A qualitative study of news stations’ perception towards pit bulls and how it affects dog

owners

by

Millay O. Lambert

Major: Communication Studies

Program of Study Committee:

Demi Washington, Chair
Iris Hagans
Andre McBride
David Oglesby
Dan Battles

Lane College

Jackson, Tennessee

2023

Copyright © Millay O. Lambert, 2023. All rights reserved.

 Abstract

Americans’ perceptions of pit bulls have been ruined due to the long history of negative

showcases in the media. When people think of the “pit bull” breed they identify them by their

physical features such as short fur coats, stocky bodies, large faces, and square jaws. More than

twenty types of breeds could be classified as pit bulls but many fail to acknowledge this fact. In

this study, dog owners from ages 18 to 70 in Western Tennessee were asked to participate in a

survey involving the impact the media has played on their personal opinions about pit bulls.

Overall, the media has severely impacted the lives of pit bulls from multiple misunderstood

situations reported in the media. Although many people were aware of the situation, they truly

did not understand the hardships of being a pit bull or a pit bull owner. For the ones who were pit

bull owners had a lot to say about their personal experiences verses ones who did not.

Keywords: Pit bull, news media, negative

 ACKNOWLEDGEMENTS

I am a life-long learner who strives to learn what I can to be the best person and leader

that I can be. I want to get a bachelor’s degree for various reasons. One reason that I want to

obtain the degree is to prove that I am a person with average intelligence who can get the degree

through hard work, perseverance, with the help of my professors and classmates. I wanted to

learn about the process of writing as well as my topic. I also wanted to earn my bachelors

because I believe it will open doors in my professional career. My goal is to someday write

sports articles for ESPN to showcase athletes but more specifically female athletes. As a female

athlete that has played at various schools around the Southern United States, I have experienced

lack of exposure as well as all my teammates. I feel that it is very important that female athletes

receive as much attention as male sports.

 INTRODUCTION

The term “pit bull” can be defined in many ways by different people. Depending on how

the term is used the word “pit bull” can be defined as twenty different breeds. In the smallest

interpretation, pit bulls normally refer to the American Pit Bull Terrier, Bully, and American

Staffordshire Terroir. Other breeds such as boxers and American Bulldogs are also considered to

be a pit bull. Pit Bulls originated in England. Bulldogs and terriers were cross bread to produce a

game dog with the athletics look as well. They were also used as hunting dogs and for

companionship. Pit bulls also carried the name “nanny’s dogs” because of their companionship

and were the protectors of the family (Ennis Lisa., 2016). Butchers and farmers also used pit

bulls to control the livestock. This later led to breeding the dogs until they became smaller to

participate in baiting. Historically pit bulls gained their name from the sport baiting often

referred to “bull baiting”. During the game baiting animals or humans are forced to fight upon

one another until the death of one component. By nature, pit bulls are not fighting dogs, but their

genetic background makes them more easily influenced to fight.

By the 1970s, the pit bull populations grew steadily in the United States. Pit bulls grew a

fast reputation and stereotype for being associated with young males involved in fighting and

drug trade. Because of the stereotype pit bulls carried, they appealed to a certain type of the

population who wanted a tough and intimidating dog. For a portion of pit bulls this meant they

were owned by irresponsible owners and dog fighters who lacked dog training and socialization.

People who were involved in dog fights specifically owned pit bulls for fighting which did not

help the negative images they were soon to be given.

Over the past few decades media sources have played a tremendous role in the negative

stereotype pit bulls carry. In several ways the media has helped mislead the public’s perception
of pit bulls. Overall, the media uses agenda setting to control the audiences’ thoughts over pit

bulls. The media normally uses phrases such as “dangerous” or “vicious” or misleading photos to

grab the audience’s attention. The media has also been accused of reporting on certain

information and ignoring the other facts to the story or situation. An example, the media has been

known to report dog attacks with misidentifying the breed of the dog. It is also known that news

stations typically do not want to report a dog attack unless it is a pit bull. The media has also

played a role in owning a pit bull. Often owners face judgment because of the dog they own.

While many pit bull owners know their dog is not bad others do not.

