Sneakerheads for Trump: information flows in the online news media

Purpose This paper explores information flows in the news media amid ideological polarization, focusing on challenges and opportunities. The case study of Donald Trump’s sneaker line unveiling examines how news agencies navigate objectivity in reporting politically sensitive topics online. It also explores the balance news supply chains must strike between expediency, objectivity and differentiation for diverse audiences. Design/methodology/approach The study conducts qualitative and quantitative content analysis on mainstream media coverage of Donald Trump’s sneaker unveiling. Meticulous coding and inductive approaches systematically review news stories to uncover trends and variations. Incorporating media bias ratings provides context on potential framing biases. This rigorous methodology aims to locate emergent themes in how news outlets interpret and report on politically charged events, offering reliable insights into the dynamics of reporting on contentious narratives. Findings The analysis reveals polarized reactions to Trump’s sneaker unveiling, reflecting societal divisions. Aesthetics underscore manipulative political messaging and ethical dilemmas. Varying press reception mirrors broader tensions across online news media. Coverage suggests a link between media bias and sentiment toward Trump. Theoretical insights explore dynamic capabilities and social identity theory. The study offers practical implications for navigating ideological framing and audience engagement, benefiting news media supply chain professionals. Originality/value This paper provides novel insights into online news supply chains, revealing complexities in reporting politically charged events. It contributes theoretical perspectives on dynamic capabilities and social identity theory and offers practical implications for managing ideological framing in online news media, adding significantly to existing knowledge. Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-04-2024-0241