How ESPN got the story wrong
Take a look at the transcript, and judge for yourself.
The latest issue of ESPN the Magazine features an article by Jake Zucker titled “6 Things You Should Know About Cheering for a Losing Team.” In the article, which is not posted online, Zucker interviews Northwestern cheerleader, senior Krissy Cox and quotes her complaining about the difficulties of “cheering for a losing team.”
“Definitely a disappointing piece,” said Mike Wolf, Assistant Athletic Director of Northwestern Athletic Communications in an email.
This article has spawned much outrage in the Northwestern community, which initially mobilized as a Facebook group with over 600 members titled “Petition to kick Krissy Cox off the Northwestern Cheerleading Squad.” The group was taken down Sunday evening.
The athletic department has declined interviews on the subject but has released the emails exchanged between Cox and Zucker to North by Northwestern.
After reading the email exchange between Cox and Zucker, it is clear that what is most disappointing about this piece is Zucker’s complete disregard for journalistic ethics as well as the most basic of errors: Northwestern is not a losing a team.
Although the text of the emails indicates a possible supplemental interview via Gchat, no transcripts of that kind were made available by the Athletic Department. Based on the emails, it seems that Zucker was able to twist her quotes and intentionally misconstrue her words. That is a testament to his lack of integrity and to ESPN the Magazine’s lack of professionalism.
Although Zucker asked Cox some very leading questions, her answers via email were supportive of Northwestern athletics. For example, in her initial response to Zucker, Cox said, “This past weekend, we were losing to Indiana by about 28-3, and as cheerleaders, we have to remember that anything can happen until the clock runs out in the fourth quarter. And we beat them, 29-28. So really, anything can happen, so we have to stay positive and optimistic.”
In a follow-up interview, Zucker asks Cox to elaborate.
Zucker: You mentioned that your squad tries to use cheering to attract attention to struggling sports. How much of the spotlight do you share with the teams?
Cox: I think what I meant by this is that we try to encourage fans to attend sports games that usually do not attract as much attention as football. The squad tries to attend as many volleyball games, soccer games, etc. as we can, even though we aren’t necessarily cheerleaders at that game. The spotlight is always on the team, we are there to encourage them and keep the fans going.
What is interesting is that Cox never actually mentions trying to attract attention to “struggling sports,” words that Zucker puts in her mouth. Even so, Cox does an eloquent job of handling the question and explaining herself.
In his article, Zucker conveniently leaves out the questions he asked Cox, instead using transitions to make it appear as if Cox gave these quotes directly without prompting. While this is a standard narrative tool journalists use, the framework he provided completely changed the tone of what she said. Even the headline is misleading — the apparent reason for the interview was not to discuss what it was like to cheer for a losing team.
Zucker’s article is an example of the ridiculous sensational reporting that serves as a disgrace to the professionalism of the institution of journalism. Lacking a story of real substance, Zucker felt compelled to cook up a work of fiction to get fans riled up and give readers something to laugh about and scoff at.
Clearly, he went into this interview with an agenda and rather than listening to what Krissy Cox had to say, he disrespectfully used her as a front to mock Northwestern football. The truth, that Cox is a proud and supportive Northwestern University student-athlete, would not have made for a very exciting story. However, that is no excuse to deliberately recontextualize an interview in an attempt to sell a story. If there was no story in their interview, then Zucker should have killed the piece. It is a shame that this poor substitute for journalism has stirred up so much controversy on our campus and so much anger has been mistakenly directed at Cox.
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if there was a ‘like’ button on NBN, i would press it for this article.
A
December 8, 2009 at 7:12 pm
This is awful. I hope those responsible for the Facebook group apologize to Krissy.
S
December 8, 2009 at 7:53 pm
Totally agree with S. My biggest problem with this and the reason I did not get involved with the facebook portion was that no one had the article and when I read it, it not only was not that bad but now we learn that Krissy was thrown under the bus. The group was only based on the title of the article, which played into exactly what Zucker wanted…I thought NU students would be smarter than to fall into that trap and jump to unfair conclusions. Go ‘Cats!
Hmmm
December 8, 2009 at 8:13 pm
Thanks so much for taking the time to delve into this story a bit more. It really shows a lot that the magazine simply glossed over. Guess it goes to show what a real Medill degree means, after all.
Bethany
December 8, 2009 at 9:18 pm
I’m pretty sure that some of the quotes from the ESPN article are not in the transcript at all. So either there was another interview that the athletic department doesn’t have, or Zucker completely made some stuff up.
Confused
December 8, 2009 at 9:32 pm
ESPN The Mag always has a “six things you need to know about X” feature, FYI. Also, what does Zucker have to say about it?
bake1234
December 8, 2009 at 9:56 pm
As a Medill student (and, of course, a proud Northwestern fan), I am deeply ashamed that a fellow journalist would use his skills and position to disrespect an entire university (and one of its students) like this.
Miriam
December 8, 2009 at 10:04 pm
I’m one of those who definitely jumped the gun and cried afoul against Krissy. I’m sorry that I was one of those who assumed the worst. On behalf of those who only recently were critical of your supposed “treason”and are now too ashamed to admit otherwise: I was wrong. I’m sorry.
Coming clean
December 8, 2009 at 10:33 pm
Thank God some people didn’t get caught up in the mob mentality. Thank God for NBN.
Thank God
December 8, 2009 at 11:51 pm
For anyone on Twitter, Zucker’s @Jake_Zucker.
and go here to submit a complaint to ESPN – http://espn.go.com/sportsnation/mailbag/_/id/14730/14730
Rowena
December 8, 2009 at 11:52 pm
Why hide this guy’s email address, he publishes it on his Web site. His email is JakeDZucker@gmail.com
Medill Avenger
December 9, 2009 at 8:14 am
Did anyone find out if he did a phone interview in addition to the missing g-chat transcripts?
I doubt a 20something kid like Zucker has the balls or the power to make up an entire interview and pick the title of the article in a national magazine. The editor makes the final decisions, not Zucker.
Q
December 9, 2009 at 1:35 pm
This is a great article. Good journalism.
JS
December 10, 2009 at 12:05 am
Originally I was very outraged after being invited to the facebook group and I couldn’t believe one of our own cheerleaders would say something like that. Thankfully, she never did and I’m very glad for it. Go ‘cats!
I would however like to press the dislike button for Zucker.
Sophia
December 10, 2009 at 12:54 pm
Can anybody in admissions check to see if Zucker was denied admission to Medill when he was an impressionable little high schooler?
Class of '86
December 11, 2009 at 9:59 pm
Zucker’s a dick!
Ned
December 16, 2009 at 3:07 pm
Not sure if anyone’s seen, but this week’s ESPN Mag has a “make-up call,” if you will, that briefly acknowledges last week’s story and highlights some of the upcoming events across NU athletics
Dan
December 17, 2009 at 11:43 pm
everyone send him an e-mail. flood his inbox!
JakeDZucker@gmail.com
revolt
December 19, 2009 at 4:01 pm