Presentation Abstract

Student's Name: Da'Jaun Banks '27

Co-registrant Names:

Type of Presentation: Research Presentation: One or more registrants presenting research

Presentation Title: "Framing the Protest: Media Narratives and the Public Perception of Athlete Activism"

Abstract:

This analysis addresses the influence of media coverage on public perceptions of athlete activism. The study looks at how news and sports networks cover activist athletes and how their choice of words, tone, and overall framing affect how viewers react. A review of activism is talked about in the media by looking at reports from major sports networks. There was a lot of focus on how Colin Kaepernick was covered as a major example of modern athlete protest. The main themes that came up from David Steele after looking at the data were Supportive vs. Critical Framing, Political Division in Sports Coverage, and Concerns About Brand and Reputation. The results indicate that the way the media frames things has a big effect on how fans see activist athletes and how businesses and teams act in the public eye. The study results in that comprehending media influence is essential for future sports management professionals engaged in athlete marketing, media relations, and communication during crises.

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