Media Bias in Sports Journalism: A Comparative Study of Qatar 2022 World Cup Coverage

Abstract

This study offers a comparative quantitative analysis of media bias in the coverage of the 2022 FIFA World Cup by The Guardian and the New York Times versus Al Jazeera English . Utilizing a combination of sentiment analysis and topic modeling, the research assesses narrative tones and framing across these outlets during the Mega-event itself. The findings reveal that Western media consistently politicized the event, focusing on human rights and workers’ rights to highlight value conflicts, thereby transforming sports reporting into political discourse. In contrast, Al Jazeera downplayed political issues that did not align with its interests, instead emphasizing the unifying and celebratory aspects of the World Cup and when addressing the political issues doing so through a less critical, and even defensive, frame of Qatar. This study demonstrates how media framing - through politicization or selective omission - reflects underlying biases, interests, shaping global perceptions and reinforcing divergent worldviews. The analysis highlights the need for a more balanced approach in sports journalism to more accurately represent both the events and their broader implications.