In:
Journal of Sport and Social Issues, SAGE Publications, Vol. 41, No. 5 ( 2017-10), p. 425-444
Abstract:
As one of the world’s most recognizable athletes, Cleveland Cavaliers superstar LeBron James is emblematic of the modern athlete-activist; as such, it is important to understand how the media frame him in the context of a controversial issue. In recent years, he has used it to quietly support the Black Lives Matter movement. In 2014, 12-year-old Tamir Rice was killed by police on a Cleveland playground, just miles from where the Cavaliers play and just north of James’s hometown of Akron. James declined to comment on the case, and a Twitter campaign—#NoJusticeNoLeBron—attempted to force his hand. This article examines the role of James as an athlete-activist, identifying four frames embedded in content around James and the Black Lives Matter movement: Brand LeBron; Established Voice, Higher Expectations; Attention, Not Aggression; and Community Versus Protest. We found James is cautious and deliberate in his activism, moderating a message of consideration rather than revolution, contextualized by his brand and ambitions.
Type of Medium:
Online Resource
ISSN:
0193-7235
,
1552-7638
DOI:
10.1177/0193723517719665
Language:
English
Publisher:
SAGE Publications
Publication Date:
2017
detail.hit.zdb_id:
2011525-8
SSG:
31
