhaps that is why the Board of Trustees exerted their power by firing Paterno after he said he would retire at the season’s end. They finally found a way to prove he wasn’t Penn State; he would leave on their terms.
Thirdly, I found a lot of tweets regarding the legacy JoePa and the future of Penn State. I am going to say this, it is too early to talk about who should replace Paterno. It’s too early as the season isn’t over and it is disgusting because the whole scandal isn’t about Paterno. Again, 8 (probably more) boys were molested. The focus should be on what went wrong at Penn State in regards to how it failed these young boys. Not, how will the new recruits feel not playing for Paterno? How Paterno’s legacy would be viewed would just be speculation anyway. I choose to see it in this manner: Yes, Joe Paterno, 400 wins makes you a great coach, but not standing up for the weak, makes you a poor human.
Yes, Social Media is and will continue to be a powerful tool for sport managers. I learned of the scandal and the firing via my social network. One clear advantage is it is very easy to speak to the masses in your own voice. This, however, could be dangerous, just ask Ashton Kutcher. Wait, you can’t, because he deactivated his Twitter feed after he made a Pro-JoePa tweet without knowing all the facts. He was inundated with replies chastising him. He decided his only recourse was to sign off. Social Media is a new world and mistakes will be made. But it is a valuable tool to reach the world in a more immediate and intimate manner. Sport managers should proceed with caution and handle with care.
Kelli
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