Thao Do
November 26, 2001
J 388- Communication Theory
Professor Carl Bybee

Sporting events paused in light of the devastating terrorist attacks on September 11, 2001. "The Week That Sports Stood Still" was the title of Sports Illustrated on September 24, 2001 (Volume 95, No.12). Sports are an important aspect of America's culture. We watch sports, we play sports, and we teach our children to do likewise. When America put sports on hold, it was a big deal.
This particular issue of Sports Illustrated is powerful. The producers of the magazine force its readers to reflect on the event in American history that will change our lives forever. Since the morning of September 11th, Americans have engaged themselves in all forms of media to stay informed, feel reassured by national leaders, and to mourn over the beloved lives of fellow Americans.
Mass media producers acknowledge that Americans feel vulnerable and confused.
" Be proud because you are an American. If you are not, you are an outcast." I believe this is the theme after analyzing the magazine and placing myself in the subject-position that the producers of the magazine desire their readers to be. The content of this issue contributes to the discourse that American is White because the entire collection of advertisements, images, and articles clearly pronounce patriotism and American pride. This discourse analysis constructs people of color as 'others' because they are minimally portrayed in this particular issue.
I begin to introduce the discourse analysis by introducing the cover. The flag and the empty seats on the cover are signs. The flag connotates patriotism, pride, freedom, unity, and power. The empty seats connotate lack of participation and interest. The main audience of Sports Illustrated is male. Males are characterized as competitive and aggressive. Engaging in sports is important and even a necessity. When a male reader picks up this issue, he may feel fired up and realize that being American is great. The cover's indexical and ionic signs reveal this myth: Sports is Americaness and because our culture is willing to put sports on hold, this tragic event is important. Americans need time to reflect on the current event. The energy of readers is placed temporarily off of sports, but on the need to raise flags and pronounce pride. Images of flags are placed throughout the entire layout (pp.3, 6, 7, 8, 28, 29, 41, 42, 58, 62, 67, 81, 84). America refers to the flag as pure patriotism.
The images of flags are all accompanied by Caucasian males and females. I wondered why there were no ethnic Americans placed with the images of flags. This representational practice signifies that race is an important element to define Americaness. This creates a binary opposition. You are Caucasian or you are a person of color. Sports Illustrated is creating a system of power through race. The media presents Middle Easterners, people of color, as the enemies. 'They' victimized our fellow Americans. The producers of the magazine were careful not to place minorities with images of flags that connotate patriotism because some people of color have different references to the American flag. For example, the Talibans feel hatred when they see the American flag. The producers assert that all Whites have American pride, but not all people of color. I believed it was a safety tactic to associate patriotism with Caucasians.

I was misled to believe that Sports Illustrated is a publication aimed for diversity because the first layout is an African American advertising for Gap clothes. He is portrayed as slick, laid-back, and exotic. I am subjected to believe that African Americans have equal opportunities and have the same ability to obtain power and recognition as Whites because he is the first human being portrayed in this publication. After flipping through the pages of the magazine, I noticed that there were less than ten people of color. Seven of the individuals were African American. I turned back to pp.1-2 and questioned the placement of the ad. Is it propaganda? Was it a privilege for a minority to be placed first? I am not certain, but it is evident that Sports Illustrated represents people of color as 'others' because they are minimally portrayed in this publication.

There is one image of a Muslim in this issue (p.24). Khalid Khannouchi, the world-record holder in the marathon, makes a plea for tolerance and understanding. The photo is of Khannouchi in his U.S.A. uniform. The uniform is a sign that juxtaposes Khannouchi is an American. He is on our side. It is likely that Americans cannot differentiate between Palestinians, Arabs, and Muslims. Many Americans generalize and stereotype Middle Easterners as terrorists based on their physical features. It is detrimental because Americans do not understand the differences of cultures and religions in the Middle East. Americans are creating separation and gaining power by doing so. Khannouchi's article is placed in the form of an editorial. His beliefs are countering the normal assumptions made by Americans about Muslim people. He says, "Terrorism is no part of our religion. Who has done more harm to the name of Islam than these people?" I respect Khannouchi's comments, but his article is a plea for patriotic Americans to not hate all Muslims. I agree with his assertions because Americans cannot generalize that all Muslims hate America and that they are terrorists. Sports Illustrated does not portray any other Middle Easterners because it would be risky. Americans are resentful, confused, and angry at the terrorists, so Sports Illustrated does not want to challenge the hegemonic view.

The lack of minorities presented in this issue assert that being American is based on race. The regime of truth is that to be American is to be White. On pp. 70-80, there are feature stories about families who lost loved ones on September 11th. Every family and victim is Caucasian. I question why the editors of Sports Illustrated chose these families. Why are families of color not represented? White Americans were not the only victims. Sports Illustrated gives White Americans power. I also observed that the families were middle to upper class. On pp.70-73, the article denotes that the Sezna family golfs and lives in a countryside home near a river. The parents own successful businesses and have respectable careers. The Sezna family is clearly wealthy. Wealth and power come hand in hand. "They can rip off your arms and legs," said Mr. Sezna, father of the victim, " you just don’t want them taking your children." They refers to the terrorists who took the lives of 5,000 Americans. They separates the terrorists from Americans. Americans are generalizing they as Middle Easterners. Middle Easterners then become ‘others.’ Mr. Sezna is resentful, and Sports Illustrated is an outlet for him to express his anger toward the terrorists who victimized his family. Readers empathize with the victims’ families and generalize Middle Easterners as barbaric.

The images and articles in Sports Illustrated have constructed the reality that Americans will persevere. On pp. 6-7, the two-page layout denotes big, high school football players charging at the cameraman, The captain is carrying a flag. The image connotates rage, fury, pride, and strength. Americans are subjected to feel power. This image is one of many that encourages and lifts up the hopes and spirits of Americans. Americans will not give up or give in to the terrorists. The overall theme of patriotism and unity in this issue show them that Americans are strong and powerful. Americans are the world leaders with wealth and power. The Talibans are also wealthy and powerful, but America’s commitment to unity and perseverance will conquer the Talibans.
The consistent images of White Americans deny the existence of ethnic Americans. The images and comments made by these featured Americans portray that there is a separation between minorities and Whites. I question Sports Illustrated’s political and social agenda. I understand that the producers and writers chose stories and images related to sports. The tributes written about selected victims are beautifully written and inspiring stories about their sports-related success experiences. I question why the portrayal of Americans in this issue does not correlate with America’s diversity. America is a country rich of cultures and ethnicities. I believe Sports Illustrated should have made a bigger effort to portray the true unity that will make America persevere during this time of war.