Media Representations of Filipino Athletes and Their Alignment with Humanistic Values and Competitive Drives

Abstract

Contemporary attention given to sports leads to an interesting discussion about how Filipino athletes are portrayed in the media and how they align with the humanistic values and competitive nature of this particular group. This study sought to refocus attention on the complex connection among media representations, humanistic principles, and competitive temper. This study used a mixed research methodology and random convenience sampling to choose collegiate-level athletes who are currently competing in the Philippines. Media representations of Filipino athletes were measured by conducting a media content survey of targeted media channels through different digital platforms. A quantitative survey was used to determine how athletes feel about the humanistic and competitive ideas that are portrayed in the media. The humanistic values of participating collegiate athletes were evaluated using the Olympic Value Scale created by Koenigstorfer & Preuss (2018). Furthermore, Menesini et al. (2018)'s Competitive Attitude Scale (CAS) was utilized to evaluate athletes' competitive drives. Using a thematic analysis method, the media content survey results indicate that most news media channels and programs feature stories of Filipino athletes in the context of winning and competitiveness. News features about humanistic values are occasionally presented. Self-assessment of Filipino athletes shows humanistic values were rated higher than competitive drives, although the two aspects were found to have a significant relationship yet only moderately associated. The study reveals that Filipino athletes are inadequately depicted in the media, with much focus on winnability and competitiveness. Whereas Filipino athletes recognize the importance of competitiveness in sports, they place higher regard for humanistic values in their sport participation.