Research Paper on "Problem of Domestic Violence in American Athletes a Marketing Perspective"

Research Paper 10 pages (3226 words) Sources: 10

[EXCERPT] . . . .

Domestic violence was incorporated under assault and battery. In total, the 86 athletes faced 144 charges (Otto, 2009).

The results of the search indicate that there were significant reductions in both charges and sentences. Of the 144 crimes, 71% received reduced charges (Otto, 2009). Of all of these charges, crimes against women made up the majority, 32% of the crimes were sex crimes, 27 were rate crimes, and 12% were battery crimes. With nearly 50% of all crimes receiving a reduced charge, benefiting from reduced sentencing, it can be seen why there may be a desensitisation of the seriousness of crimes against women. The reduced charges for many of the sex crime and rape charges reduced to assault and battery charges, which in initial charges only made up 12% of all crimes, but following assessment for reduced charges, make up 35% of all the crimes (Otto, 2009). Importantly, 65% of the athletes charged with rape received a non-custodial sentence, and 65% of those charged with a sex crime received no custodial sentence (Otto, 2009). Interestingly, a differentiation was found in the distribution of sentences when separating professional athletes from the college athletes, 56% of the professional athletes received a prison sentence, compared to 32% of college athletes.

When examining this research, maybe argued that the culture probably starting with college, were not only is there a coveted missive towards violence towards women, there are also less severe punishments. It may be argued that the lower level of punishment is reflective of the hope that the college athletes will change, that they have made a mistake, giving them a second chance. However, it may also be seen as communicating a message regarding acceptability of violence towards women, which subsequently impacts on the high levels of domestic violence seen in professional athletes. By the time the athletes reach professional status, the culture and attitudes already developed, therefore the high level of prison sentences, which it is noted are still reduced compared to the general population, are less likely to act as a deterrent.

This research appears to be robust, taking data from bubble forces, avoiding a potential contamination of data through inclusion of potentially erroneous verdict. This statistical analysis provides evidence of the level. However, it may be argued that the robustness is lacking, as the charges and potential reduced charges reduced sentences were examined for the athletes, a truly robust study may also include assessment of similar charges in a control population, as there may also be issues with the justice system rather than simply the way the justice system treats athletes.

More directed research has been undertaken looking specifically at domestic violence in athletes, which will be considered in the next section, with the work of Crosset (1999) who argued that there was a rape culture within professional sport.

Rape Culture

Domestic violence is argued stemming directly from male attitudes towards women. Crosset (1999), argues that there is a direct link between athletic affiliation and rape culture, which dismisses towards violence against women. Rather than undertaking primary research, this peer-reviewed article examines statistics and ideas regarding previous research which may support or undermine the concept of the rape culture in sport. Crosset, (1999) starts out from an objective perspective, rather than accepting the empirical research that has taken place since the 1990s, seeks to determine whether or not a weight culture actually exists. It is noted that the concept of rape culture was created and proliferated prior to the emergence of data which appeared to support it. One may argue that where data is found to support a widely accepted theory, it may be due to the accuracy of the previous assumptions, that it may also reflect the potential bias in the way research is being undertaken.

Crosset (1999) notes that the research itself has been limited, and while there is a proven correlation between asset and the occurrence of violence against women, it is argued that many of the findings fall short of proving causation. However, when examining research that has taken into account elements associated with masculinity, such as institutional support, appear to create an environment where there may be support. One case cited to demonstrate this was that of Lawrence Phillips, who played for the University of Nebraska, and brutally beat an ex-girlfriend. He faced a temporary suspension from playing, but charges were dropped, and he was subsequently allowed to play in a university bowl game, and was then drafted into the NFL (Crosset, 1999). Notably, the treatment of the victim of this violent attack was not treated in the same generous manner, Kate McKewan, who was a member of the varsity basketball team went on to lose her athletic scholarship, and was only offered a non-athletic scholarship following public outcry regarding her treatment in the case (Crosset, 1999). Effectively, this is a case that demonstrates the way in which charges may be reduced or dropped, and supports the previous research of Otto (2009), and the way in which there appears to be a significant bias towards masculinity and the male perspective; the abuser suffered no long-term effects, but the victim was marginalised. Research quoted in the article demonstrates the way in which there is active behaviour on the part of authorities to silence victims.

Crosset (1999) argues that these accounts demonstrate the way in which there is an institutional problem, creating a culture in which violence against women is acceptable, and even expected.

The research is highly persuasive, it may be seen as a qualitative rather than a quantitative study, drawing on previous research in order to identify trends and theories. The approach is robust with the identification of relevant theories, as well as consideration of the degree to which there is empirical support for, or against, the ideas. The approach also facilitates an inductive level of reasoning, rather than the deductive reasoning associated with a positivist approach research, where it is accepted there may be more than a single answer to any research question. In a complex real-world environment, this provides a greater potential for understanding complexes, especially when earlier release, such as that by Schuppe, (2014) indicated that there may be differences between the different sports sectors. This research also took into account other potential influencing factors, such as alcohol.

However, while there are statistical results included, these are cited from previous survey. For example, the research by Bloom and Smith (1996) is quoted, in which the researchers examine hockey players, where hockey players are far more likely to be accepting them to permissive towards of ice violence compared to non-hockey players.

Crosset (1999) come to anything conclusion, that all of the different correlations which are found, combined with the theories that have support, indicate that violence against women is problematic within professional sport. Furthermore, he looks at the attempt to reduce violence, finds that the intervention policies have simply not work. This helps disappear is identified at the beginning of this paper, which is influencing higher levels of violence, and that violence levels will not reduce the changes. Crosset (1999) argues that at the core of all of the crimes there is a desire on the part of men to control women. Within the sporting sector, this is associated with masculinity, and is supported through the institutional and structural support for this attitude. Here it is argued that the resolution to this issue will only be to a change within culture, addressing male athletes, and individuals within sporting institutions, attitudes towards women so that violence is no longer permissible.

Discussion

Where domestic violence and violence against women is an institutional issue with in sports, no amount of marketing or public relations will help the organisations overcome the problem. Therefore, from a marketing perspective, policies and strategies order to minimise the negative impacts, while being seen to deal with the issue in the core and responsible manner. Marketers may therefore be best advised to try and influence policy and strategy makers higher up within sporting institutions in order to address the cultural issues. In the meantime, the public relations practices need to be accepting of the responsibility of the organisations had towards both society at large, as well as to victims. More sympathetic approaches towards victims need to be developed, and while one may not argue that potential abusers should not be victimised themselves until they are proven to be guilty, teams also need to take into account their broader responsibilities. There is no easy solution, found by the NFL when dealing with the rice issues however, a greater level of sympathy and desire to protect victims, as well as society, also need to be considered. Therefore, a different approach should be considered, which may include greater display of consequences towards sportsmen, as early stages rather than only when they reach professional level. This is not necessarily reply only on the legal system, but on the way in which sporting… READ MORE

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