Mentioned, Quoted, and Promoted: How Sports Journalists Constructed a Narrative of Athletes’ Value in the “Name, Image, and Likeness” Era

Using theories of framing and agenda setting, this study explores how journalists covered women athletes during the first week of the National Collegiate Athletic Association’s new “name, image, and likeness” (NIL) policy. Athlete representation during this first week was critical, as it established precedent for which athletes, according to media members, held value and were worthy of publicity. The findings from this study show that journalists focused their reporting of NIL on U.S. male athletes, although women athletes such as Olivia Dunne, Haley Cavinder, and Hanna Cavinder were also frequently mentioned in relation to their large social media following, lifestyle, or appearance. Overall, reporters generally promoted a male-dominated NIL agenda, one that undervalued women athletes and minimized their potential role as sporting celebrities in the college sports space.