Media narratives significantly shape public attitudes towards athletes by influencing perceptions of their behaviors, success, and values. Positive coverage can enhance an athlete's brand, resulting in increased sponsorship opportunities and public admiration. Conversely, negative stories can tarnish reputations, affecting an athlete's mental health and marketability. Media portrayal often determines the narratives surrounding social issues in sports, such as diversity and gender equality. By framing athletes' actions and achievements, media can rally public opinion, impacting support for both the athletes and the sports they represent, thus shaping the cultural context in which they compete.