When Sport Becomes Politics: Agenda Setting & Ideological Polarization in Collegiate Athletics Coverage

The increasing politicization of sport has positioned collegiate athletics as a key site of ideological discourse. Guided by agenda setting theory, this study examined how national news outlets construct collegiate athletics content on social media. From an analysis of 6,436 Twitter/X posts published from 2014 to 2024 from nine prominent news organizations in the United States with established political orientations, we used thematic and sentiment analyses to assess topic salience and ideological framing of collegiate athletics content. Findings demonstrate that National Collegiate Athletic Association governance, legal disputes, and cultural issues dominate coverage, reflecting first-level agenda setting. Although most posts were neutral in tone, portrayal of collegiate athletics varied across outlets, particularly regarding athlete compensation, gender equity, and transgender participation. Such findings indicate second-level agenda setting while politically polarizing topics generated disproportionate engagement among users. These findings suggest collegiate athletics operates as a discursive arena where media agendas shape public understanding within an increasingly polarized digital environment.