Journal of Student Research (2013)
Volume 2, Issue 1: pp.
29-35
Research Article
a. Eastern Kentucky University, Richmond, KY, 40475
www.jofsr.
com
29
Michael Vick’s Pit Bulls & Dogfighting: Ramifications of
Media Coverage
Rebecca Crinean Pickens
a
According to The Humane Society of the United States, from 2006 to 2008 there were more than 3,000 pit bulls removed from
dogfighting rings.
The majority of surviving dogs were euthanized upon confiscation by authorities.
The purpose of this research
was to examine the possible impact of Michael Vick’s dogfighting case on print media coverage of pit bull-type dogs.
The
research questions were whether the extensive coverage of his dogfighting charges would change how media portray these dogs,
and whether the issue of dogfighting would become a more widely covered topic.
The research process included a literature
review of scholarly works written about pit bull-type dogs and a qualitative analysis of articles from The New York Times, The
Wall Street Journal, and USA Today published one year before and after the Vick case broke, using “pit bull” as the key search
phrase.
Articles were divided into different categories depending on the contextual use of the term “pit bull.
” Findings were
based on the analysis of those categories.
The results indicated positive portrayals of pit bulls and discussions of dogfighting were
primarily isolated to the coverage of Vick’s case and dogs.
The more than 200 other recorded raids on dogfighting rings that
same year went unmentioned, but six stories about aggressive behaving pit bull-type dogs were published.
This indicates media
coverage of this body of dogs did not change.
Media can learn there is more to cover than limiting the focus on celebrity
dogfighters and the cliché of pit bull-type dogs as vicious.
These changes in coverage could lead to an overall positive change in
the public’s perception of this greatly misunderstood group of dogs called “pit bulls.
”
Keywords: Pit Bull-Type Dogs, Michael Vick, Dogfighting
Introduction
The relationship between pit bull-type dogs and the
media is complicated.
While the exact genesis of the hysteria
surrounding what was once hailed the “all-American dog”
cannot be determined, the media are often cited as a primary
cause of their infamy.
An example of how influential popular
print media has been regarding this issue is the July 1987
Sports Illustrated cover story “The Pit Bull Friend and Killer:
Is the Pit Bull a Fine Animal, As Its Admirers Claim, Or Is It
a Vicious Dog, Unfit for Society” by Swift (1987).
The
article is believed by some to be a contributing factor for the
public’s fear of these dogs, “Unfortunately the pit bull, when
it attacks, doesn’t merely bite man-or, most horribly, child- it
clamps its powerful jaws down and literally tears its victim
apart” (Swift, 1987).
The magazine’s cover shot is a close-
up of a snarling pit bull-type dog with the text “Beware of this
Dog” boldly across the front.
The August 2000 cover of
Sports Illustrated celebrated Atlanta Falcons’ quarterback
Michael Vick as “Mr.
Electric,” (“Mr. Electric: Why Michael
Vick of Virginia Tech Has Sparked A Revolution at
Quarterback,” 2000).
The dark irony of that title would be
revealed with his arrest in 2007.
A drug raid at Vick’s Surry County, Virginia home
uncovered his underground dogfighting ring, Bad Newz
Kennels.
The authorities rescued 66 dogs from the property,
55 of them pit bulls (“Penalties are More Severe,” 2007).
“Mr. Electric” was found to have electrocuted, shot, and hung
dogs that did not perform well in his organized dogfights
(“Falcons’ Vick Indicted by Grand Jury in Dogfighting
Probe,” 2007).
For the first time in decades America rallied
for the pit bull.
Animal rights advocates saw an opportunity
to increase public demand for tougher sentencing on
dogfighting (“A Catalyst for Change,” 2007) and decrease
public fear of these misunderstood dogs.
While the coverage of the Vick case and the
rehabilitation of the dogs rescued from his property consumed
media coverage through 2007, the long-term ramifications of
the Vick case on the public perception of pit bull-type dogs
has yet to be examined.
As noted by Gorant (2010), the
opportunity to learn from the Vick case can diminish without
any change as the novelty fades:
The phrase of choice has been ‘moving on.
’ As in
‘Michael’s moving on’ or ‘People have moved on’ or
‘It’s time to move on.
’ It’s a euphemism that can be
roughly translated to mean, ‘Can’t we just forget all
that stuff and talk about football?’ Well, no.
There has
to be a way to reconcile these two positions, to join the
past to the present (p.
16).
