THE IMPACT OF NEGATIVE MEDIA ON SOCIAL PERCEPTION OF PICKLEBALL IN VIETNAM

Abstract

Pickleball-a hybrid sport combining elements of tennis, table tennis, and badminton-has experienced a remarkable surge in popularity in Vietnam in recent years. Alongside this rapid growth, however, the sport has also become the subject of various negative portrayals in mass media, particularly on social media platforms such as TikTok and Facebook. These portrayals often reflect gender bias and the sexualization of players, especially female athletes. This study investigates the prevalence and nature of such negative communication patterns through a combination of content analysis, quantitative surveys among Pickleball players, and in-depth interviews with active members of the community. The research identifies several recurring negative motifs, including ridicule, appearance-based mockery, and romantic insinuations. These motifs not only distort public perception of the sport but also diminish the motivation of female participants-who play an increasingly important role in the sport’s sustainable development in Vietnam. Based on its findings, the article proposes a series of positive communication strategies aimed at reshaping the public image of Pickleball, fostering a more diverse, equitable, and professional representation of the sport and its players in the Vietnamese media landscape.