Drowning Out the Message: How Online Comments on News Stories About Nike’s Ad Campaign Contributed to Polarization and Gatekeeping

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

This study examined audience commentary on Fox News, Cable News Network, and MSNBC’s YouTube and Facebook platforms associated with news stories on Nike’s selection of controversial former National Football League quarterback Colin Kaepernick as the spokesman for its 2018 campaign. The study, using the theory of gatekeeping as a starting point, sought evidence for a drowning effect, in which the audience strayed from the primary message of the journalism presented to it. Content analysis revealed a significant drowning effect across platforms and outlets.

Original languageEnglish
Pages (from-to)103-122
Number of pages20
JournalElectronic News
Volume14
Issue number3
DOIs
StatePublished - Sep 2020

Keywords

  • Nike
  • drowning effect
  • gatekeeping
  • polarization
  • social media

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