But how long will the weight of the Vick case drive the
public’s demand of justice for fighting dogs? How long will
pit bull-type dogs be seen in the public’s mind as more often
victims of a stereotype than perpetrators?
Does the
compassion expressed for Vick’s dogs extend to pit bull-type
dogs as a whole?
The purpose of this research is to seek answers to those
questions by examining newspaper coverage of stories
involving dogs labeled as pit bulls before and after the Vick
case. The hypothesis is that the dogs rescued from Vick’s
property will be written about in a positive light, while stories
involving pit bull-type dogs not related to his case will
continue to have negative connotations, or not be mentioned
at all.
To understand the topic fully, a literature review has
been conducted of scholarly essays, newspaper and magazine
articles written from 2000 to 2010 using “pit bull,”
“dogfighting,” and “Michael Vick” as key search terms.
A
time frame of 2000 to 2010 was selected to give a multiple-
year space before and after the Vick case to allow for changes
in coverage of pit bull-type dogs to become evident.
There
Journal of Student Research (2013)
Volume 2, Issue 1: pp.
29-35
Research Article
ISSN: 2167-1907
www.jofsr.
com
30
are only 13 scholarly articles written on the topics of pit bull-
type dogs and dogfighting during this time frame.
They
include studies on sympathy toward fighting dogs, media
influence on public distrust of pit bull-type dogs, how owners
cope with the stigma of their dogs as dangerous, and a study
of differences in aggression among breeds.
“Sympathetic Reactions to the Bait Dog in a Film of Dog
Fighting: The Influence of Personality and Gender” by Lee,
Gibbons, and Short (2010) is the only research study
developed as a direct result of the of the Vick case.
While the
study made no comment pertaining to implications on media
coverage of pit bull-type dogs in the news, a conclusion could
be drawn based on their findings that the majority of the
public is sympathetic toward abused animals, even pit bulls,
as indicated by the outrage over the abuse the Vick dogs
experienced.
Media’s Portrayal of Pit Bull-Type Dogs
A search on media coverage of pit bull-type dogs and its
effect on public opinion yielded only one article by Cohen
and Richardson (2002) entitled “Pit Bull Panic.
” The study
was conducted five years before the Vick raid and thus bears
no relevance on how the case influenced news coverage of
this group of dogs.
However, Cohen and Richardson (2002)
placed blame on the media for portraying a negative image of
pit bull-type dogs without using credible sources or
journalistic integrity (p.
290).
Cohen and Richardson conducted a survey yielding
enlightening results regarding media influence on public
perception of rehabilitating fighting dogs.
The survey showed
most people distinguished between media portrayal of pit
bull-type dogs as inherently dangerous and the fact that all
dogs are individuals with distinct personalities and
temperaments.
However, those surveyed believed dogs used
in dogfighting should be euthanized, and not evaluated on an
individual basis (Cohen and Richardson, 2002, p.
308). These
results are interesting in light of the overwhelming public
outcry to save the Vick dogs from euthanasia, despite the
widely held belief by much of the public that dogs labeled as
pit bulls are unsafe for society.
The 2001 study by Twining, Arluke, and Patronek
(2001), “Managing the Stigma of Outlaw Breeds: A Case
Study of Pit Bull Ownership” addresses the way owners of pit
bull-type dogs deal with the stigma that their dogs are
dangerous.
The authors interviewed 28 owners who had
adopted a pit bull-type dog in the past year and a half
regarding their experience.
The study revealed that many of
the owners interviewed believed that inflammatory media
portrayal had influenced public fear of their dogs (Twining et
al., 2001, p.
15), indicating a perceived need for reform of
media coverage of pit bull-type dogs.
Twining et al.
(2001) interviewees indicated most people
who expressed concern over their choice to own a pit bull-
type dog based their fears around believed “viciousness and
lack of predictability” (p. 4) in these dogs’ temperament.
Results of the study showed that debunking adverse media
coverage was one of the most commonly used coping
mechanisms by owners to handle accusations that their dogs
were dangerous (Twining et al.
, 2001, p.
5). The researchers
found most owners listed selective reporting, sensationalism,
lack of objectivity, and failure to provide context as the
primary problems behind media coverage of pit bulls
(Twining et al.
, 2001, p.
15).
Their article does not go on to examine the reasons why
media portray these dogs in an unbalanced light.
But the fact
that debunking media-propagated myths was a common tactic
of pit bull-type dog owners indicates a need for further
examination of media responsibility and whether the Vick
case changed national print coverage.
