Athlete activism and social justice in the digital age- Independent Summer Research 2025
By Victoria Jones
Action Beyond Sport: Athlete Activism and Social Justice in the Digital Age was an independent research study I conducted during the summer of 2025. It examined how professional athletes used social media (specifically Instagram) to advocate for social justice, with a focus on the Black Lives Matter movement. While athletes had historically played an important role in movements for racial justice, the rise of digital platforms reshaped how activism was expressed, circulated, and debated in public spaces. This study moved beyond documenting athlete statements to analyze how audiences responded to this activism and how those responses were shaped by race, gender, and sport.
Using a mixed-methods approach, the research analyzed verified Instagram posts from six professional athletes across three sports: Breanna Stewart and Luka Dončić (basketball), Quinn and Omar González (soccer), and Coco Gauff and Novak Djokovic (tennis). These athletes were selected to represent diverse racial backgrounds, genders, and global fan bases. Engagement metrics, including likes, comments, and interactions on comments and replies, were combined with a qualitative thematic analysis of audience responses to identify patterns of support, critique, and backlash. Media narratives surrounding athlete activism were also examined to better understand how public discourse framed athletes’ political expression.
The findings showed that athlete activism on Instagram was both influential and contested. Posts perceived as authentic and personally voiced generated strong emotional and justice-oriented support, particularly when athletes’ lived experiences aligned closely with the cause. In contrast, some posts attracted criticism focused on messaging strategies, such as hashtag use, rather than opposition to the movement itself. Audience reception varied notably across athletes: Coco Gauff’s post received overwhelming expressions of emotional support and solidarity, while responses to Novak Djokovic’s post reflected global political tensions and nationalist reframing of the movement. Breanna Stewart and Quinn received strong affirmation alongside smaller pockets of backlash, reflecting ongoing gendered and ideological challenges faced by athletes who engaged in activism.
Overall, the study positioned professional athletes as influential opinion leaders whose social media platforms extended far beyond sport. Instagram functioned as a contested space where issues of race, justice, and responsibility were negotiated in real time. In the context of Black History Month, this research highlighted how contemporary athlete activism continued a long tradition of Black resistance and advocacy, while also revealing the evolving expectations placed on athletes to speak out, act responsibly, and contribute meaningfully to social change in the digital age.