By Marianna Kazazi, The Sports Financial Literacy Academy
Undoubtedly, social media has become an integral part of our lives, serving as both a communication method and an influential tool.
Athletes as Relatable role models
Athletes are idolized by their fans due to their on-field performances, but social media makes them relatable personally. This helps athletes gain influence through their platforms, which carries great responsibility.
Sports fans worldwide seek updates on their favourite athletes by following them on social media. Athletes share personal content, such as gym routines, meals, and family life, fostering transparency with their fan base. Through their personal brand development, athletes must act as role models and lead by example.
Leveraging Social Media to Address Societal Issues
The way societal issues are conveyed online has changed drastically. Professional athletes now use social media to communicate their message to a broader audience more personally. For instance, several NBA players wore an ‘‘I can’t breathe’’ t-shirt after Eric Garner’s death in July 2014. This act quickly became a social media sensation as users shared photos of the players. LeBron James, who wore the t-shirt, aimed to express solidarity and raise awareness about police brutality. He shared a picture on Instagram of Michael Brown and Trayvon Martin, African American victims of police violence.
The Power and Responsibility of Athlete influence
While social media can empower athletes to serve as positive role models, it also carries risks. Negative online behaviour can influence fans, especially young ones. Antonio Brown, an NFL wide receiver, is criticized for promoting inappropriate behaviour online. He posts offensive comments, inappropriate content, and engages in online arguments with others.
In conclusion, social media has transformed how athletes are perceived by their fans, enabling them to become influential role models. The personalized content shared online offers a sense of relatability and familiarity that wasn’t possible before. Athletes can raise awareness and address social issues through social media platforms. However, inappropriate online behaviour can set negative examples for fans and the public. Athletes must use their platforms responsibly to promote positive behaviour and be great role models.
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