Duffy, Hsu, and Serpell’s (2008) article “Breed
Differences in Canine Aggression” examined reports of
aggressive behavior divided by specific breeds from breed
club statistics and an online survey of dog owners (p.
4). In
their research Duffy et al.
(2008) use the term “pit bull” and
“Pit Bull Terrier” as the name of a specific breed.
The
accurate, historical definition of "pit bull" is a nickname used
for three breeds: the American Staffordshire Terrier,
American Pit Bull Terrier (not recognized by the American
Kennel Club) and the Staffordshire Bull Terrier.
The term
"pit bull" by itself is not an official breed name.
But this label
is commonly used today by media, owners, animal care
professionals and the public for any dog (often of unknown
pedigree) that has certain physical characteristics.
Therefore
dogs labeled as "pit bulls" fall into a huge category of various
mixes of many different breeds, and frequently have no
shared DNA (Olsen, Levy and Norby, 2012).
This is an
important point as it emphasizes that much of the research
about these dogs has been shrouded in confusion.
The study found that while dogs included under their
label of the breed “pit bull” did show higher levels of
aggression toward unknown dogs, their aggression toward
unfamiliar people was only 2.
3 % above average when
compared to the other breeds examined (Duffy et al.
, 2008,
p.15-16).
The dogs this study identifies as pit bulls were
ranked average in incidents of aggression toward owners,
while breeds including Basset Hounds and American Cocker
Spaniels were ranked high for owner directed aggression
(Duffy et al.
, 2008, p.
15). Duffy et al.
(2008) noted dogs
labeled as pit bulls in their study had relatively low scoring
for human aggression contradicting the widespread belief that
dogs defined by this term are inherently vicious (p.
15), a
belief for which media is often considered largely responsible
by advocates for spreading.
Books
In the last 10 years, few books have been written
pertaining to pit bull-type dogs.
The majority of trade
publications are owners’ guides.
Two that address the
cultural issues surrounding pit bull-type dogs are The Pit Bull
Placebo: The Media, Myths and Politics of Canine
Aggression by Delise (2007) and American Pit Bull Terriers
Fact or Fiction: The Truth Behind One of America’s Most
Popular Breeds by Capp (2004).
Both books seek to debunk
the widespread sensational myths surrounding them including
that they have locking jaws, a propensity to turn on owners,
and their brain grows too fast for their skulls causing
aggression (Capp, 2004, p.
83-87).
Capp (2004) states the media has influenced public fear
with “overzealous reporting” (p. 33), while ignoring attack
stories involving other types of dogs.
Delise (2007) noted
that in the 1970s coverage of a string of dogfighting raids
brought special attention to pit bull-type dogs by the media,
Journal of Student Research (2013)
Volume 2, Issue 1: pp.
29-35
Research Article
ISSN: 2167-1907
www.jofsr.
com
31
but with the high coverage of the fighting dogs came the
propagation of myths such as the locking jaw (p.
95-96) the
outcome of which was fear and misunderstanding about dogs
that should have received compassion as victims of a cruel
blood sport.
While both books were written before the Vick case
broke, the authors’ arguments provide a good basis to
measure whether popular print media has changed its tactics
since Vick.
Coverage of the Vick Case
At the time this research was conducted no scholarly
articles have been written about the Vick case or its effect on
media coverage of pit bull-type dogs.
However, there are
hundreds of articles covering his case in popular culture
outlets.
The majority of the articles are from trade
publications such as USA Today, The New York Times, Sports
Illustrated, and DVM. Most of the articles cover the Vick
trial and his future prospects in the NFL.
Of the articles not
strictly pertaining to case details, many centered on whether
Vick had been punished harshly enough for his crimes
(Weingarten, 2009, p.
A12).
Along with discussions on Vick’s punishment were
articles questioning why the NFL was treating animal cruelty
by players with more severity than domestic violence by
professional sports players (Sandomir, 2007, p.
D5).
In
addition to social issues, the topic of what to do with rescued
fighting dogs was a frequent debate in articles pertaining to
his case.
Some national animal welfare organizations
believed euthanasia was the most humane option due to the
unique challenges of rehabilitation and adoption of fighting
dogs available at the time (Schmidt, 2007, p.
D1), while
others disagreed and sought rehabilitation options for the dogs
(Gorant, 2008, p.
72, 77).
The few articles not discussing the
Vick case primarily dealt with legislation on dogfighting
issues along with a few on pit bull-type dogs and
stereotyping.
