The Ethics Of Representing Athletes In Intelligent Sports Media: Between The Boundaries Of Privacy And The Risks Of Objectification
Keywords:
Artificial Intelligence, Media, Sports, Digitalization, EthicsAbstract
The evolution of intelligent sports media, driven by artificial intelligence technologies and algorithmic data analysis, raises growing ethical challenges related to how athletes are represented in the digital space. While these technologies contribute to enhancing the quality of media coverage and enable the production of personalized and dynamic content, automated classification mechanisms and an overemphasis on performance metrics tend to reduce athletes to mere physical and digital entities. This reductionist approach falls within the broader risks of media commodification, where athletes’ bodies are objectified and transformed into consumable products rather than being acknowledged as holistic human beings. From this perspective, our research paper seeks to critically examine the ethical framework governing the use of AI in sports media, and to explore how responsible media practices can be developed—practices that uphold human
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