Tiger Woods and the branding of public discourse

On the surface, the Tiger Woods media saga appears to be about the loss of a pristine public image that accompanied the public notoriety and disbelief over the sexual improprieties revealed about one of the globe's most famous athletes. These revelations suggest not only an individual moral failing but also a public betrayal, since Woods has always symbolized the perfect role model for both the American dream and the legions of young people who aspire to greatness. Couched in the theocratic language of shame, sin and betrayal, Woods's sexual transgressions and serial infidelities were initially viewed by the dominant media as a fall from grace, a moral transgression that violated the sacred character of both his media-idealized marriage and the public trust. Within a short time, the mainstream media moved away from simply concentrating on the discourse of sexual infidelity and the celebrity spectacle it fueled, and focused on what appeared to be a much more serious concern - the undermining of Woods's persona as one of the most successful corporate brands in history. For instance, NBC Nightly News with Lester Holt opened its December 12 prime time newscast with what appeared to be the real issue in the Woods fiasco. According to Holmes, the blue chip companies that invested in the Woods brand were now weighing the risks and rewards of using him as a corporate sponsor. As one marketing executive put it, "Each one has to weigh out the hit they are taking to their brand's long-term benefits."