Summary of Literature Review
The scholarly articles addressed in this literature review
reveal a void in academic research pertaining to the effect of
the Vick case on public perception of pit bull-type dogs and
dogfighting.
No academic research has been conducted as to
whether the Vick case has changed the coverage of pit bull-
type dogs in news stories.
At the time this research was
conducted the only study examining these dogs from a
communication perspective is Cohen and Richardson’s (2002)
article “Pit Bull Panic,” but this article had a significant flaw
in the credibility of a source.
Cohen and Richardson (2002)
quote Richard Stratton as one of the foremost authorities on
pit bulls (p.
291). Richard Stratton is a dogfighting enthusiast,
so the choice to quote Stratton in a paper advocating for pit
bull-type dogs begs the question regarding their sources.
The lack of scholarly research on the issues of media
portrayal of pit bull-type dogs and dogfighting shows there is
room to expand common knowledge about these controversial
topics.
The goal of this study is to contribute to the body of
research by conducting a qualitative content analysis of print
media coverage of stories involving pit bull-type dogs before
and after the Vick case.
Methodology
This research focuses on whether reports of Vick’s
dogfighting case changed how print media portray pit bull-
type dogs.
A qualitative study was conducted of national
newspaper publications using the word “pit bull” as the search
term. Qualitative research method was used as this study
looked at primarily non-numerical data examining the context
in which pit bull-type dogs were placed when included in
print stories.
The purpose of this research was to identify any
underlying ideologies presented about this group of dogs
based on the content of the stories written involving them.
Research examined articles written one year before the Vick
case and one year after.
The choice to use a two-year time
frame was to garner a year’s worth of stories to determine
how print media covered these dogs immediately before the
Vick case, and directly after the case to gauge any change.
National publications were chosen because they are most
read by the general public regardless of location.
While there
are many more stories pertaining to pit bull-type dogs in local
newspapers, they primarily affect the perception of regional
readers.
The publications examined were The New York
Times, The Wall-Street Journal, and USA Today.
From April
25, 2006 to April 25, 2008 the search yielded a total of 54
articles with the term “pit bull” in the text.
There were 25
articles written before the Vick case, and 29 written after.
Each article was placed into specific categories based on the
context of the stories.
Categories
Below is a description of the 13 categories that emerged
from the text with examples to illustrate.
Advocacy
Articles in the “Advocacy” category discuss animal
rights groups who rescue or advocate for pit bull-type dogs.
Vitello’s (2006) article in The New York Times presents an
excellent example of an article in the “Advocacy” category,
“The underfed pit bull puppies were not the worst case they
had come upon in two years of running what some call their
soup kitchen for dogs.
”
Aggression
Articles about dogs identified in the story as pit bulls that
had shown aggression by attacking or biting a person or
animal were put in this category.
The New York Times story
“Pit Bull Bites Officers” (2006) is an example of the types of
story in this category “…a pit bull attacked one of them,
biting him on the leg…”
Breed Specific Legislation (BSL)
Articles discussing legislation banning breeds and types
of dogs deemed dangerous, often including pit bull-type dogs,
were categorized into the “Breed Specific Legislation”
category.
The New York Times story, “Pit Bull Owners Put
Laws to the Test,” by Whitaker (2006) discuss breed specific
legislation, “When Natalie Wells bought a home in
Englewood, N.
J., a year ago, she was unaware that her
American pit bull terrier was illegal to own in the city” (p.
L14).
Journal of Student Research (2013)
Volume 2, Issue 1: pp.
29-35
Research Article
ISSN: 2167-1907
www.jofsr.
com
32
Crime/Legal
Pit bull-type dogs included in articles where crimes or
convictions of crimes other than animal cruelty or dogfighting
are discussed, “In 2004, after Pittman pleaded guilty to one
felony count and served 14 days in jail, the NFL suspended
him…” (“In Handling Abuse Cases, NFL Mirrors Society,”
2007, p.
A12).
Cruelty/Neglect
Stories where pit bull-type dogs were victims of a form
of animal abuse other than dogfighting as in Sullivan’s (2006)
article in The New York Times, “…Mr.
Guy’s three other dogs
were emaciated when they were found.
”
Description
Articles in which the term “pit bull” was used to describe
a person or as a metaphor, often in regards to being aggressive
as in Kuczynski’s (2006) piece in The New York Times,
“…the edge of autumn has bitten in and holds on like a pit
bull with a bad temper.
”
Dogfighting
Articles where pit bull-type dogs were mentioned in
connection with dogfighting cases, but do not mention the
Michael Vick case as in Barnes’ (2006) article in “Texas:
Judge Orders 225 Pit Bulls Killed.
