Defining and Addressing the Intersection of Sports, Media, and Social Activism

Athletes have used their sports platforms and the elevated statuses of fame to share their political views and seek change for centuries. However, our society is now at a time in which athlete activism seems to be at its peak due to constant societal shifts and the quick, widespread dissemination of news through various forms of media. This study sought to answer one primary question: When can athletes share their views about racial equality and social justice? For Americans, the “when” in which athletes can speak up is often a divisive issue. This study analyzed how major sports leagues and collegiate sports are or are not engaging in the conversation of race relations, police brutality, and social injustice in the United States. Along with analyzing the sports leagues’ social and racial justice efforts, two surveys were conducted: one general survey and one for professionals working within athletics. Through close-ended and open-ended questions, the survey respondents were able to share their views regarding athletes speaking up for racial equality and social justice. The results showed that the majority of survey respondents did support athletes’ rights to speak out against racial inequities and social injustices; however, they also showed that the majority of these respondents did not support athletes sharing these views during sporting events. The research portion of the project was followed by a hypothetical public relations campaign. The campaign, named “C Us Speak”, was designed for the Boston Celtics basketball team as a way to promote racial equality and social justice while also showing the Celtics’ commitment to these principles