the idea that winning is all that counts and you should win at all costs. Good behavior and fair play aren't the message that comes across. Instead, it looks as if cheating and bad behavior are reasonable ways of getting what you want. This message is further bolstered by the fact that some of these sportspeople acquire enormous fame and wealth, making it seem they are being handsomely rewarded either despite or because of their bad behavior.
What can parents do about this? They can regard sport on television as an opportunity to discuss attitudes and behavior with their children. When watching sports together, if parents see a player swearing at the referee, they can get the child's opinion on that behavior and discuss whether a player's skill is more important than their behavior. Ask what the child thinks the player's contribution to the team is. Point out that no player can win a team game on their own, so it's important for members to work well together.

Another thing to focus on is what the commentators say. Do they frown on bad behavior from players, think it's amusing or even consider it's a good thing? What about the officials? If they let players get away with a clear foul, parents can discuss with children whether this is right and what effect it has on the game. Look too at the reactions of coaches and managers. Do they accept losing with good grace or scowl and show a bad attitude? Parents can use this to talk about attitudes to winning and losing and to remind children that both are part of sport.

However, what children learn from watching sports is by no means all negative and parents should make sure they accentuate the positives too. They should emphasize to children the high reputation that well-behaved players have, not just with their teammates but also with spectators and the media. They can focus on the contribution made by such players during a game, discussing how valuable they are in the team. In the interviews after a game, point out to a child that the well-behaved sportspeople don't gloat when they win or sulk when they lose. And parents can stress how well these people conduct themselves in their personal lives and the good work they do for others when not playing. In other words, parents should get their children to focus on the positive role models, rather than the antics of the badly behaved but often more publicized players.