The Impact Of The Mass Media On Seabiscuit Career Essay Example

The economic devastation in America during the 1930s brought about an increased longing for escapism. To escape their harsh realities, Americans used the radio to transport themselves into worlds where they could rid themselves of their struggles and woes. By the middle of the 1930s, virtually every American family had a radio in their home enabling the entire country to have one shared popular culture. The rise in the popularity of the radio led to increased interest in Thoroughbred racing because people found themselves enthralled with the action that the racing provided. Not only did the radio lead to the increased popularity of Thoroughbred racing, but it also led to increased press presence within the sport. Press swarmed the tracks looking for the most noteworthy story. The press had the ability to make or break the public’s perception of someone and it was during this time that Seabiscuit was making a name for himself. With increased radio presence on his races and spotlight from the press, Seabiscuit soon became a household name and the popular culture icon. In the book Seabiscuit: An American Legend by Laura Hillenbrand, Hillenbrand demonstrates how the mass media both positively and negatively impacted Seabiscuit’s career while simultaneously influencing the public’s perception of him. 

The media's mass coverage on Seabiscuit positively impacted his career and convinced the public to support him. At the height of radio popularity, Seabiscuit became “the Cinderella horse” (Hillenbrand 129). His story encompassed the classic American underdog story that the American public found themselves fascinated with. Although he was the son of Hard Tack, a famous racehorse, Seabiscuit did not share the same physical features that helped his father win his races. He lacked the look and stature of a champion horse because his “body, built low to the ground, had all the properties of a cinder block” and “his stubby legs were a study in unsound construction, with squarish, asymmetrical ‘baseball glove’ knees that didn’t quite straighten all the way, leaving him in a permanent semicrouch” (33). Seabiscuit was more laid-back than the average Thoroughbred racehorse. Seabiscuit’s unconventional method and the fact that he was winning his races captured the press’s attention thus earning him the limelight. This not only made Seabiscuit a popular culture icon but also elevated his position in American public eyes. However, because of the increase in mass media distribution, Seabiscuit’s unconventional appearance, and the fact that he was winning his races, he captured the press’s attention thus placing him in the limelight making him the popular culture icon. If Seabiscuit was to remain in his elevated position in society, Howard knew he “had to maximize his horse’s exposure” so Seabiscuit could continue to capture the hearts of the American public (132). Howard “practically lived with the press” and made sure that “every journalist was aware of Seabiscuit’s itinerary” (132). The increased press presence on Seabiscuit heightened his career because all mass media publications from the radio to newspapers celebrated Seabiscuit, causing the American public to fall in love with him. Howard manipulated the press to cultivate the perfect image of Seabiscuit, from rags to riches, because there was nothing that the American public loved more than an underdog story. 

The mass media presence on Seabiscuit’s profession also negatively impacted his career and raised doubts in the public eye. From the very beginning of his career, rumors spread about Seabiscuit and his training. Because of Seabiscuit’s popularity, news outlets that oftentimes had no knowledge of the sport reported about him. One columnist even wrote that “Tom Smith fed Seabiscuit two quarts of Golden Rod beer before each race” (129). Due to the press’s ridiculous speculations, Smith had to find creative and confidential ways to train Seabiscuit. Unfortunately, concealing Seabiscuit’s whereabouts only led to more issues with the press. Even though these secret training sessions succeeded, “the rarity of Seabiscuit’s public appearances fueled rumors that the horse was unsound, rumors that were reinforced by the horse’s choppy gait” (131). These rumors had a lasting effect on Seabiscuit’s career. The word cripple attached to Seabiscuit and the slander stuck for the remainder of his career. In addition, the press constantly scrutinized Seabiscuit. The press watched every movement Seabiscuit made under a microscopic view. When “The horse’s speed was gone” the press was quick to treat it “as a scandal” (209). These constant rumors were detrimental to Seabiscuit’s career and for a period of time, caused the American public to doubt his abilities as a racehorse, thus negatively impacting his career. 

Hillenbrand emphasizes how through the radio and press, the mass media spins the narrative of Seabiscuit to how they see fit. The press had the ultimate power over what the American public saw and heard. Therefore, if the press portrayed Seabiscuit in a positive light, the American public loved him. However, if the press portrayed Seabiscuit in a negative way, the public was more inclined to doubt his abilities. Charles Howard quickly understood that the press was in a position of power and made the best of the situation. He managed to manipulate the press into supporting Seabiscuit rather than finding faults with him. Although Seabiscuit’s career had its fair share of rumors, Howard was able to convince the press to paint Seabiscuit in a positive light, leaving a lasting impression of Seabiscuit’s legacy for many years to come.