This study aimed to critically evaluate the impact of athlete-led social media activism, in fostering social change and addressing relevant social issues, within a sporting context. Exploring the existing literature evidenced, that athlete activism is an ever-growing aspect of sports politics, with more athletes leveraging their social media platforms to fight for public discourse. In the digital age, social media plays a significant role in furthering the reach of athlete’s messages and acting as a voice for marginalised groups within society. The occurrence of athletes as role models, also has dramatic impacts on fostering social change, as they take advantage of their influential status to drive policy change, as well as by motivating other athletes to take inspiration from their campaigns and emulate their example. Identities, additionally, are of considerable importance, as athletes leverage their social identities to relate to and advocate for social causes. As well as enabling the general public and sports fans to identify and connect to the campaign’s message, therefore aiding in fostering societal development.
This study involved the collection of qualitative primary research data, through a series of focus group discussions. The two focus group interviews consisted of six sports fans in one group and six non-sport fans in the other group, with photo elicitation and case study analysis being implemented, to gain further comprehensive perspectives on the research topic. This collection of data enabled thematic analysis to occur, highlighting the key recurring themes and providing data to understand the factors influencing athlete activism.
The results alluded to several similarities and differences between the two groups. Overall, both groups discussed the significance of social media in amplifying marginalised voices, mobilising mass engagement, reaching wide audiences and applying pressure on Government policies. Participants believed identity is crucial in pushing forward an athlete-led activism campaign, as they can resonate with the athlete and the cause. Role modelling is effective in encouraging support from individuals, adding credibility and inspiring other athletes to emulate their efforts.
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