While many have been lining up to criticize Dana White's views of the media and interpreted his use of the word "promote" as "Hey media, help sell my product," my latest piece at Heavy.com offers an alternate definition to the word causing all the uproar:

Personally, I have a sneaky suspicion that Dana White was gunning for something more along the lines of this secondary definition of the word when he vulgarly wondered why Jake Rossen was busy detracting from White’s thoughts on the future instead of promoting UFC 108:

promote (verb): further the progress of; support or encourage.

Yes, the media needs to be critical of Dana White and offer their opinions on the news. But on a basic level, White's frustration is understandable to me:

In addition to asking the tough questions people want answered, part of the job of the media certainly includes sharing our expert opinions on the biggest stories with the general public.

But as the people in a position to communicate news and views on the sport we all love to the masses, doesn’t working to further the progress of Mixed Martial Arts make more sense that putting together 500 words on why MMA will never be the biggest sport in the world?

We can be critical and still promote the sport.

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