The concept of role models in sport is one of the most debated topics in the Australian media. Much debate surrounds whether or not professional athletes should be classed as role models or not.

The debate particularly rages in the Australian Football League (AFL) where many recent problems with player behavior has caused increased scrutiny and debate on the role model issue.

Ultimately, it will be argued that AFL players are obliged to be role models, regardless of their personal opinion on the matter.

This will firstly be analysed by discussing exactly what a role model is and their typical traits. Then the focus will shift to AFL players as the causes for their status as role models.

Sport is something of great significance to Australian culture; it is discussed in the living room, at the pub and in the school yard. A love for sport is often an essential part of what it means to be an Australian.

The Australian love affair with sport is often a two sided concern. There are perceptions of sporting prowess while at the same time there are images of coach potatoes who consume sport rather than participate.

Regardless of which side of this is examined, sport is an important aspect to many Australians.

Sport has been attributed to the rise in the global recognition of Australia, both sportingly and culturally. The Sydney Olympic Games in 2000, labeled by IOC President, Juan Antonio Samaranch were, “the best Olympic games ever.” This greatly contributed to Australia’s international reputation as not only a sporting nation but also as a great place to live.

The sport of Australian Rules encompasses this love for Australian sport perfectly, as it is uniquely Australian and the AFL is the most popular sporting league in the nation.

The AFL boasts the highest average attendance of any sport in Australia with 37,776. This is reflective of total club memberships which are 574,091. This trend continues with viewing figures with an aggregate TV audience of 116,612,478, 4000 more than the NRL.

One of the few aspects where Australian Rules doesn’t dominate is in junior participation. It is the third most played sport by boys aged 5-14 with a share of 13.8 per cent of total sports played behind swimming (16.5 per cent) and Soccer (22.2 per cent). This doesn’t improve with women either as only 0.9 per cent of females aged 5 – 14 participated in organised Australian Rules.

Regardless of the participation rate, the AFL is obviously the most popular sporting competition in Australia. Unsurprisingly, this popularity leads to a high profile of players and a placing of some on a pedestal. This is deserved as they are representing Australia, are paid large sums of money and seen as perfect examples of health.

They are looked upon as national heroes. Because of the aspects they are looked up to with great admiration by children. It is through this immense and dually deserved popularity that controversially leads to AFL players often being labeled as role models.

We see them on television, read about them in books and magazines and hear about them on radio, but what exactly is a role model

According to Robert Brienzo, a senior lecturer at Minneapolis Institute of Fine Arts, role models are, “A personality who possesses non flashy subtle traits, which influence culture in a socially successful, long term or day-by-day fashion.”

This means that a role model is a person fictitious or real whose personality or traits have a positive influence on people and society. A role model is a person whose individual beliefs are idealised and made an example of for people to try to emulate.

Evidently, a role model is decided upon by their traits and characteristics. An online survey performed in 2003, by Matt Starcevich (Ph.D.) attempted to locate exactly what traits a role model possesses.

The most popular were found to be: humility, respect, intelligence, good habits and commitment.

This goes to show that being successful yet modest about achievements is a key factor in role models. Good habits are an integral part of role model as these should inspire the individual to improve their own habits. Commitment means that the role model must be a person of action rather than just words.

The labeling of AFL players as role models is an extremely controversial topic. According to James Krehbiel, the idea of labeling AFL players as role models is simply because society is confusing heroes and role models, when in fact they are two very different things.

A hero is a person whose content of character is less important, their power and status is more central compared to their behavior and integrity. In a rush to embrace heroes, we ignore their humanity. They aren’t seen as real people as it would diminish the significance of their existence in one’s lives.

AFL players tend to sit right in between the spectrum of role model and hero. They are treated as heroes because they represent success and power and hold a high status in general public. They are seen as a person who is perfect at their chosen sport, rendering them as heroes. Yet at the same time they are role models.

The influence that AFL players have on youth is one of the key reasons why they are often labeled as role models. The media’s spotlight on the athletes is also to blame for this label as they give the impression to the public that they know the integrity and values of the player, when this is not the case.

According to Michael Kerr, researcher at RMIT, the saturation of sport in the media has led to false sense of knowing particular athletes. However, he goes on to say that, “This is an aspect of the game that cannot be changed; it is up to the players to adjust to this label given to them.”

Although AFL players are, according to some public researchers, incorrectly given the label of role model, it is a tag that they must cope with as part of the sport. The influence of AFL players on youth is one of the key aspects as to why they are labeled as role models by many.

Although the aforementioned research by Kerr and Krehbiel gave the impression that AFL players were not obliged to be role models, Krehbiel suggested that the power of their influence is too high to allow players to be discounted as role models. Elite sportspeople, in particular AFL players have a powerful influence on youth participation in sport and health.

The commercial influence of AFL players also requires role model behavior, as the sponsors of a club would not want to be associated with bad role models. A study in 2006 was performed by Ray Vamplew on who young people look up to as role models.

There were over 11,000 participants aged between 7 and 13. It found that parents were the highest with 35 per cent of votes, teachers were next with 21 per cent, followed by Jesus Christ with 20 per cent and then sportspeople with 18 per cent. The remaining 6 per cent was spread widely across a range of people.

The fact that nearly one in five children aged 7-13 believed that a sports person was the role model means that there are thousands of children who are strongly influenced by the actions of the sports stars. Considering the volume of AFL supporters, this statistic alone should be enough to present a case to all AFL players that they must be role models.