The media overall capitalizes on the opportunity to use the term “pit bull” to grab their

audience’s attention. In many ways the media shuns pit bulls in any way they can. Pit bulls get a

bad reputation in the press no matter the circumstances which causes people to believe that they

are bad dogs. Many people fail to realize how the media controls their thoughts when it comes to

a story about a pit bull. In most cases the pit bull is the victim, but the public does not care to do

more extensive research because they already have the image that the breed is bad. Pit bulls are

dogs who are misunderstood because of the background that they come from.

Purpose of this study

The purpose of this study is to research people’s attitude towards pit bulls, and why the

media gives the dog a bad rep. When news stations cover stories on animals they are more than

likely positive stories, but when it comes to pit bulls the story is reversed. Pit bulls already live

with a negative image because of their historical background and lack of acknowledgement of

the breed. Although there is a growing body of research around pit bulls, few studies examine

how the media negatively impacts the dog breed of pit bulls.
 Research Questions

Three questions guided this study:

1. How has the media's perception played a role in the lives of pit bulls and their

owners?

2. Why does the media continue to release negative stories about pit bulls versus the

good?

3. How is a pit bull owner affected by the negative perceptions their pet carries?

LITERATURE REVIEW

The term “pit bull” does not define just one breed. The three breeds that are related to pit

bulls include American Pit Bull Terrier, American Staffordshire Terrier, and the American Bully.

Pit bulls can weigh anywhere from twenty-five to one hundred pounds and have six different

coat colors and patterns (Ebersole Rene., 2001). For almost two hundred years pit bulls were

considered America’s dog, with nicknames such as “nanny dog” and “Yankee Terriers' '. In the

1980s something went wrong (Ennis Lisa., 2016). In the fall of 1983, one-story controlled most

news headlines in Cincinnati. A young child had been killed by the family dog who was a pit

bull. Several days after the event local officials learned the “family dog” belonged to someone

else. The dog was stolen from his owner and later sold to the family with the young child. This

attack, like many, drove local government officials to ban pit bulls from the city family (Trial,

49., 2013). The trend upon cities that are banning pit bulls has created a false sense of security in

communities, when dogs of any kind may be dangerous. Many pit bull owners have fled cities so

they can keep their pets (Drugmand Toni., 2006.). Many dog lovers fight against the pit bull
breed suggesting the deeper problem is the actual dog owner rather than the specific traits of the

breed (2004, Sep 07).

Media sources have played a tremendous role in the downfall of pit bulls (Doggy

Debate., 2014). In three different ways, the press has helped mislead the public’s perception of

pit bulls. First, many disappointing stories that portray pit bulls are released in media reports.

Secondly, the press uses phrases such as “killer” and “dangerous” to gain an emotional

connection with the audience. Lastly, the media only focuses on certain information while

ignoring the real fact (Drugmand Toni., 2006.).

The media plays a key role in the destruction of the pit bull image. For example, “the

media and social media kept the Pit Bull Panic on a twenty-four-hour loop, preventing the issue

from ebbing like previous breed panic” (Ennis Lisa., 2016). In most cases, pit bulls are often

bred with other breeds. Taking over the dog population by forty-six percent, mix-breeds are the

most common dogs in the United States (Drugmand Toni., 2006.). In one shelter they DNA

tested all the dogs with only twenty-five percent presenting as full pit bulls but fifty-two that

shared the same characteristics. This study shows that it is very difficult to identify a dog based

on appearances (2004, Sep 07). The United Kennel Club identifies the American Pit Bulldog as

a various mix of breeds with blocky heads. Pit Bulls, Rottweilers, and Presa Canarios can all be

identified by their big heads and short hair, with all breeds belonging to the mastiff’s family.

Mastiffs have been selected to be aggressive breeds because of their large bodies and the damage

they are capable of (Ebersole, R., 2001). One of the biggest myths about pit bulls is the locking

jaw. Pit bulls have no structural advantages over any other dog. (2004, Sep 07). But many

people fail to realize pit bulls have the same bone structure as any other canine (Doggy Debate.,

2014). Every year The American Temperament Testing Society tests over two hundred dog
breeds. During the test, dogs are in a series of confrontational situations. Pit bulls each year

achieve a higher passing rate than most popular breeds. The test proves that pit bulls are not

inherently aggressive and have no more of a risk than any other dog. (2019., May).

