The Influence of Professional Athletes' Social Media Use on Policy Changes in Sports

Ruoxi Luan

doi:10.54691/pj8kgz93

Authors

Ruoxi Luan

DOI:

https://doi.org/10.54691/pj8kgz93

Keywords:

Professional Athletes, Social Media, Sports Policy, Activism, Gender, Fan Engagement.

Abstract

In the digital age, professional athletes increasingly utilize social media platforms to engage with the public, advocate for social causes, and shape their personal brands. This study explores how such activities contribute to policy change in the sports sector. Employing a qualitative methodology, it integrates case studies, semi-structured interviews, and content analysis to examine athlete-driven activism on platforms such as Twitter, Instagram, and TikTok. The findings indicate that social media enables athletes to amplify their voices, influence public discourse, and mobilize fan support, which can pressure sports organizations to reconsider and reform policies. However, the extent of this influence varies based on cultural context, gender dynamics, and levels of audience engagement. The research also identifies key gaps in current literature, particularly regarding the long-term effects of social media activism and its impact across diverse cultural settings. This study contributes to a deeper understanding of athletes as agents of social and policy change in the digital era.

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