Fan Perception of Professional Sports as a Social Justice Platform
Open Access
Author:
Trach, Nina
Area of Honors:
Advertising/Public Relations
Degree:
Bachelor of Arts
Document Type:
Thesis
Thesis Supervisors:
John R Affleck, Thesis Supervisor Colleen Connolly-Ahern, Thesis Honors Advisor
Keywords:
Social Justice Professional Sports Social Responsibility Gen Z
Abstract:
Through in-depth interviews with Gen Z (age 18-23) sports fans, this study aims to identify sentiments toward the involvement of professional sports leagues in social justice initiatives. Insights from the diverse participant pool identify how fans view the incorporation of social justice causes into athletic organizations’ social responsibility efforts. This study argues that Gen Z fans expect to see professional sports organizations exercise activism that goes beyond social media, to player-driven initiatives and transparency regarding organizations' work, if those groups are to effectively utilize their platform for social justice. The identified key themes, pulled from interviews using content analysis, serve to inform professional sports organizations how their utilization, or lack thereof, of their platform for social justice impacts Gen Z’s intent to continue interacting as fans. They also prove relevant for social justice organizers advocating for professional sports leagues to support and amplify their cause. The research contextualizes and updates the long-term discussion of sports as a social justice platform for contemporary times.