”
Euthanasia of Fighting Dogs
Articles that discuss the euthanasia of dogs used to fight
as discussed in Barnes’ (2006) piece, “A justice of peace in
Cleveland…ordered the destruction of 225 pit bulls that the
authorities said had been bred for fighting.
”
Family Pet
Pit bull-type dogs in these articles are portrayed as loved
members of the family as in this example from Santos’ (2006)
article, “‘I’m upset a member of my family was killed’, said
Mrs. Franco who brought the dog into her home as a
puppy…” (p.
B3).
Machismo Culture
Stories where pit bull-type dogs are mentioned as pets of
those involved in gangster culture, the rap/hip hop music
industry, or as status symbols of masculinity.
The following
excerpt gives an example of this category from Roberts’
(2007) story in The New York Times, “As the trendiest bad-
boy accessories, the pit bull is the new gun for some players.
”
National Football League (NFL)
Stories where NFL players are connected to pit bull-type
dogs as in Roberts’ (2007) article, “The league’s pet problem
is the unseemly ties of gambling and gang symbols with the
dog-fighting ethos.
”
Police Shootings
This category consisted of articles in which police were
reported to have shot pit bull-type dogs, “Three officers were
grazed by bullets yesterday morning, when the police fired
more than two dozen shots at a pit bull that had locked its jaw
around a fourth officer’s leg…” (Santos, 2006, p.
B3).
Vick Case
All articles that mention the Michael Vick dogfighting
case are put into this category.
Results
Pre-Vick Results
From April 25, 2006 to April 25, 2007, there were a total
of 25 articles in The New York Times and USA Today that
included the term “pit bull.
” An examination of The Wall
Street Journal archives produced no results in the year
leading up the dogfighting raid on Michael Vick’s property.
The following chart shows the category breakdown of articles
using the term “pit bull” in the text (most articles fell into
multiple categories):
Category
Number of Articles
Advocacy
4
Aggression
5
BSL
2
Crime/Legal
3
Cruelty/Neglect
3
Description
8
Dogfighting
3
Euthanasia-
Fighting Dogs
2
Family Pet
5
Machismo Culture
2
NFL
2
Police Shootings
2
The largest category using the term “pit bull” was
“Description” with a total of eight articles.
The majority of
articles used the term as an adjective describing an aggressive
or ill-tempered person.
Brantley’s (2006) article in The New
York Times reviewing a Broadway play is an example of the
negative connotations presented, “Like some crazy mixed-up
house pet- part pit bull, part lap dog - the Broadway musical
has taken to biting and licking simultaneously the hand that
feeds it.
”
This statement brands pit bull-type dogs as
unsuitable as loving pets because of an alleged aggressive
disposition.
“Pit bull” was also a popular term to describe unpleasant
political figures and tenacious athletes.
Leibovich’s (2006)
article in The New York Times entitled “Pit Bull Of the House
Latches On to Immigration,” quotes a Senate representative
describing Representative F.
James Sensenbrennar in the
following manner.
“Sensenbrennar is a pit bull.
And the
Senate negotiators he’s up against are wearing milk bone
underwear” (p. A1).
Other terms in the article describing
Representative
Sensenbrennar
were
“prickly,”
“cantankerous,” and “unpleasant,” (Leibovich, 2006, p.
A1)
connecting the term “pit bull” to anti-social personality traits.
In sum there were no descriptions using the term “pit bull”
within a positive context.
The second largest categories identified were “Family
Pet” and “Aggression.
” There were five articles in both of
these categories.
There were only four articles in the
“Advocacy” category and three articles each in the categories
“Crime/Legal,” “Cruelty/Neglect,” and “Dogfighting” in the
year before Vick’s case.
Only one of the three articles in the
“Dogfighting” category covered a raid of a dogfighting ring.
Journal of Student Research (2013)
Volume 2, Issue 1: pp.
29-35
Research Article
ISSN: 2167-1907
www.jofsr.
com
33
Barnes’ (2006) article, “Texas: Judge Orders 225 Pit Bulls
Killed” is a brief article on a ruling to euthanize fighting dogs
taken from a dogfighting ring.
This raid, which was three
times the size of Vick’s operation, was only mentioned one
other time in the introduction for Jones’ (2006) article.
