The Two Worlds of Tiger Collide: Do You Believe in Second Chances?
On this past Friday at 11:00 a.m. EST most of America stood still. Not for health care reform, terrorist declarations or even the death of a dignitary. Tiger Woods spoke directly to us as he took the microphone for the first time since his car accident on Thanksgiving and we listened. Although most Americans appear to have heard an authentic man at his lowest point requesting our help, there are some who still question the motives and heart of the world’s #1 golfer. As someone who attempts to put my faith into action, I have ceased the Tiger analysis and will do this one thing that the man who has changed the face of golf (and the sport industry) asked – to try to believe in him again.
Jonathan Bernstein, a respected public relations expert, states that “during a crisis, effective spokespersons must, primarily through their non-verbal cues, leave their audiences with the impression that they are: confident, competent, and compassionate. Leaving the commentary of the facial and body analysis experts aside, Tiger’s written words were heartfelt and delivered with sincerity. Can you truly imagine having committed the most sex-related “irresponsible and selfish behavior” against someone you love and then having to face your closest friends and colleagues (and the world) to ask for their forgiveness? Tiger just can’t win in this regard. If he appears confident and secure in his message by reading his statement, then one can interpret him as being arrogant and cocky. If he expresses a clear understanding of his wrongdoings and their implications, then he can be viewed as a proud man, fearless of advice and guidance. Lastly, the compassion-less Tiger who won’t shed a tear or breakdown is only putting on a show to impress his fans and sponsors. The apology becomes a cloak for his need to keep million dollar contracts intact. Why didn’t you go impromptu with just bullet points? Why didn’t you cry?
So why even bother at all Tiger? You don’t need any more money or applause. You can go chase majors without standing in front of a podium knowing very well that the media vultures want to make your life theirs. In fact, you would play the game of your youth for free without a foursome. You have close friends and family who will stand by your side regardless of your golf acumen and proficiency. Why come before the world to risk more attacks, innuendos, and gossip? Tiger took the risk because he can no longer separate Tiger the man from Tiger the brand.
Tiger the man, not unlike most high-powered celebrities, has tried to keep his personal life away from the public persona. In his press conference he stated that he “always tried to be a private person.” He loves to practice and play golf. He has youthful interests and loves working with children. He only trusts a small circle of friends. Tiger the brand invaded Tiger the man’s controlling and secretive lifestyle though. This boldness and egotism designed by external forces for life outside of the greens finally caught up with him and he had no choice but to face his wife and explain the trail of transgressions. Tiger the brand was probably not created by this private Tiger. Tiger the man spent too many hours on the golf course mastering his swing to invent this fun-loving, gregarious, fashion-conscious, and hot ladies’ man. His father, the media, and the sponsors needed a role model and idol – someone that could change America.
Tiger the brand was developed with much thought in corporate laboratories to inspire all people, regardless of race, religion, age or gender to get fit, play golf, and indulge in the numerous product offerings affiliated with Tiger. Tiger the brand is money. This brand was designed and manufactured to help sport economics by creating jobs in sport journalism, television, golf equipment, golf apparel, and business services. The more we see of Tiger the brand, the more dollars pass through the economy. Tiger the brand became such a major asset to the sport world that this talent became influential in politics and money matters. (Note: Pres. Obama’s request for his appearance while campaigning and at the Inauguration. Also, the Nielson ratings drop over 50% when Tiger does not play in a televised tournament.) When the tabloids announced the brewing scandal and further scrutiny proved true, Tiger the man met Tiger the brand. His personal pain became ours.
Many fans are disappointed by Tiger’s humanness. This sentiment makes sense and is very valid. Tiger the brand invaded our homes as he pitched products that we believe represent wholesomeness, integrity, good health, and quality. We didn’t see Tiger the man every day at the golf course. We saw Tiger the brand, the idol. We purchased Tiger the brand golf clubs, watches, hats, shirts, and even drank his sport drink. However, when the idol fell, we collectively gasped and castigated Tiger the man. No longer did we see a man that had lost his father and quite possibly his way. We didn’t ask him how his religion influenced his golf play. Truth be told, we didn’t notice or really care that he had actually lost his faith and was now serving false gods. We didn’t ask Tiger the man about his associates and in particular, two seemingly close relationships with older former NBA stars that have a public track record of womanizing. We didn’t ask Tiger about the pressures that all young couples experience coupled with his demanding profession. And most importantly, we didn’t care how an only child born of a mixed marriage was processing race in America and its effects on his billion-dollar empire. We didn’t ask because Tiger the brand was impenetrable and in control. The two worlds have now collided and Tiger the man has asked us to be patient and wait for Tiger the brand to make a comeback.