For more than thirty years the media presents pit bulls in an attention-grabbing manner

(2019., May). In 1987, an article was released by Sports Illustrated that was captioned

“BEWARE OF THIS DOG”. Sports Illustrated states “the cover cemented the pit bull’s “badass

cred”, and as rappers affected the gangster ethos, pit bulls became cool” (Ebersole, Rene. 2001).

After this article was posted any thug or wannabe thug suddenly knew what kind of dog they

wanted to own. Many of these people lacked experience in training dogs (Doggy Debate., 2014).

In 2008 Sports Illustrated released a different image of pit bulls with big puppy dog eyes

wearing buckle collar and leash (Ebersol, Rene, 2001). The first article released in 1987 first

capitalized on pit bull stereotypes and fear, while in 2008 Sports Illustrated reported on popular

topics such as dog fighting and animal abuse (Ebersole, Rene. 2001). The pit bull presented in

the 2008 article was rescued from Michael Vick’s dog fighting kennels. He was rehabilitated and

trained then adopted as a therapy dog (2019., May). In the 2008 article pit bulls are portrayed in

a more positive light, there is an overall imbalance of negative and positive articles concerning

pit bulls throughout the media (Ebersol, Rene. 2001).

The imbalance of negative news articles also has an unpleasant effect on pit bull owners.

Owners often refer to media, normally local media, to see reports on pit bulls in their areas

(Ennis Lisa., 2016). Owners tend to be in denial about the news’ outlook on the story. For

example, Amanda, who has an American Bulldog, was very angry while watching a local news

story. A young toddler climbed through a doggie door where she was attacked by nine pit bulls.

She said, “I mean nine dogs? Nine of any dogs? And you aren’t watching your toddler enough
that it can get out of the dog door? It makes everyone think that everyone who owns a pit bull is

a moron like these people” (Trial, 49., 2013). Another man stated, “When the news refuses to

state the breed involved you know it is not a pit bull because the media loves talking about pit

bulls, even if it only kind of looks like one” (Doggy Debate., 2014).

Pit bull owners are very aware that their dog carries a certain image (Ennis Lisa., 2016).

The term pit bull has become a metaphor for a tenacious individual (2019., May). Pit bull owners

often used this metaphor for their own tenacity in the struggle to win public consciousness

surrounding their dog. Owning a pit bull means constantly being observed in the public’s eye and

how their perception affects others. There is awareness in the public’s eye of pit bulls, but many

people know very little about the dogs beyond what they have read in the news and other media

(Doggy Debate., 2014). Many people who may be aware of pit bull reputations are unable to

identify a pit bull, not giving owners an opportunity to change the uninitiated person’s opinion of

the dogs through visual representation that does not match what the non-owners have previously

learned about the dogs (Ebersol, Rene. 2001).

On May 9th, 2012, a woman fell onto the train tracks and was drugged to safety by a

nine-year-old pit bull. The pit bull did need to get her leg amputated. After the surgery, the pit

bull was back to her loving self. The media gained a lot of attention from this heartwarming story

which is not normally the case when you hear the word pit bull. The media has created the image

that pit bulls are bad vicious dogs making the wrong people want to own them. Drug dealers,

rappers, and criminals are using these dogs for protection and breeding them to make fast cash.

As a result of the overbreeding many communities have unwanted pit bulls. Within the last few

years, many people have started to reeducate themselves about the breed. Pit bull owners

navigate through the pit bull’s hurtful past of fighting dog and its uncertain future as a non bread
breed with specific legislation against it. There are many places where pit bulls are banned that

owners demand they be. Most times owners are seen as the root of the problem with very little

who understand the background of the breed’s culture. Each encounter a pit bull owner has with

another person is a chance to endorse the breed. Owners take pride in their pit bulls and their

dogs’ behaviors around others. When spending a few minutes with a pit bull you will quickly see

through the misconceptions of these dogs. With the proper training and patients, pit bull dogs are

just like any other breed.

METHODOLOGY

To conduct an overview of the research concerning how new stations have helped

opinions affect dog owners’ feelings towards pit bulls, this study aims to address the research

question that is listed below. However, this study only answers the research question based on

the finding of the literature reviewed. The research investigator would need to conduct more

empirical research to obtain a definitive answer(s) to the research question.

