This document analyzes the gatekeeping practices of the sports blog Deadspin. It examines the types of stories that appear on Deadspin, how they are framed by editors, and whether stories drawn from mainstream versus non-mainstream media sources differ in topic or tone. The author analyzed a random sample of 200 Deadspin posts, coding their source, topic, frame and tone. The results showed posts from non-mainstream sources were more likely to cover off-field stories, though tone did not differ by source. Overall, Deadspin acts as a secondary gatekeeper, reinterpreting and spreading both mainstream and unconventional sports stories.

1. ‘Without access, favor or discretion’:
The gatekeeping practices of
BRIAN MORITZ
Ph.D. STUDENT • S.I. NEWHOUSE SCHOOL OF PUBLIC COMMUNICATIONS • SYRACUSE UNIVERSITY
FIFTH SUMMIT OF COMMUNICATIONS AND SPORT • BRADLEY UNIVERSITY • MARCH 30, 2012

2. INTRODUCTION
“Because no one reads the newspaper, and
SportsCenter’s anchors are too perky for this early in
the morning, Deadspin combs the best of the
broadsheets and internets to bring you everything
you need to know to start your day.”
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

3. GATEKEEPING
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4. WHY WE’RE HERE
Purpose statement
Identify the types of stories that appear on Deadspin.
How those stories are framed by editors and contributors.
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

5. THEORY
A look at Deadspin
Founded on Aug. 30, 2005, by Will Leitch.
Top sports blog of 2000s — Sports Illustrated.
1.9 million monthly readers. Most visited sports
blog.
Seen as an alternative news source to ESPN and
other traditional media (Nolan, 2007).
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

6. THEORY
Deadspin’s greatest hits
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7. THEORY
About Deadspin
“One of the exciting things about Deadspin ... is that kind of wall used to
be there. Now we (fans) decide what we want to know. We don’t always
need that wall anymore ... people react to sports as entertainment
because that’s what it is. Whatever fans find entertaining is what
counts.”
- Will Leitch (Sports Illustrated, 2008).
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

8. THEORY
GATEKEEPING
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

9. THEORY
FRAMING
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

10. THEORY
JOURNALISTS’ ROLES
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11. HYPOTHESES
H1: Posts to Deadspin drawn from non-mainstream media sources are more likely to
consist of off-field news items than posts drawn from mainstream media sources.
H2: Posts to Deadspin drawn from non-mainstream media sources are more likely to be
negative in valance than posts drawn from mainstream media sources.
H3: Posts to Deadspin drawn from non-mainstream media sources are more likely to be
representative of a critical frame and a celebrity frame than posts drawn from mainstream
sources.
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

12. HOW WE DID IT
Methods
• May, 2010 Month chosen for sample
• 200 Posts picked at random
• SOURCE, TOPIC, FRAME, VALENCE Codes
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

13. RESULTS
Descriptive statistics
Of the 200 posts studied ...
102 from mainstream sources
129 off-field stories
78 negative valence 82 neutral 40 positive
Critical (72) Straightforward/Statistical (65)
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

14. HYPOTHESIS 1 RESULTS
Posts to Deadspin drawn from non-mainstream media sources are more likely
to consist of off -field news items than posts drawn from mainstream media sources.
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

15. HYPOTHESIS 2 RESULTS
Posts to Deadspin drawn from non-mainstream media sources are more likely
to be negative in valance than posts drawn from mainstream media sources.
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

16. HYPOTHESIS 3 RESULTS
Posts to Deadspin drawn from non-mainstream media sources are more likely to be representative
of a critical frame and a celebrity frame than posts drawn from mainstream sources.
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

17. IF YOU’RE SCORING AT HOME
Hypothesis 1: Supported
Hypothesis 2: Not supported, no significant relationship
Hypothesis 3: Not supported
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18. SO WHAT?
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19. DISCUSSION
For all the hype,
Deadspin is a fairly
well-rounded blog.
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20. BY THE NUMBERS
Discussion section
129 posts dealt with off-field incidents
81.6% non-mainstream stories on off-field incidents
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

21. DISCUSSION
Deadspin editors (and sometimes, the readers themselves)
are reinterpreting the messages from mainstream media
sources – or, in some instances, finding new stories not
covered by the more traditional media outlets.
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

22. DEADSPIN IS NOT
Solely a source of sex, sleaze
and sophomoric humor.
Completely the alternative
source of sports news.
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin

23. DEADSPIN IS ...
A second-level gatekeeper.
A prime example of second-guessing theory.
A site that takes stories already are in the marketplace of
ideas and reinterprets them in an entertaining way.
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24. CONTACT
BRIAN MORITZ
Ph.D. STUDENT
S.I. Newhouse School of Public Communications
Syracuse University
about.me/brianmoritz
@bpmoritz
607.341.5029
bmoritz@syr.edu
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SYRACUSE UNIVERSITY The gatekeeping practices of Deadspin