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

Jinhee Lee; Zulfia Zaher; Edgar Simpson; Elina Erzikova

doi:10.1177/1931243120951564

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

Jinhee Lee, Zulfia Zaher, Edgar Simpson, Elina Erzikova

Journalism

Research output: Contribution to journal › Article › peer-review

2 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 language	English
Pages (from-to)	103-122
Number of pages	20
Journal	Electronic News
Volume	14
Issue number	3
DOIs	https://doi.org/10.1177/1931243120951564
State	Published - Sep 2020

Keywords

Nike
drowning effect
gatekeeping
polarization
social media

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10.1177/1931243120951564

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title = "Drowning Out the Message: How Online Comments on News Stories About Nike{\textquoteright}s Ad Campaign Contributed to Polarization and Gatekeeping",

abstract = "This study examined audience commentary on Fox News, Cable News Network, and MSNBC{\textquoteright}s YouTube and Facebook platforms associated with news stories on Nike{\textquoteright}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.",

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

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