With more video evidence released of Ray Rice assaulting his fiancée (now wife), Janay Palmer, in a New Jersey Casino elevator, the media has been buzzing over Rice’s release from the Baltimore Ravens and indefinite suspension from participation in the NFL. Rice was originally suspended for two games, but the public felt this punishment didn’t fit the crime, especially since other players had been suspended entire seasons for smoking marijuana. After the backlash over the disproportionate sentencing handed out by league President Roger Goodell and the NFL, the league altered its policies towards domestic assault conduct. From Michael Vick’s dogfighting scandal to the relatively recent Aaron Hernandez debacle, the NFL has been under heavy scrutiny over the conduct of its players. How do these big organizations handle such scandals?

Comparisons of arrest rates in the NFL and the general population show that players often have lower rates that the national average for all offenses, including domestic violence. The “NFL criminality myth” is perpetuated when sport is interpreted through a “white lens,” and parallels that of general stereotypes about blacks as crime prone.
Within the NFL, arrests for domestic violence are higher than any other crime, unlike the general population where arrests are higher for other offenses. Few players are successfully prosecuted in the courts for domestic assault, though, and they rarely face sanctions on their eligibility to play.
There is widespread agreement among the general population about which crimes are severe, and what constitutes a just punishment for those crimes (although demographics and victim/offender characteristics modify these effects slightly).  The original punishment handed down to Ray Rice did not fit into our collective conceptions of morality and justice, and public outrage is one symptom of that mismatch.
Sociologists know that when an organization’s reputation and integrity is threatened, they often attempt to fix things by distancing themselves from the problem or the perpetrator (disassociation), and/or implementing policies that attempt corrective action. Sometimes these actions are just symbolic gestures, but sometimes they also show real institutional change. In this case the NFL seems to be following the script!