Media Framing of Athletic Department Major Infractions: A 5-Year Review of Historically Black Colleges and Universities

Abstract

Media coverage of Historically Black Colleges and Universities (HBCUs) often focuses excessively on challenges and deficits, influencing public perceptions, but there is little research on media portrayals of HBCU infractions. This study delves into the portrayal of Division I HBCU infractions from 2016 to 2020 through a textual analysis of 60 article headlines from local, regional, and national newspapers. The research examines general framing strategies, temporal changes, specific frames, prominent themes, and attribution of responsibility. Results indicate that the media often frames these infractions episodically rather than thematically over the 5-year span, with limited case details. The headlines emphasized specific issues of reprimand and redemption, often holding the organization accountable. Newspapers contribute to public opinion on athletic infractions by presenting these incidents in an engaging narrative. This study highlights the need for a more nuanced understanding of how media shapes perceptions of HBCUs, especially in the context of athletic infractions.