Sporting dissent: Colin Kaepernick, NFL activism, and media framing contests

Abstract

In August 2016, Colin Kaepernick, a quarterback on the San Francisco 49ers of the National Football League, sat in protest during the national anthem. He made it clear that his stance was a political statement against racialized oppression and police brutality carried out against people of color in the USA, and in doing so he became a polarizing cultural figure. This article uses content analysis to examine newspaper coverage of the emergence and evolution of Kaepernick’s political activism over a critical two-year period, from August 2016 through August 2018. First, we identify the dominant frames that media adopted when covering his protests and their aftermath. Then we examine who got to speak in the articles: which sources tended to predominate and how did this inflect the principal frames? Finally, we explore whether Kaepernick’s activism deepened discussions over police brutality against African Americans or racial inequality in the USA. We conclude that the print media’s coverage was largely favorable to Kaepernick even as much of the coverage reduced the protest from being about racial injustice in the USA to being framed, reductively, as an “anthem protest.”