But the influence of AFL players doesn’t stop at that, they also influence health and participation in sport. A survey on the perceptions of participation in sport by primary school students was performed by Messrs Scott Malaxos and Nathan Wedgwood of the University of Sydney.

The survey was conducted on children aged between 8 and 13 years of age, they were asked to acknowledge their causes for participating is sport. The number one reason for taking part in sport was for the sake of competing with 83 per cent of those surveyed highlighting this cause.

The damning fact is that the second highest cause was being like sports stars or heroes with 58 per cent acknowledging this as an influence on their participation.

Evidently with so many children looking up to elite sportspeople as role models and for motivation for participating in sport, the repercussions of a poor role model as a player could be astronomical. Although as previously mentioned AFL players do not become commence a career with the idea of being role models in their minds, there is a lot weighing on their behavior.

Frankly, in the words of Michael Kerr, “It is up to the players to adjust to the label given to them.”

Another major component forcing AFL players to be role models is the commercial and sponsorship deals that they benefit from which are invested in them. Every year millions of dollars of sponsorship is poured into the AFL. If the expected return is not received than the sponsors pull out, it is that simple. Companies do not want their brand to be associated with poor role models.

This financial battle is one of the biggest reasons why AFL players must be role models. There have been many recent cases where such an issue has come to the public fore.

The story of Ben Cousins best captures the relationship between sponsors and players behavior. Cousins is a very talented player, however, he had a poor run of behavior off the field. Ben Cousins was a Brownlow Medalist in 2005 before he was found to be a user of illicit drugs.

According to a story by Jake Niall of the Melbourne Age, Cousins was not welcomed back to West Coast after rehab because, “the club had spent a whole 12 months trying to repair the impression of a rampant drug culture,” and also “several sponsors have threatened to leave the club should they take Cousins back.”

Later in 2008, another article in the Melbourne Age reinforced the theory that role models and sponsorship are intertwined.

The North Melbourne Kangaroos had expressed interest in drafting Cousins, however key sponsor Mazda, worth $1.8 million a year, were not so keen on the idea. The CEO of the Kangaroos declared that negotiations broke down and he revealed that, “They [KIA] were overwhelmingly uncomfortable with drafting Ben, and we have no problems with it.”

This is clear cut evidence of the importance of AFL players being good role models. The fact that Ben Cousins is considered to be a poor role model could have cost the North Melbourne Kangaroos $1.8 million a year in sponsorship. The relationship between good role models and sponsorship is a key to the finances of the AFL. From a commercial point of view, AFL players must be good role models.

Although many AFL players declare that they don’t have the intention of being role models, is it really asking too much of them to do so?

The answer is no, it isn’t.

Referring back to the traits of role models; humility, respect, intelligence, good habits and commitment, it is fair to compare AFL players to this. They are expected to have humility; not to have a bold ego, or a belief that they are better than everybody else or that they are above the law. Respect for fellow peers, opposition, themselves and other people off the field.

This refers to treatment of women and healthy treatment of the body, such as drinking to moderate levels. Intelligence to know how to act when placed in certain situations, and intelligence on the field. Good habits both on and off the field. This means that they are a player consistently tries their best on the field at training and outside of sport. Finally commitment, a trait much scrutinized by fans.

This refers to having the commitment to put in the effort for the club as a sign of appreciation for the fans.

This commitment also applies for club relations. After all, it is the club that is paying the players to perform at their best for the betterment of the club. Another question asked of players is to avoid criminal convictions. If 99 per cent of Australian people can do so, why can’t the elite athletes?

Brisbane Lions captain Jonathan Brown is an example of a player who possesses these kinds of traits, resulting in him being a role model for many young children.

He has the humility to remain humble in personality and even play Aussie Rules with the children in his local suburb, as reported by the Courier Mail. “Lions star Jonathan Brown regularly turns out, sans jersey, coach or fans, to play a bit of footy with the kids in his Brisbane Street.”

Brown has respect for his coaches, team-mates, opposition and officiating staff. He is rarely if ever seen disputing a call by the referee, he was dually awarded the Best and Fairest Award in 2007.

He has intelligence on and off the field, as he is one of the most prolific goal-kickers in the AFL. Although he initially had problems with the AFL tribunal when he first started in 2001, he has since kicked this problem and maintained good habits as mentioned before with the Best and Fairest Award.

In 2005, Brown was offered $6 million to leave Brisbane to go to Collingwood; he stated that he had no intention of leaving Brisbane, displaying his commitment to the club and its fans. There are many such players in the AFL he demonstrate characteristics of role models, therefore evidently it isn’t asking too much of the players to act like Jonathan Brown and be a role model.

All in all, AFL players have both a responsibility and a task to be good role models. Although labeling them as role models isn’t entirely fair, it is a tag that they must cope with if they are to become professional sportspeople.

The fact that nearly 20 per cent of children see sports stars as role models, is enough to suggest that AFL players regardless of their personal opinion have a responsibility to be good role models to that 20 per cent of children who see them in that way.

The responsibilities for AFL players to be good role models are essential for the future participation of children in sport. Considering that 58 per cent of children play sport to be like their sporting heroes clearly highlights this case. If they aren’t good role models it could lead to a massive drop in participation, causing thousands of kids to stop exercising.

The financial side of been good role models is critical to the economics of running an AFL club as sponsors may leave they club if they are synonymous with poor behavior, costing the clubs millions.

The fact that players such as Jonathan Brown exist suggest that there is no doubt that AFL players can be role models, many need to follow his example and act in the way that is expected of them from society.

Evidently, there are a range of reasons for AFL players to be good role models for society.