The number of advertising campaigns in sport, which promotes anti-racist views, is notably big. Historically, TV did not provide equal acknowledgment for the success of African-American sportsmen in their achievement. Those trends were common for magazines, where a sub-divided proportion of black sportsmen appeared on the magazine covers far underrepresented due to the affection of potential consumers (Wenner). However, todays sport in its cooperation with media enterprises have made a big step further in the eradication of racial prejudices. Football matches start with anti-racist appeals to supporters. Anti-racist posters are ubiquitous; the same could be said about the number of commercial videos, which are shown right before the football matches. Moreover, sport could be understood as an institute, where minorities are able to have equal opportunities in order to pursue their aims (Jarvie). Role models and heroes are used by football associations in order to have an effect on younger generations, so they do not get racist views in their future.
The largest anti-racist organization in today’s football, FARE launched a huge number of projects against discrimination. Its cooperation with FIFA have brought major changes in the current problem; a severe punishments for racial-abuses from the fans, annual football friendly matches in order to promote a multinational society and other alternatives to get rid of biased judgments in football, and in a society too. “FARE believes that football has a universal appeal across all communities, the impact of which cannot be underestimated”. “ It is important to work with victims of racism and those affected by social exclusion in many places, to aid their integration and address problems of social cohesion” (Wachter and Fanizadeh). With the presence of companies like FARE and FURD in media, we may see that today’s racism gains an immediate resonance around the world. “There is now a greater awareness of the so-called "silent majority" and of the media, which results in more media reports and disciplinary action” (Wachter and Fanizadeh). With the help of media we are able to construct multinational teams at amateur and professional football competitions.
One can notice a variety of appeals from football stars which are targeted for the eradication of racism from football. Media seems to use football as a means of communication between people and the opposed in order to eradicate the problem not merely from football, but from the society as well.
Jarvie, Grant. Sport, Racism, and Ethnicity. Ondon: Falmer, 1991. Print.
Wachter, Kurt, and Michael Fanizadeh. "Racism in Football—Football Against Racism: the Fare Experience | UN Chronicle | Find Articles at BNET." Find Articles at BNET | News Articles, Magazine Back Issues & Reference Articles on All Topics. Sept. 2007. Web. 08 May 2011.
Wenner, Lawrence A. Mediasport. London: Routledge, 1998. 150-66. Print.