Framing Failure - The 0-5 Same Old Jets and The Power of the Media

After an encouraging start for the New York Jets 2025 season despite a close loss in week 1, the team has taken a turn for the worse. With new leadership in the front office and a new coaching staff, energy was extremely high and it looked as if the Jets were turning a corner. But now after five straight losses and being the only winless team in the NFL, the narrative has shifted completely. What started out as a season full of hope and promise, has now turned into a season of disappointment and embarrassment, and the media has a lot to do with this change. 

In the book Sport, Media and Society, the author explains how media and sports journalists don’t actually report the news, they just explain to us that they pick what is important and decide how it should be told. While there have been moments of success during games for the Jets and there was hope in the headlines, the media has now created the narrative of the “Same Old Jets”. These headlines and stories in the media use wording and images that highligh
t the Jets in a negative way. These stories and articles are tying emotion to the Jets for the reader and the meaning that the media attaches to it. 


The book Sport Media and Society also talks about how the press writes for an imaginary community of readers. The media knows this and knows their audience of Jets fans. Jets fans are used to disappointment, heartbreak, and embarrassment and the media plays into this theme. They use words, images, and sarcasm to appeal to the reader and try to match the emotion of these fans. This approach by the media keeps the fans engaged and makes them feel like they are part of the team and the story that is playing out on the field. These stories help fans and other readers understand the struggle of being a Jets fan.


Despite the on the field struggles, Head Coach Aaron Glenn remains confident and positive to the media in interviews. He preaches that the foundation of the team is still being built and that the team will continue to improve over time. Even with his positive and encouraging messages to the fanbase, the media is framing the narrative of the team as disappointing and not improving. The same coaching staff that was praised in training camp is now being heavily questioned in October. That’s the power of framing, and it shows how the media can build up or break down a narrative in just a few weeks of the season. 


Sitting at 0-5 is a tough pill to swallow for the Jets and the fans. No NFL team has ever made the playoffs when starting 0-5. The players still remain confident in themselves and their coaching staff, yet the fans are getting restless and are demanding accountability. The Jets travel to London this upcoming weekend looking to get their first win of the season. 

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