Qualitative Research Approach

A qualitative research approach for this study was chosen because qualitative methods

are especially useful in discovering the meaning that people give to events that they experience

(Merriam, 1998). Specifically, the phenomenological method was used to understand how

participants make meaning of the phenomenon being studied; i.e., the negative impact the media

has given Pit Bulls. Phenomenology is effective in studying a small number of subjects – in this

case, 100 participants to identify the core of their experiences with the phenomenon (Creswell,
2003) and to produce new patterns and identify relationships of meaning that build new

knowledge (Mosetakes, 1994).

Qualitative Research Approach

For this study a qualitative research approach was chosen because qualitative methods are

functional when discovering the meaning that people give to events that they experience

(Merriam, 1998). The phenomenological method was specifically used to understand why

participants have a negative outlook on the breed of pit bulls and how the media has helped their

false impressions grow. Phenomenology is effective when studying small numbers of

participants - in this case, 117 people - to identify their true experience with the phenomenon

(Creswell, 2003) and to produce patterns and identify relationships of meaning that build new

knowledge (Moustakas, 1994).

The qualitative research method used for this research was snowball sampling. Snowball

sampling is a technique used in research where the researcher uses participants to help assist in

finding more people to help conduct the research. Snowball sampling was used during this

research to help find the most participants possible in West Tennessee. The first fifteen people to

take the survey were people in connection already who helped find other participants to conduct

the research.

Participants

Pit bull and dog owners were selected for participants in this study since they would be

the most knowledgeable about the breed. Because the goal of this study was to uncover why the

media gives a negative outlook on pit bulls. It was important for participants to be
knowledgeable of how others see their dogs, and why people have a false narrative on the breed.

The experiences the dog owners have gone through because of their dog made the study more

interesting, and also seemed to make the owners more knowledgeable of how others see their

pet.

An email was sent with the Informed Consent form that included a description of the

research study, research procedures, risk and benefits of participation in the study, participant

rights, and protection of confidentiality. People who signed the consent form became participants

in the study and received in depth detail about the survey process and procedures along with a

copy of the survey questions (APPENDIX A). At this point over one hundred participants took

the survey who all were dog owners.

Role of Researcher

In qualitative research, the researcher is the primary research instrument. What the

research brings to the investigation from his/her own background and identity should be treated

as his or her bias (Maxwell, 2005). Since qualitative research is interpretive research, researcher

biases, beliefs, and assumptions can intrude into the analysis of data (Strauss & Corbin, 1998).

Data Collection Method

While data collection and data analysis activities were intricately mixed together

throughout this phase of the study. They will be described separately. The primary source of data

for this study was survey questions and field notes.

For this study, all participants took a survey on qualtrics. In the beginning of the survey

all participants were reminded of the purpose of this study and also agreed to be a part of this
research by signing a consent form. The first five questions were demographic questions to gain

more knowledge about who the participants were during this study. The following questions all

revolve around being a pit bull owner or questions about what they might have seen in the media

about their pets.

The second method to collect data during this research was field notes. The field notes

were taken at Dr. Vicki Schneider Lake Dog Park in Jackson Tennessee. The park was secluded

from the rest of town and only dog owners knew about this park. In the few hours of observing

the park only two pit bulls entered the park. When the dogs entered there were already other

breeds playing. The pit bull owners at first were cautious of their pets and what they might do

around the other dogs. After a few minutes of observing their dogs they sat down and the worries

went away. The dogs all played with each other for half an hour before all the dogs and owners

left the park.

Field Notes

During the course of this research field notes were taken at the Dr. Vicki Schneider Lake

Dog Park in Jackson Tennessee. Starting first with the area the park was located in. The park was

secluded and very shaded. It is located behind the Rockabilly Baseball Stadium. There are two

different dog areas located in the park, one for small dogs, and one for bigger dogs. There were

many obstacle courses the dogs could play on but also a lot of common areas to just run.

While at the park many small and large dogs came to play. After being at the park for

some time, only two pit bulls enter the park. Other dog owners seemed to be a bit weary of the

pit bulls but after a few minutes the tension seemed to loosen. The pit bulls and other dog breeds

ran around for half an hour before leaving. The experience was watching other dog owners
interact positively with pit bull owners. Nothing abused or alarming happened when the pit bulls

entered the park overall.