We need no more explanations and apologies. Tiger the man has told us that he has let us down. He stated that he is sorry. He says he knows that he needs help. His strength of recovery lies in his family, golf clubs, and will. His earnest plea is for his fans, and his fans alone, to “find room in your hearts to one day believe in me again.” For all that we have learned over the nearly past three months, surely we can take a break from the Tiger news and let him heal. Let’s be real Americans and support the underdog. We can cheer on Tiger the man, his marriage, and his revival. His track record to overcome and beat the odds is very favorable. This situation is new territory for Tiger the man, but I will not count him out. The PGA desperately needs this golf prodigy to pay bills and keep our attention, and we need his smile and impact. Yes, much will change when Tiger the brand comes back to the golf world. Sure, he will win majors and secure sponsorships. However, the one welcome change will be the transparent golf star. This time around, Tiger the man will know, manage, and define Tiger the brand.
Tiger Acting Like a Black Athlete Now?
Tiger Woods has a problem and now so do I. I was naïve to think that I could survive this holiday season of Tigervision with its seemingly minute-by-minute reports of his self-described transgressions. Every media outlet needs a story to remain viable in this world of at-your-touch news and Tiger’s naughtiness provides the perfect scoop. This tale probably has no beginning and quite possibly no end. However, my nerves became frayed and I saw the immediate end of my sideline observer role when I changed the channel and popped in on the Joy Behar Show. As they discussed the latest Tiger escapade, Ms. Behar cleverly asked for insight on how the African-American community might possibly feel about his sins. Her query was directed to a female African-American guest, Karith Foster, who calmly stated that Tiger was finally acting like a black athlete. Pump your brakes!
Although Ms. Foster’s listed occupation is comedian, she made her bold statement sans smile or giggle. She was very serious and obviously hurt by his choice of women in this scandal. She went on to describe how the black athlete needs a white woman – a trophy wife – to be successful. Ms. Foster’s understanding of the black male athlete is a stereotype and confusion-filled. Shame on her and the media for supporting the racist mindset that promulgates a representation of the black male athlete as a superhuman man that seeks sexual pleasure from every white female that worships his athletic prowess. Surely we in 2009 know better, right? Yes, the ESPNification of our sports world has created larger than life entertainment figures. Money, power and women. That’s the ticket out of a poor situation – mentally and physically. It is no longer satisfactory to score a touchdown and hand the ball to the referee or dunk the basketball and hustle back to play defense. Instead we see many of our athletes (and more likely a black man) showboating, drawing attention to themselves, and discounting the teamwork necessary to achieve such success. We as fans are drawn to the television waiting to see the clownish antics instead of running to the restroom or going back for more chips.
What has happened to sport? Or is that the very issue? It is no longer a game but rather an entertaining sitcom. Has our drive for personalities created this monster that we can no longer applaud? And to fan the flames even more, that black male athlete is then pictured at courtside, leaving the nightclub or the Hollywood awards show with a blonde haired, blue-eyed dame at his side. The racists cry out in disgust as their claims of the animalistic behavior of the black man requires the conquest of the virgin white woman. Thus, they must protect their defenseless and pure woman from the sexually charged black beast. The idealists see no color but only the expression of pure love between consenting adults. The rest of us pause, take note, and move on since there are much more pressing issues in our lives such as our ability to pay our mortgage or change the temperature in our office.
And now we have commentary to suggest that Tiger’s African genes are emerging from dormancy. So, he goes on a rampage to subjugate women. Hog wash! Most black male athletes are not chasing or keeping a harem of white women. They may not be married. They may not live the all-american lifestyle of a wife, house, and two kids either. Black male athletes are human and they are faced with pressures that are unimaginable for most. The exorbitant salaries they earn may appear to be a nice band-aid for all they are subjected to each and everyday, but didn’t we learn a long time ago that money couldn’t buy you happiness or manners?
Yes, I am a biased Tiger fan. I believe that he is not consciously excluding himself from blacks. Oftentimes our environment dictates our circle of friends and associates. Look at the demographics of the golf industry. How many black females attend golf tournaments or get invited to events whereby they could be introduced to Tiger-types? Not that it is required to be defined as a black man, but it is my understanding that he had a black girlfriend while attending Stanford. In addition, he certainly pays homage to the black golf greats through his writings and as a golfer. If one knows anything about the history of the media and its positive portrayal of African-Americans, one cannot expect an accurate picture of Tiger’s outreach to the black caddies and minority youth. It’s just not going to hit the front-page folks. And don’t think for a moment that the red and black outfit he wears on Sundays is not a strategic move either. Tiger is black. Tiger is Thai. Tiger is an athlete who made a mistake. He has a history of comebacks and success. I am confident that he will seek forgiveness from God and his wife. The former will grant that request and I hope that his marriage can survive. The black community also has a history of forgiveness for our lost and wayward members. We all cheered his victories and dominance in the white man’s game and now we should just as eagerly and earnestly pray for him. Certainly the executives of the PGA are praying since Tiger’s appearances and wins pays most of their bills. Tiger’s errant actions are no more typical of a black athlete as is his ability to hit his driver over 350 yards. He has motivated many of us to get fit, try the game of golf for the first time, and a new club or technique to improve our scores. Tiger is a motivator. Now let’s all get off the sidelines again to use this circumstance as inspiration to be critical thinkers in the midst of the media firestorm, to find sanity, and to apply our own personal life lesson.
