Why must our sporting idols be nice?

Desire to place the highly successful on a pedestal does no one any favours.

I was at the O2 last week to witness one of the great spectacles in sport as Roger Federer dismantled Janko Tipsarevic in little over an hour, barely breaking sweat in the process.

What struck me however, apart from the incredible beauty of the 31-year-old’s game, was the sheer noise that accompanied his every move. Had someone told me that I had somehow lost myself in the arena’s vast upper tier for four weeks and emerged during one of The Rolling Stones’ sold out gigs at the end of the month I wouldn’t have doubted them.

I have watched Federer play in this country a number of times now and each time I do I am amazed at the incredible level of popularity that follows the Swiss everywhere he goes. As Andy Murray found out at Wimbledon on in July and again on Sunday night, patriotic fervour has nothing on Federer’s universal charm.

Elite sportsmen attracting widespread adoration is hardly groundbreaking or newsworthy, but the almost cult like following that Federer enjoys verges on the unnerving.

I have lost count of the amount of people who, like characters from the Gillian Cross novel The Demon Headmaster, have trotted out the same lines about how classy the Swiss is, both on and off the court- the words “humble” and “great” following not far behind.

I would, from a pure sportsmanship perspective, severely dispute this assertion but what is it about players, be it in single or team events that fans care so desperately as to whether or not they are nice human beings?  

It seems that we want to feel that despite all of the scarcely unbelievable successes our heroes enjoy, at the end of the day when they take off their boots and throw down their kitbag they are just like you or me.

In fact, the more successful they are, the more desperately this emotional link is sought after.

When Tiger Woods burst onto the golf scene at the 1997 Masters, romping to his first major win at the age of 21, the story was of a charming college graduate with an unbreakable bond with his father Earl. When Lance Armstrong won the first of his seven tainted Tour de France titles, many journalists were prepared to ignore the doubts surrounding the legitimacy of his victory and chose to focus on the medical miracle. It was if they too needed to believe in something perfectly accessible.

If we revisit Federer for a moment, I am not for a moment comparing his conduct to that of Woods or Armstrong but I cannot be alone, for example, in noticing his crass speech after winning the Wimbledon title in 2009.

The victorious Federer, a then six time winner of tennis’ most prized trophy, tried to pretend, or honestly believed, that he knew how Roddick, a three time runner up, was feeling. The American’s bewildered facial expression said it all.

As Roddick began to come to terms with the fact that he had won the most service games ever captured in a Wimbledon final only to come up short again, Federer unfurled a new wardrobe already emblazoned with details of his most recent triumph.

Later in the year, as he let a two sets to one lead slip against Juan Martin del Potro, Federer was involved in a flashpoint with umpire Jake Garner and was fined for swearing in an exchange with the official.

His tears at the 2009 Australian Open - what now must be seen as a shamefully self pitying gesture in response to losing three consecutive major finals to Rafael Nadal. If there were "first world" tennis problems, Federer had them.

Yet despite all of this, the Swiss was still handed the ATP’s "Stefan Edberg Sportsmanship Award" for the year. The yarn of nicety was one too good to stop spinning.  

Andrew Castle often notes that Federer had a fiery temper as a teenage junior as he struggled at times to mould his incredible talent into a world conquering force. “What changed?” the former British number one often muses.

Well, winning of course. It is not difficult to be gracious in victory and, more often than not, Federer has his ATP brand friendly platitudes mastered perfectly. The BBC even used the clipped quotes from a victorious Federer to justify their assertion that Andy Murray would one day win a major title of his own.

But look deeper. When losing his biggest matches and in career defining defeats Federer has lacked all of the class that supposedly sets him apart as a human being.  That evidence is everywhere.

The reality Federer is no better or worse than the vast majority of players on tour, he just wins more than most. He breaks equipment and swears on microphone just like everyone else, however, because of his supreme level of performance across a decade, there are many who are desperate to set their man on a pedestal in order that they can identify with their idol.
The logic seems to be that if they can label him an all conquering everyman and hero, his remarkable string of achievements become easier to understand and digest.

It is the same emotion that compels many to begin writing Federer’s sporting obituary as if, at 31, he has spent 13 sedentary years since turning 18 mixing hit and giggle tennis with a rock and roll lifestyle. This desire to understand works both for and against the 17 time major champion.

Once a trust has been lost, as Woods and Armstrong have found in recent times, it is lost forever, but whilst an illusion of niceness and level headedness remains, fans will defend their heroes to the hilt.

It is for these reasons that I have always found figures like undefeated American boxer Floyd Mayweather the perfect antidote to this desire for niceness. His flaws as a human being, of which there are many, are such that no commentator would ever accuse him of being a crowd favourite but the 34-year-old is a phenomenal talent who knows how to put on a good show.

He invites Justin Bieber to guest star amongst his entourage and, at a time when the ATP try and encourage their combatants to talk respectfully about wealth and privilege to make them more accessible to the average fan, Mayweather takes his laptop around his $10m house to show off his array of supercars and female companions to US soldiers posted in Iraq.  

This may not be classy behaviour but it ensures that we enjoy Mayweather for his ability alone and do not get caught up in linking sporting wealth to moral fibre or personal likeability. After the wealthiest fighter in the history of the sport beat Miguel Cotto earlier this year to protect his perfect record as a professional, he spent 87 days in prison for battery. The lines between professional perfection and personal fallibility could not have been more starkly drawn.

Closer to home, the freedom afforded football figures like Ashley Cole, Wayne Rooney and Luis Suarez after being written off as morally bankrupt at various stages of their careers, has  actually been beneficial. After all, it is hard enough being a world class sportsman without having to be everyone’s favourite personality too.

It is busting this compulsion to box our idols into a more accessible category that takes a massive weight off the shoulders of the athletically gifted and allows them to focus on what we love them for most.

Perhaps Roger Federer should shun his moral compass for the 2013 season and alienate some of his loyal fans with an ill-advised outburst. He might just relish the freedom.  
 

Is Roger Federer as nice as we think he is, or does he just win a lot? Photograph: Getty Images

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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA