BALTIMORE, MD – AUGUST 11: Cam Newton #1 of the Carolina Panthers looks on before the start of a preseason NFL game against the Baltimore Ravens at M&T Bank Stadium on August 11, 2016 in Baltimore, Maryland. (Photo by Joe Robbins/Getty Images)
NFLBy Jim Weber on

Let me be blunt: The Cam Newton GQ “controversy” over him saying the United States is “beyond” race is total and complete bullshit.

It’s nothing new for the media to manufacture controversy to feed the 24-hour news cycle. Just six months ago it spent two whole weeks asking the question, “Why do people hate Cam Newton?” without it being clear whom exactly hates him.

But this nontroversy is a new low and perfect example of how the sausage is made in the industry and why so many distrust the media as a result:

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Step #1: Planting the Seed for “Controversy”

Newton went out of his way to avoid creating headlines in the GQ article by refusing to comment on issues such as Donald Trump and the controversial North Carolina transgender bathroom law. When asked if he believes the criticism of him is racially motivated as his teammates have claimed, Newton wasn’t going to fall into the same trap twice. After all, Newton found himself in the news just this past January for saying, “I’m an African-American quarterback that may scare a lot of people because they haven’t seen nothing that they can compare me to.”

Knowing the firestorm he would face if he called his critics racist, Newton attempted to mollify them by disingenuously saying we are “beyond” racism as a nation.

While some people are ripping writer Zach Baron for “baiting” Newton with these questions (full disclosure: That was my initial reaction as well), I think they were all relevant and fair game in a cover story. Furthermore, Baron does a good job of explaining how skeptical he was of Newton’s apparent reversal on the subject of race:

“Maybe today he woke up and felt like being just a quarterback, not a black quarterback. Maybe he feels fatigue at having to have this conversation with any random reporter who thinks he’s entitled to his thoughts on this subject. Maybe losing the Super Bowl, and hearing all the criticism of Cam Newton that poured out afterward, left him in a place where he just wanted to retreat, at least in front of a reporter, and for once in his life just not be responsible for explaining away the cruel and insinuating things that other people say about him. Maybe he just didn’t feel like participating in the whole economy of outrage that surrounds him today.”

But it was too late.

By trying to sidestep controversy, Newton had ironically created one by making the mistake of saying, “We’re beyond that.”

And with just those three words, the 24-7 news cycle had been fed.

Step #2: “Go Viral”

Blogs and websites pick up the Newton quote and run with it without mentioning that the line appears to be disingenuous because, well, then it wouldn’t be worth writing about, would it?

Step #3: Twitter is Outraged — Again

People on Twitter see the headlines — “Cam Newton Says America ‘Beyond’ Racism in ‘GQ’ Interview” — and immediately lash out on Twitter for Newton’s perceived ignorance at a time when race relations in America are especially tenuous.

Step #4: “Embrace Debate”

Look, I don’t expect much from people on Twitter. Of course they are going to see a headline like “Cam Newton Says America ‘Beyond’ Race” and take it at face value without reading the original article — who has time to read something beyond 140 characters these days?

That’s what Twitter does.

But I do expect more from journalists paid to give opinions for a living. Or at least I did.

Because no sooner than “Cam Newton” was trending on Twitter were writers piling on Newton to “join the conversation” and show up at the top of Google News results:

“Cam Newton’s stardom has turned him blind to racism”

“Cam Newton’s Comments on Race in America Were Wildly Irresponsible”

Of course, this was a no-win situation. If Newton had said racism is part of why he’s criticized, Twitter and the media would have ripped him by saying his own immaturity, not racism, is to blame. Even if he had said “no comment,” it would have been implied he thought racism was part of it and resulted in more criticism.

The way this situation has been so badly distorted over the past 24 hours is exactly why people don’t trust the media and athletes are now wisely very hesitant to grant interviews outside of press conferences.

Step #5: Rinse, Repeat

It’s been 24 hours and the news cycle machine has once again chewed up Cam Newton, spit him out and due for another feeding.

Who will be today’s victim? We’ll find out soon enough.

Jim Weber is the founder and former CEO of the college sports website LostLettermen.com, which he sold in 2015. He previously worked at ESPN the Magazine, NBCSports.com and the CBS Sports Network. Follow him on Twitter at @JimMWeber.

About Jim Weber

Jim Weber is the founder of College Sports Only. He has worked at CBS Sports, NBC Sports and ESPN the Magazine and is the founder of a previous college sports website, Lost Lettermen (R.I.P.).

View all posts by Jim Weber