I develop and test theory pertaining to media organizations’ reactions to corporate sociopolitical activism, which refers to a firm’s public demonstration of support for or opposition to a partisan social issue. The premise of my core arguments is that media organizations make strategic decisions to maintain political biases in order to attract and retain a target audience. These news outlets are thus searching for stories to tell that reinforce this bias—and corporate sociopolitical activism provides these opportunities to media organizations. Building on this premise, I develop arguments about firm involvement in sociopolitical activism, media organizations’ reactions to sociopolitical activism, and the downstream effects thereof. I test my theory using matched sampling, econometrics, and deep learning-based natural language processing techniques on novel datasets of media organizations and corporate sociopolitical acts.