Post-Vick Results
From April 25, 2007, the day the Michael Vick case
broke, to April 25, 2008 there were 29 articles that
specifically used the term “pit bull” in their text from The
New York Times, The Wall Street Journal, and USA Today, 22
referenced Vick directly.
The following chart shows the
category breakdown of articles using the term “pit bull” in the
text (most articles fell into multiple categories):
Category
Number of Articles
Advocacy
11
Aggression
6
BSL
1
Crime/Legal
7
Cruelty/Neglect
4
Description
0
Dogfighting
9
Euthanasia-
Fighting Dogs
6
Family Pet
1
Machismo Culture
1
NFL
6
Police Shootings
1
Vick
22
The largest category of articles using the term “pit bull”
was the “Vick” category in which there were 22 articles.
The
articles ranged from stories that covered the care for his dogs
(Macur, 2008), and stories that documented his fall from
grace (Mihoces, 2007).
The other stories in this category
discussed Vick’s case in relation to the increase of
dogfighting raids, like Koch’s (2007) article, and other pit
bull-type dog related issues in the NFL as in Roberts’ (2007)
article, “In Sports, Unleashing the Dogs that Abhor.
”
The second largest categories were “Advocacy” with 11
articles, followed by “Dogfighting” with nine stories.
All the
stories in the category of “Advocacy” and the category of
“Dogfighting” were covered exclusively in context of the
Vick case.
No other dogfighting raids were covered in the
year after the Vick case.
The most significant change in coverage of pit bull-type
dogs in the year after the Vick case was the absence of the
term “pit bull” as a negative description.
In the Pre-Vick
Results this was the largest category, but it completely
disappeared from use in the publications examined in the year
following.
Research Summary
The year before the Vick case broke, media reference to
pit bull-type dogs, though seldom, was primarily negative.
The greatest usage of the term “pit bull” was to describe
something nefarious.
The frequent abuse of these dogs in
dogfighting was practically a non-existent topic.
In the year following the raid on Vick’s property, articles
using the term “pit bull” were dominated by stories covering
his case.
There was no coverage of raids on any other
dogfighting rings.
The topic of pit bulls consigned to
dogfighting and advocacy for them were not covered without
mentioning Michael Vick.
The most significant change in
media coverage of pit bull-type dogs in the year following
Vick’s arrest was the movement away from the use of the
term “pit bull” as a synonym for aggression.
Discussion
These findings indicate that positive coverage of pit bull-
type dogs after the Vick’s arrest was primarily isolated to his
dogs and his case.
There was a movement away from using
“pit bull” as a negative description, but the lack of coverage
of other dogfighting raids, and the fact that pit bull-type dog
advocacy stories were exclusively written in context of the
Vick case, implies the media are solely interested in covering
these topics when there is a famous person involved or a dog
described as a “pit bull” attacks someone.
The raid on Vick’s property was only one of 216
dogfighting busts occurring between April 25, 2007 and April
25, 2008 (The Humane Society of the United States [HSUS],
2008).
None of the other raids were covered in the sources
examined.
The constant coverage of the Vick case might
have given animal advocates hope that the issue of
dogfighting was moving to the forefront, giving these dogs a
chance to be seen as more often the victim instead of
perpetrator.
However, the findings of this research indicate
coverage was limited almost entirely to Vick’s dogs.
There were a total of 114 articles written about Vick’s
involvement in dogfighting found in USA Today and The New
York Times. Outside stories about his case there were six
stories written about pit bull-type dogs acting aggressively.
There were no stories covering the other 2,190 plus pit bulls
confiscated in dogfighting raids the same year as Vick’s arrest
(HSUS, 2007).
Fifty-four of those dogs were found dead
when authorities arrived, some still chained to trees, some
found with duct tape over their mouths, some in trash bins
(HSUS, 2007).
In the two-year time frame examined in this study, there
were more than 3,383 pit bull-type dogs seized in the 310
dogfighting raids documented by The Humane Society of the
United States.
Almost all of those dogs confiscated while still
alive were euthanized due to the lack of resources to
rehabilitate and home them, but none of their stories were told
in the sources examined for this study.
Some of the raids
involved more than 100 dogs, making them significantly
larger in scale than the Vick raid (HSUS, 2006, 2007 &
2008).
Along with the thousands of living dogs, over 80
remains of dead pit bulls were discovered on the properties
where the dogfighting busts occurred (HSUS, 2006, 2007 &
2008).
Based on the media coverage examined, the
conclusion can be drawn that the difference in
newsworthiness of a pit bull that is hung, set on fire, or held
under water while being electrocuted depends upon the fame
of the hands that torture, not the torture itself.
