Steve Cofield explains what's what in the above video:
We're in the eye of the storm right now when it comes to the fallout from Dana White's Ultimate Fight Night 18 video blog that included a rant about a female blogger and a gay slur. Things have calmed down but that's only because the MMA media/blogs whacked away at the topic for roughly two weeks and it's been replaced by a new set of hot issues. But that doesn't mean the mainstream media or casual MMA media have had their complete say on the matter. ESPN's E:60 will have a feature on the whole vlog episode on May 12. And now Deadspin and Sports Illustrated writer Jon Wertheim, folks who cover the sport from a distance, have laid the smack down on White and his impact on the future of the UFC (0:47 mark).
I am personally undecided on the issue of whether White is the right or even best choice for the de facto leader of MMA and the business face of the sport if we are to take mainstream ascendency seriously. Unequivocally, I do not believe the current attitude of trying to shakedown reporters with boorish tirades in videos designed to curry favor for his personal decisions is even remotely in keeping with the requirements necessary for development. But I also recognize White's near peerless enthusiasm for his company and the sport he should be largely credited with building is hard to reproduce. My hope is that some sort of reconciliation can be achieved where White realizes he cannot reshape the mainstream to appreciate his antics and sports in the manner of his choosing, but with some tweaks and adjustments enough change can be made to the UFC (or MMA in general) to make it more palatable.
What you should note, however, is how drastically different traditional or even just presently established sports media view White. Not only do we have the above comments, but when I interviewed David Samuels of The Atlantic he referred to White as "a hype man". That characterization is at odds with the idea that he's in any real position of power (something I find hard to accept), but whether real or imagined: White's persona and management style is viewed by many in the journalism community as antithetical to the necessities of mainstream ascendency.