The Local Perspective: Regional Television Framing of Name, Image, and Likeness

Abstract

As name, image, and likeness (NIL) continues to be a fixture within conversations surrounding collegiate athletics, the present study sought to examine the manner in which local television media in the United States framed NIL during news broadcasts. Through the lens of media framing, researchers conducted a comprehensive analysis of all local television broadcast content across the United States during the Fall of 2024. This analysis identified 1677 local news segments in which the term “NIL” or phrase “name, image, and likeness” were spoken on-air. Analysis revealed a similar proportion of comments that framed NIL as a positive change in collegiate athletics ( promotion ) and negative alteration to collegiate athletics ( disruption ). The findings of this study allude to the nature in which NIL is presented on local television in distinct geographic communities and is of practical significance to collegiate administrators given the strategic importance of distinct geographic communities to NIL efforts.