While a movement away from using “pit bull” as a
euphemism for all things nefarious was noted in the results in
the year directly after the Vick case, the issue of pit bull-type
dogs as victims of non-famous dogfighters, other forms of
Journal of Student Research (2013)
Volume 2, Issue 1: pp.
29-35
Research Article
ISSN: 2167-1907
www.jofsr.
com
34
abuse, and BSL were largely disregarded.
This indicates the
Vick case was more an anomaly than an indication of change
in media coverage of pit-bull-type dog related stories.
Limitations
This study examined articles solely from USA Today,
The New York Times and The Wall Street Journal from April
25, 2006 to April 26, 2008.
Examination of a larger group of
publications over a longer time frame, or publications from
regional newspapers might yield different conclusions.
In
addition, these findings were based on print media,
specifically three daily papers in national circulation, and
excluded television, radio, and magazine coverage of the
topic.
This study focused solely on the immediate changes of
coverage in the year following the Vick case.
Any change
occurring in media coverage of pit bull-type dogs beyond
April 25, 2008 is not addressed in this study.
Future studies
might examine local media coverage of pit bull-type dogs or
how media covered Vick’s apology and involvement in anti-
dogfighting efforts.
Conclusion
Although there was a movement away from using the
term “pit bull” as a negative description immediately after the
Vick case, this research shows print media treatment of pit
bull-type dogs not belonging to Vick remained virtually
unchanged during the period examined.
Considering the
absence of coverage of other dogfighting raids involving
thousands of abused pit bulls not belonging to celebrity
owners, when compared to the excessive coverage of the Vick
case, a conclusion can be drawn that pit bull-type dogs and
the many issues surrounding them, are often only deemed
newsworthy if they bite or suffer at the hands of someone
famous.
This has contributed to a tragically negative, one-
dimensional portrayal of a major demographic of dogs in the
United States.
Special Thanks
Special thanks to Dr.
Kathy Keltner-Previs, Assistant
Professor of Communication at Eastern Kentucky University
and Mr.
John Goodwin, Director of Animal Cruelty Policy for
The Humane Society of the United States for their assistance
in this study.
This research is dedicated in memory of the pit
bulls that suffered and died without mention.
References
A Catalyst for Change (2007, August 28).
USA Today, p.
A10.
Babbie, E.
(1999).
The Basics of Social Research. Belmont:
Wadsworth Publishing Company.
Barnes, S.
(2006, August 19).
Texas: Judge Orders 225 Pit
Bulls Killed.
The New York Times.
Burrows, T.
J., & Fielding, W.
J. (2005).
Views of College
Students on Pit Bull “Ownership”: New Providence, The
Bahamas.
Society & Animals, 13, 139-152.
Brantley, B.
(2006, August 18).
The Story of a Guy Who May
Not Be Martin Short, But Sure Looks Like Him.
The
New York Times, p. 3.
Capp, D.
M. (2004).
American Pit Bull Terriers Fact or
Fiction: The Truth Behind One of America’s Most
Popular Breeds. Phoenix: Doral Publishing.
Cohen, J.
& Richardson, J.
(2002).
Pit Bull Panic.
Journal of
Popular Culture, 36, 285-317.
Daugherty, P.
(2009, July 22).
Sorry, But It’s Time to Let
Vick Play.
USA Today, p. C3.
Delise, K.
(2007).
The Pit Bull Placebo: The Media, Myths,
and Politics of Canine Aggression. United States: Anubis
Publishing.
Duffy, D.
L., Hsu, Y.
, Serpell, J.
A. (2008).
Breed Differences
in Canine Aggression.
Applied Animal Behavior Science,
114, 441-460.
Falcons’ Vick Indicted by Grand Jury In Dogfighting Probe
(2007, July 18).
Retrieved from
http://sports.
espn.go.
com/nfl/news/story?id=2940065
Goodman, B.
(2006, May 15).
After Surviving Hurricane and
Being Mauled by Dog, Pony Is Still Standing.
The New
York Times, p. 18.
Gorant, J.
(2008, December 29).
Happy New Year.
Sports
Illustrated, p. 72, 77.
Gorant, J.
(2010, October 4).
Starting Here, Starting Now.
Sports Illustrated, p. 16, 17.
The Humane Society of the United States.
(2006).
Documented Dogfighting Raids.
The Humane Society of the United States.
(2007).
Documented Dogfighting Raids.
The Humane Society of the United States.
(2008).
