This study examined the prevalence, content, and tone of front page intercollegiate athletic coverage within daily sampling of five major newspapers during the 2011 calendar year through a theoretical lens of framing as a theory of media effects. Analysis reveals broad media presentation of an industry characterized by lavish spending and widespread corruption in football and men's basketball with roughly 98% of the college sport-coverage word count devoted to men's sport with 73.7% covering football and 23.8% covering men's basketball with dominant emergent themes including financial exorbitance, scandal, athlete compensation, conference realignment, conflict between athletics & the academy, athlete entitlement, athlete discipline problems, coach power, and hyper-competitiveness.