Data Analysis

Analysis occurred in two phases. First, field notes were used to observe people in a

natural environment with their animals. The first phase was crucial to understand more on how

people interact with Pit Bulls. Often they are seen as vicious animals. Inorder to make a final

judgment you must see that with your own eyes. This would be why this was a very important

part of this research. At one point other dog owners and even the pit bull owner became worried

about what the pit bulls might do, but after observing the dogs nothing at all happened.

Secondly, surveys were conducted to understand more in depth about people's

experiences with pit bulls and what they have seen in the news outlets about the breeds. Most

people overall had good experiences with the breed even though the majority have seen more

bad than good. The data made it more clear that people have seen bad things through the media

but not with their own eyes.

RESULTS

The results of this qualitative study are based upon survey questions. Based upon the one

hundred people who took the survey thirty six people ranged from eighteen to twenty four.

Twenty eight people ranged from twenty five to thirty four. Six people ranged from the ages

thirty five to forty four. Fourteen people ranged from forty five to fifty four. Lasty, sixteen people

ranged from the ages fifty five to sixty four. Nobody older than sixty four took the survey.

Twenty eight people who took the survey were white. Thirteen people were hispanic or latino.
 Forty two people were African American. Fourteen people were Asian/ Pacific Islander, and

seven people who selected others. Of the genders who took the survey there were forty three

males, forty five females, and twelve people who preferred not to say. There were sixty three

people who took the survey who owned a pit bull or have in the past. Thirty seven people who

took the survey have never owned a pit bull. The question “have you ever interacted closet with a

Pit Bull” was asked during the survey. Of the one hundred people to take the survey only sixty

seven people selected “yes”.

Future Implications

For the future implications in the research I would collect more data from news stations

who have done stories on pit bulls. It would add more data to the other side of the research. You

can find data on what stories they have published but no data on the people who actually

composed and produced the stories.

 REFERENCE

Colorado newspaper prints addresses of pit bull owners. (2006, April). The Quill, 94(3), 11.
“Doggy Debate.” 2014. Scholastic News -- Edition 4 77 (3): 3.

Creswell, J.W. (2003) Research Design: Qualitative, Quantitative, and Mixed Method
Approaches. Sage Publications, Thousand Oaks.

Drugmand, Toni. 2006. “Our Hero, Hurricane.” Angels on Earth, September, 56–60.

Ennis, Lisa. 2016. “Pit Bull: The Battle Over an American Icon.” Library Journal 141 (3): 128.

Greenwood, A. (2011). Nuisance or necessity? ABA Journal, 97(9), 11.

In Praise of Pit Bulls: Despite the rumors, they don't all deserve a bad rap. What you
should know.

Maxwell, J.A. (2005) Qualitative Research Design: An Interactive Approach. 2nd Edition, Sage,
Thousand Oaks.

Merriam, S.B. (1998) Qualitative Research and Case Study Applications in Education.
Jossey-Bass Publishers, San Francisco.

Moustakas, C. (1994). Phenomenological Research Methods. Thousand Oaks, CA: Sage.

Pit bulls attacks child. (2013). Trial, 49(8), 10.

Strauss, A., & Corbin, J. (1998). Basics of Qualitative Research: Techniques and Procedures for
Developing Grounded Theory. Thousand Oaks, CA: Sage Publications, Inc.

 When Dog Bites Dog, Man Is Next: [Editorial]. (2004, Sep 07). New York Times
 APPENDIX A

Survey Questions:

1. Are you a dog owner?

2. Age?

3. Race?

4. Affiliation with Lane.

5. Gender

6. Education

7. Have you interacted closely with a Pit Bull?

8. Would you consider yourself an animal lover?

9. How would you describe your last experience with a Pit Bull?

10. What breed do you consider more dangerous than a Pit Bull?

11. Do you believe that there are over three million Pit Bulls that end up in shelters each

year?

12. How many Pit Bulls do you believe get euthanized each year?

13. Have you ever seen a news report/article involving a story about a Pit Bull?

14. What news station have you seen report on Pit Bulls?

15. Have you ever been bitten by a Pit Bull?

16. Do you know anyone who has suffered from a Pit Bull attack?

17. Where do you obtain information about dogs?

18. Have you ever owned a Pit Bull?

19. Would you consider adopting a Pit Bull?

20. How was your last experience with a dog?