|Ron breathes the clean, white, air of the country.|
A bold statement, I know, but bear with me. The Golden Horseshoe area of Ontario, which encompasses Toronto, and the cities of Vancouver and Montreal (and their suburbs) represent the bulk of the population of Canada. These areas are highly urbanized and very multicultural, especially Toronto and Vancouver. These three areas drive hockey viewership in Canada, and their essential makeup is enthusiastically unrepresented on HNIC. Look at the faces on HNIC and it's pretty much wall-to-wall middle-aged white guys. There are two token women, and two visible minority men who get even less airtime than the women. Compare and contrast with any local TV news crew in any of Toronto, Montreal or Vancouver; diversity, diversity, diversity.
The resolute whiteness of HNIC (and this also applies to every other hockey broadcast in Canada) is, on one level, simply a reflection of hockey culture in North America. The cost of playing hockey for kids and teens is now so prohibitive it's become difficult for anyone but the overwhelmingly white middle and upper-middle classes to participate in it. Look around the NHL today and you see only a bare handful of visible minorities playing the game. Sportsnet isn't responsible for who is or isn't playing the game, but through their choices in on-air personalities and the editorial tone of the hockey broadcasts, Sportsnet is sending a clear message about who they think the game is for and about. And that brings us back to Ron MacLean.
MacLean might be a crap host, but he's the perfect choice if, as it would seem, Sportsnet is only interested in going after the suburban/rural, conservative, white male in the age range of 40 to dead. Ron launches into a bromantic paean whenever he gets to talk about the small-town roots of this or that player. The gushing gets even more torrid if the player is from the Prairies, which, in the minds of Ron and his on-camera cohorts, seems to be the abode of the gods. If a player is from Saskatchewan or Alberta, Ron is sure to mention that "They raise them tough out there" or "He's a good Saskatchewan boy" or "Those long western bus rides build character." Players from the cities don't get any extra praise, unless, of course, they have an Irish last name, which means we're bound to hear either "He's a tough Irishman" or "He's a fine broth of a lad." It's enough to make you gag on your soda bread. And if you're a visible minority the message is clear: don't bother playing or watching hockey...we don't want you.
As though to underline its commitment to an aging, white demographic, two years ago Sportsnet gave MacLean his own show, Hometown Hockey, which saw him hosting NHL games from a different suburb or small town each Sunday. The idea of celebrating places where the vast majority of people don't live seems odd and/or foolish when you're in the business of pulling in viewers. Sportsnet markets the show as a celebration of Canada and Canadians, but the sub-text of the show is that white, non-urban Canadians is who hockey is for. Visible minorities are in the majority in both Vancouver and Toronto, but good luck seeing any on Sportsnet hockey broadcasts. Too bad they didn't have the foresight to move to a Newfoundland fishing village or a Manitoba farming community.
I'm part of that aging, white demographic, but I work in Toronto with a very diverse group of people, many of whom are young. They talk a lot about basketball and soccer, even baseball, but the subject of hockey is pretty much left to us old guys. Is this what Sportsnet wants? For some of these young Canadians hockey is as remote and irrelevant as jai alai or Australian football. Hockey broadcasting bears a large part of the blame for this situation. Instead of reaching out to the next generation of sports fans, they have turned their backs on them, almost thumbed their nose at them, with their ceaseless and mawkish love affair with a Canada that hasn't existed for at least a generation. Strombo was a weak choice to pull in new viewers, but bringing back MacLean to front Sportsnet's marquee hockey broadcast probably puts HNIC on the black diamond slope to ratings oblivion. And it's what they deserve.