For those people that have not heard about the so called controversial comments of Deion Sanders in reference to Johnny Manziel, I am going to post them, give my thoughts on his comments, and my thoughts on the coverage of Deion’s comments. Many people in the media are taking a chance to make fun of and belittle Deion and his comments. Deion Sanders was a guest on Roland Martin’s podcast and Deieon stated that Johnny Manziel has “ghetto tendencies”. Then Deion was asked to clarify what he meant by “ghetto tendencies”.
Deion: “Because he was successful he made it and he let you all know he made it and he was cocky, he was flamboyant and he let you know.”
Roland Martin: “So he was a white Prime Time (referring to Deion Sanders) coming out of college?”
Deion: “Thank you. And I love him. I love him. They had the music playing when he came in. Put his whole equipment up, who go out there all do your pro day with all your equipment on? That’s some hood stuff. I love Johnny Football.”
I was listening to Sports Talk 790 AM this morning (04/04/2014) and the hosts of the show were confused on why Deion Sanders would back off his comments about Johnny Manziel having “ghetto tendencies”. The hosts went on and on about how Deion did not use the word “ghetto” in a way that was positive and that he should not have used the word to describe Johnny Manziel. The hosts also looked up the word “ghetto” in the dictionary and its meaning in the Urban dictionary. Of course Deion did not really use either of these definitions of the word “ghetto” when describing what he thought of Johnny Manziel, so the radio show hosts highlighted this fact. Then the hosts stated that he should not have backed off his comments about Johnny Manziel and he should have explained what he meant by “ghetto tendencies” especially if he thought it was a positive comment. While I was listening to the radio show I started to wonder why the radio show hosts was taking this point of view on Deion’s comments. Then I thought about the business side of the media and I think it would benefit others to look at situations from a variety of perspectives.
I had to understand that the media has an agenda and each radio station has to be able to sell advertisement space. The hosts of the show could very well agree with the callers but they can’t act like it, because they are under pressure to keep people listening to their channel for advertisement reasons. The hosts have to stick with ideas that are status quo and conservative because most people think that listen to the radio most likely will think in a similar way. Most of the people that own and run radio stations are white men and most of the people that listen to talk radio are white men. The sports talk radio audience is roughly 77% male*.
When we look at the race of Sports Talk listeners they are 51% Caucasian, around 26% are African American, and roughly 19% are Hispanic.* This means that the advertisements and the content of the show are geared towards its target market and it seems to me that a large segment of that market will be white. It makes business sense to have talk show hosts side more with a conservative point of view, versus a more diverse or liberal perspective (liberal meaning classical liberal, relating to freedom, in this case freedom of speech)on topics. By ensuring that the radio hosts use a conservative point of view they keep the larger segment of the market happy and they give more liberal thinkers something to think about and comment on.
What I mean by this is exactly what happened on the AM 790 sports talk show this morning pertaining to Deion Sanders. The radio station had hosts that acted as if they could not believe Deion said something racial and they also stated he should have used a different word other than “ghetto”. The hosts said that Deion should have just said Johnny Manziel is a confident football player instead of saying he has “ghetto tendencies”. For many African Americans and other races as well, there would not have been a problem with what Deion Sanders said because African Americans, Hispanics, and Whites use the same slang and vernacular when they talk.
Race is always the number one topic in America to stir up controversy and now the hosts had a famous African American, Deion Sanders, using a buzz word “ghetto” to describe a white athlete, Johnny Manziel. So what do the hosts do with Deion’s comments, they take the conservative point of view and in response to this point of view, the liberal thinkers disagree with this point of view. Now the radio station has satisfied it’s larger target market and the smaller segment of its market by giving both markets what they want. To my point many African Americans called into the show including myself, to disagree with the point of view of the radio hosts.
On the show I pointed out the fact that Deion just like any other American can use words the way they deem fit and that the media cannot dictate how people choose to use words or formulate sentences. I also stated that just by using the word “ghetto” does not automatically mean something negative or bad, nor does it mean it should be associated with African Americans. I also pointed out the fact that the etymology of the word “ghetto” comes from the word “gheto” or ghet” which was used to describe the part of town Jews were forced to live in. This is from Princeton University:
**Etymology
The term “ghetto” actually comes from the word “gheto” or “ghet”, which means slag in Venetian, and was used in this sense in a reference to a foundry where slag was stored located on the same island as the area of Jewish confinement (the Venetian Ghetto).[2] An alternative etymology is from Italian borghetto, diminutive of borgo ‘borough’.[3]
**Story
The term came into widespread use in ghettos in occupied Europe 1939-1944 where the Jews were required to live prior to their transportation to concentration and death camps during the holocaust.
The definition of “ghetto” still has a similar meaning, but the broader range of social situations, such as any poverty-stricken urban area.
*http://www.talkers.com/2011/10/20/qualitative-aspects-of-the-talk-radio-audiences/
**https://www.princeton.edu/~achaney/tmve/wiki100k/docs/Ghetto.html