Abstract
The rise of Donald Trump has widely been seen as concurrent to the emergence of the “Alt-Right” that coalesces around intersecting themes of conservativism: White ethno-nationalist “race realism,” populism, misogyny, evangelical theocracy, border protectionism, and anti-liberalism. Media has been a key site of struggle in these developments, with attacks on mainstream media bringing into focus wider questions of truth and legitimacy in journalism. In particular, Trump’s rise has been synonymous with the heightened profile of the Breitbart News website, a purveyor of hyperpartisan, conservative political ideologies. In this article, we consider the place of Breitbart Sports within this dynamic political and media order. Our analysis of the lead-up to the 2016 Presidential election reveals the extent to which Breitbart Sports conveyed a vision of U.S. sport that promoted hard-right agendas in relation to U.S. global stewardship, veiled “race” reclamation discourses, media, immigration, social criticism, policing, sexual politics, and party politics. Breitbart Sports framing casts sport as a liberally infested cultural battleground, where conservativism is under threat. We conclude with a brief discussion about the role of new media in framing political exigencies and the role of sport in contemporary American society.
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