A Site to Resist and Persist — Key Points for Exam Review

Introduction

• Sport management's uniqueness is often debated regarding product, fans, and stakeholders, with less focus on cultural influence and social justice.

• Authors propose sport is unique as a site for coaches/athletes to resist and persist through activism, shaping cultural discourse and societal change.

• Celebrity status of sport actors facilitates activism, its effectiveness depending on context, credibility, and audience.

Sport as a Site for Activism and Resistance

• Sport actors have historically engaged in activism to disrupt the status quo and voice marginalized groups

• Waves of athlete activism:

  • Wave 1: 1900-1945 – seeking legitimacy via athletic excellence.

  • Wave 2: 1946-1960s – seeking political access and positional diversity.

  • Wave 3: 1960s-1970s – demanding dignity and respect.

  • Wave 4: 2005 onward – leveraging economic/technological capital.

• Activism can drive organizational, institutional, and social changes; it's deeply embedded in sport.

Celebrity and Activism

• Sport celebrities emerge from sport's cultural relevance and media reach, serving as role models.

• Celebrity status allows for activism/resistance, potentially influencing fans.

• Proposition 1: Celebrity athletes/coaches are likely to engage in activism.

• Proposition 2: Activism by celebrity athletes/coaches is positively associated with societal change.

Moderators of Celebrity Activism

• These factors shape when and how activism leads to change, as the relationship isn't always causal.

3.2.1 Demographics

• Individuals from under-represented groups may engage more in activism due to lived experiences.

• Proposition 3: Demographics moderate the celebrity-activism link; under-represented groups are more likely to engage.

3.2.2 Contextual Factors

• Supportive environments foster activism; hostile ones suppress it.

• Proposition 4: Context moderates the link; supportive environments increase activism likelihood.

3.2.3 Social Justice Orientation

• Personal values (empathy, fairness, equity) influence activism propensity.

• Proposition 5: Stronger social justice orientation increases activism likelihood.

3.2.4 Source Credibility

• Credibility (attractiveness, trustworthiness, expertise) affects message persuasiveness.

• Proposition 6: Source credibility moderates activism’s societal influence; credible senders are more effective.

3.2.5 Demographics of the Message Receiver

• Receiver's demographics affect receptivity; under-represented receivers are more receptive.

• Proposition 7: Receiver demographics moderate the link; under-represented receivers show greater message effectiveness.

3.2.6 Sport Involvement

• Highly involved fans may be more persuaded by activist messages.

• Proposition 8: Sport involvement moderates the activism–influence link; highly involved recipients are more influenced.

Discussion and Implications

• Sport offers a unique channel for social justice advocacy, with celebrity athletes influencing broader attitudes.

• The model highlights conditions for activism effectiveness, stressing various moderators.

• Practical implications: leagues can facilitate activism; credibility and storytelling are key; athlete activism can connect with fans and advance social justice.

Future Directions and Limitations

• Calls for testing the model globally and comparing celebrity-based activism with grassroots initiatives.

• Encourages insights from athletes engaged in activism.

Key Terms (brief definitions)

• Activism: actions disrupting hegemonic structures, voicing disadvantaged groups.

• Resistance: challenging status quo, seeking changes to social/power arrangements.

• Celebrity sport actors: athletes/coaches whose public prominence enables outreach and influence.

• Institutional entrepreneurship: actors leveraging resources to transform institutions.

• Moderators: variables influencing the strength or direction of a relationship.