“To Build a More Just Society”: Women’s National Basketball Association Teams’ Uses of Social Media for Advocacy
Author URLs
Document Type
Article
Publication Date
6-13-2023
Subject: LCSH
Sports for women, Social advocacy, Social justice
Disciplines
Sports Management
Abstract
Sports brands and properties are using social media platforms to take a stand on controversial social issues. This paper draws on the concept of corporate social advocacy to examine how Women’s National Basketball Association (WNBA) teams used their social media platforms to communicate about social issues during the 2021 season. We conducted a thematic and semantic analysis of advocacy-related tweets to examine the communicative actions and salient issues across the teams’ accounts. WNBA teams posted about racial justice, women’s empowerment, and LGBTQ+ rights, which represent a shift in the WNBA’s discursive promotional strategies. The findings of the study indicate that WNBA teams’ use of social media to take a stand on social issues aligns with, and extends, conceptualizations of corporate social advocacy. Further, social media advocacy provides insight into the sociocultural significance and the economic viability of women’s sport.
DOI
10.1123/wspaj.2023-0012
Repository Citation
Antunovic, D., Pegoraro, A., Mumcu, C., Soltis, K., Lough, N., Lebel, K., & LaVoi, N. M. (2023). “To Build a More Just Society”: Women’s National Basketball Association Teams’ Uses of Social Media for Advocacy. Women in Sport and Physical Activity Journal, 31(2), 119-128. Retrieved Oct 2, 2025, from https://doi.org/10.1123/wspaj.2023-0012
Publisher Citation
Antunovic, D., Pegoraro, A., Mumcu, C., Soltis, K., Lough, N., Lebel, K., & LaVoi, N. M. (2023). “To Build a More Just Society”: Women’s National Basketball Association Teams’ Uses of Social Media for Advocacy. Women in Sport and Physical Activity Journal, 31(2), 119-128. Retrieved Oct 2, 2025, from https://doi.org/10.1123/wspaj.2023-0012