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Abstract
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| In 2014, the fully electric racing series Formula E, aimed at promoting clean energy and sustainability, was launched in Beijing (China), at that time the world’s most polluted city. Despite Formula E’s sustainability credentials, the question remains whether one of its core values, i.e. environmental sustainability (ES), is picked up on by sports television broadcasters. Using a qualitative framing analysis, I identified, compared and contrasted frames, and the significance of ES herein, in three UK broadcasts of Formula E’s first three season opening races. Results indicate that, although the narrative of ES was introduced minimally during the inaugural broadcast, ES was neglected as a frame during consecutive broadcasts. Results suggest that this is because sports broadcasters prefer audiences to align Formula E according to more traditional values and ideas associated with broadcasting of motor sport, and, as such, to avoid affecting, i.e. reducing, audience confidence and ratings. |
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