Documented Dogfighting Raids.
In Handling Abuse Cases, the NFL Mirrors Society (2007,
September 6).
USA Today, p. A12.
Jones, C.
(2006, September 4).
Law Address Dogs’ Potential
for Danger.
USA Today.
Jacobs, A.
, & Baker, A.
(2006, July 25).
No Rules Broken in
Shooting of Attacking Pit Bull in Bronx, Police Say.
The
New York Times, p. B5.
Koch, W.
(2007, August 30).
Dogfighting Raids Climb After
Vick. USA Today, p. A1.
Kuczynski, A.
(2006, 7 September).
Critical Shoppers;
Exploring the Great Indoors, Late at Night.
The New
York Times.
Lee, S.
A., Gibbons, J.
A., & Short, S.
D. (2010).
Sympathetic
Reactions to the Bait Dog in a Film of Dog Fighting: The
Influence of Personality and Gender.
Society & Animals,
18, 107-125.
Liebovich, M.
(2006, July 11).
Pit Bull of the House Latches
On to Immigration.
The New York Times, p. A1.
Macur, J.
(2008, February 2).
Given Reprieve, N.
F.L. Star’s
Dogs Find Kindness.
The New York Times, p. A1.
Mihoces, G.
(2007, July 30).
Vick Co-Defendant Working
Deal; Nike Contract on Hold.
USA Today, p. C7.
Meltzer, D.
(2006, December 29).
Their House Is A-Rockin’,
But Do Come A Knockin’.
USA Today, p. D4.
Mr. Electric: Why Michael Vick of Virginia Tech Has
Sparked A Revolution at Quarterback (2000, August 14).
Sports Illustrated. Retrieved from
http://sportsillustrated.
cnn.com/vault/cover/featured/975
3/index.
htm
Journal of Student Research (2013)
Volume 2, Issue 1: pp.
29-35
Research Article
ISSN: 2167-1907
www.jofsr.
com
35
Olsen, K.
P., Levy, J.
K., Norby, B.
(2012).
Incorrect Breed
Identification Costs Dogs Their Lives.
Maddie’s Shelter
Medicine Program.
Retrieved from
http://www.
maddiesfund.
org/Maddies_Institute/Articles/
Incorrect_Breed_Identification.
html
Penalties Are More Severe (2007, July 27).
USA Today, p.
C10.
Pit Bull Bites Officer (2006, July 26).
The New York Times.
Roberts, S.
(2007, June 6).
In Sports, Unleashing the Dogs
That Abhor.
The New York Times.
Saraceno, J.
(2007, January 1).
Normal Guy Tank Gives
Critics Lots of Ammunition.
USA Today, p. C6.
Sandomir, R.
(2007, August 1).
In Endorsements, No Athlete
Is a Sure Thing.
The NewYork Times, p. D5.
Santos, F.
(2006, July 24).
4 Officers Hurt (One by Pit Bull)
as Police Fire 26 Shots to Kill Dog in Bronx.
The New
York Times, p. B3.
Schmidt, M.
S. (2007, August 1).
In the Case of Vick, Dogs
Are Held as Evidence.
The New York Times, p. D1.
Sullivan, J.
(2006, November 23).
Man Admits Mistreating
Pit Bulls.
The New York Times.
Swift, E.
M. (1987, July 27).
The Pit Bull Friend and Killer.
Sports Illustrated. Retrieved from
http://sportsillustrated.
cnn.com/vault/article/magazine/M
AG1066224/index.
htm
Twining, H.
, Arluke, A.
, Patronek, G.
, (2001).
Managing the
Stigma of Outlaw Breeds: A Case Study of Pit Bull
Owners.
Society & Animals, 8, 25-52.
Urbina, I.
(2007, July 23).
States Try to Weigh Safety With
Dog Owners’ Rights.
The New York Times, p. A12.
Vitello, P.
(2006, October 15).
Helping the Disadvantaged, A
Suffering Pet at A Time.
The New York Times.
Weingarten, R.
, (2009, July 24).
Take A Pass.
USA Today, p.
A12.
Weisman, L.
(2007, August 21).
Memories Still Haunt
Ferguson.
USA Today, p. C2.
Whitaker, B.
(2006, September 10).
Pit Bull Owners Put
Laws to the Test.
The New York Times, p. L14.
Whoopi Goldburg Defends Vick On ‘The View’ (2007,
September 4).
Associated Press. Retrieved from
http://www.
foxnews.
com/story/0,2933,295718,00.
html