Sports Media Musings: NFL Prospect Michael Sam Announces He Is Gay; The Media Debates How The Media Will Treat The Story

Today: In which we discuss Michael Sam’s decision to step forth as the first openly gay NFL prospect. Before doing so, let’s pass along some prerequisite reads from much smarter writers than myself.

Cyd Zeigler, of Out Sports, has the exclusive behind-the-scenes story of how Sam’s PR team chose to come out to the public with the news, including the thought process behind which outlets to confide in, etc. The piece deep dives into the decision to give the television component to ESPN, but the written news to the New York Times, in order to maintain control of the message. A must-read for media junkies.

LZ Granderson, who is a columnist at ESPN (and gay as well), says Sam’s announcement maters, but it’s hardly groundbreaking.

Mike Tanier is one of my favorite football writers in the country right now. Although, he’s quickly on his way to becoming one of my favorite writers, period. His piece on Sam is excellent.

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The media (predictably) spent the immediate aftermath of Sam’s announcement debating — what else? — HOW THE MEDIA will treat the story. That statement reads cannibalistic, but the conversation felt genuine. Still, contemporary media’s penchant to hedge the future importance of something — anything, really — as its happening, rather than what it means in the here and now, is fascinating. Let’s play along, if only to work this out in our head and on your computer screen by answering three peripheral questions:

1. Is this a story?

Block everything surrounding this announcement out, and simply look at the decision as to whether or not this is “news.” The answer, of course, is that yes — this is a story. We’re traversing uncharted territory and establishing precedence here. To that end, there is immense news value, and plenty of angles to explore. Saying otherwise is ignorant at best and borderline insulting at worst.

Now, when someone questions the magnitude of the announcement or says “so what?,” they aren’t really downplaying its importance or significance, they are scaling back the scope of media reaction to show progress. The implication of that reaction is that we’ve come so far as a society that an openly gay football player assimilating himself to the NFL culture, by and large, shouldn’t be a big deal anymore. And that, really, silence on the matter — seamlessly moving on with our lives without skipping a beat — displays true acceptance, the kind which doesn’t need acknowledgement because This Is Just The Way Things Are. In theory, this is fine, but we live in the real world, where Sam’s decision engenders attention, both positive and negative.

As an aside, it’s interesting: Sam’s advisors planned the timing in a way that helps NFL officials absorb the news as much as possible before the draft. And while that method could prove effective in terms of his draft position, the media, as its wont to do, could find layers to explore, which will only build anticipation — effectively prompting the exact opposite outcome Sam was looking for. Time will tell, just something to consider.

2. What kind of legs does this story have?

It depends on the inevitable moment when an athlete or media talking head (probably the latter) says something stooooopid. So far the media has spent more time discussing whether or not this is a story (again: it is, you imbeciles), than the story itself. Because that’s how we talk about about everything these days. (e.g. WHAT DOES THIS MEAN?!)

By the way, Herman Edwards never stood a chance here. It’s not a good look, but I suspect, we’ll see worse down the road.

3. OK. That’s a given. Stop dancing around the question: Really, how long?

Fred Toucher compared this to the Manti T’eo scandal last year, which feels off. Toucher’s point is that the T’eo thing was THE story of 2013, but its attention died down shortly after the draft. His argument ultimately fails, however, because while both of these moments live in the era of the 24/7 news cycle, where we drop whatever has our attention for the next shiny object, they are rife with important differences.

Chief among them is that the “distraction” T’eo provided is his own humiliation; meanwhile, Sam’s pending employment (hopefully) fosters progress. This is a critical distinction. Sam is representing an entire demographic, one that this announcement profoundly affects not just today, but going forward. Forever, really. On the other hand, T’eo knowingly perpetuated a lie. It was salacious in every sense of the word, and the ubiquitous failings in the media to uncover the truth was certainly astonishing, but beyond that embarrassment, the story ultimately impacted T’eo and, I suppose, the fourth estate.

But, as with the previous question, the real implication goes beyond the surface of the question. What we’re really asking is “How long will this be THE topic that blogs, columnists, television panels, and radio shows are talking about?”

From an oversaturation standpoint, the period between now and the draft will see prolific overkill. That’s obvious. But it’s a special type of overkill: aimless overkill (my favorite kind!). Because no one, certainly not anyone in the media, is particularly adept at identifying draft value. (Think of how many impact guys come in undrafted every season, or how many third round draft picks outperform first rounders. Trying to reconcile his changed draft status — post-announcement — feels silly and pointless and empty, but simultaneously is an important question. Alas, #EmbraceDebate. Ewwwww.)

After Sam’s drafted – and, despite what one General Manager said in Peter King’s Monday Morning Quarterback column today, we’d be floored if he wasn’t drafted – the story will garner attention in training camp, but no more than other typical preseason storylines “Will RGIII will bounce back?”, “Is Rob Gronkowski healthy?”, “TEBOWWWWWWWWWW!” (I feel like a SportsCenter anchor just needs to yell “Tebow” once every 90 minutes in August – can’t just quit cold turkey). In the end, who cares? We just want to watch football.

As far as outlets ranging from TMZ to CNN? They’ll keep their eye on matters, but direct their attention elsewhere as soon as Justin Bieber enters rehab. So, basically, by Valentine’s Day.

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At the very least, we’ll be taking a break from Pete Carroll: Leader of Men talk this week. Speaking of which, in my Metro column this week, I examine the Carroll era and rank the top-five expatriates of Boston Sports who we wouldn’t want to see a championship. Because lists are always fun. Especially negative lists.

Anyway, as always, thanks for reading. Feel free to say hello in the Twittersphere: @Hadfield__.