The article presents critical analysis of sports media discourse from the racial perspective. Starting with political correctness – the main frame for what can and what cannot be said – the tools for reproducing the dominance of the white western world are indicated. Fives language codes used in sports coverage are described: (1) natural talent vs. hard work, (2) beast (3) exotics, (4) it is participation that counts and (5) white hope. Each of the codes is illustrated by examples. The article aims, among others, at drawing attention to the role of sports discourse in reproducing cultural hegemony.
Keywords: race, media, sport, discourse