From studio to screen: The production processes of Polish televised football and discursive (re)constructions of race/ethnicity

A wide body of research has focused on representations of race/ethnicity in sport media content, because of its central location in popular culture. These studies found that sport media content serves as a site where hegemonic and reductive discourses surrounding racial/ethnic identities are habitually reproduced. So far, these studies have predominantly been textual analyses. Studies that take into account the polysemic readings of media content by audiences remain few, especially beyond the Anglosphere and Western Europe. This audience reception study addresses this gap by exploring how young audiences of televised football relate to racialized preferred readings, and how they themselves give meaning to race/ethnicity and Whiteness in their everyday football talk, in the little-researched context of Poland. In 13 focus groups (n = 45) with young adults (17–30) several key discourses were identified. This study found that most of the interviewees reproduced hegemonic discourses surrounding racial/ethnic differences, in particular regarding Black football players. The study also identified that in their everyday football talk audiences (re)produced contingent hierarchies of Whiteness.