By
Bob SteeleNelson Poynter Scholar for Journalism Values
Throw the penalty flag! Blow the whistle!
National Football League (NFL) officials are clearly guilty of unsportsmanlike conduct. They seem to think that the photographers who are covering NFL games from the sidelines should be wearing vests with the logos of advertisers.
This is an inane idea and news organizations should refuse to go along. The NFL is a powerful force when it comes to marketing, but its commercial ventures should not erode the integrity of the journalists responsible for covering the league.
While they're at it, news organizations should consider a sideline review of their own decisions regarding the selling of space on journalists and on camera. More on that in a moment.
You may argue that fans in the stands or folks watching the games on TV would never think the photographers are personally endorsing the companies that buy these sartorial sales pitches. And that's likely true. But there is a substantive principle at stake.
Journalists are supposed to be INDEPENDENT. That means reporters, photographers and everyone else involved in gathering, reporting, producing and delivering the news — and sports and the business of sports ARE news — should be loyal to their journalistic purpose, not to some outside force, and that includes advertisers. If there is even a perception that journalists are unduly swayed by other loyalties, then the credibility of the journalism is suspect.
If the public senses that journalists and their news organizations are more beholden to advertisers than to the coverage of the games and the issues of the league, then journalism suffers. Requiring the journalists to sport advertising logos compromises professionalism and erodes ethics.
Journalists and their news organizations across the land should "just say no" to this bad idea from the NFL.
And, while we're at it, how about a quick gut check for the executives who run the networks and local stations that cover the news, including sports and weather and entertainment.
Are your journalists outfitted in clothing that bears the logos of companies who buy space on those garments? Are your photographers wearing rain gear or your reporters wearing parkas that sport the logos of companies that have a deal with your news organization to trumpet their togs? Are your anchors or commentators donning blazers or sports shirts with the logos of sponsors? Have you been selling the souls of your journalists and your journalism to make a buck?
Let's challenge the NFL for its bad judgment on this clothing-ads issue. And, if necessary, let's throw a penalty flag against ourselves for any similar violation.
Or...as one reader told me, "We need to put decals...
