Sports media play a crucial role in shaping public discourse, influencing narratives, and determining the visibility of social issues within both the sports industry and wider society. From investigative sports journalism uncovering injustices to strategic communication efforts by athletes, teams, and brands, the role of media in shaping social impact requires critical exploration. Moreover, audiences actively engage with, interpret, and respond to these narratives, shaping the effectiveness and reach of various movements in sports media. Additionally, sports journalism can take on an interventionist role, with journalists advocating for social issues, giving voice to marginalized groups, and driving conversations on equity and justice. Activism within sports communication, whether led by athletes, media professionals, or fans, continues to be a significant factor in addressing societal challenges. Beyond journalism, various forms of engagement—including fan mobilization, community-driven initiatives, and participatory media practices—are shaping the broader landscape of social influence in sports communication.
The Conference of the ECREA TWG “Communication and Sport”, hosted by the Institute of Communication and Media Research at the German Sport University in Cologne, on November 13-15, 2025 (Get Together, Nov 13; Academic Program Nov 14 and 15) invites scholars (not necessarily only from Europe) to submit abstracts that investigate the relationship between sports communication and its broader societal influence. It aims to foster interdisciplinary discussions that deepen our understanding of how journalism, digital platforms, strategic communication, audience reception, engagement, activism, and advocacy intersect with social impact in sports communication.
The conference will feature one online panel that will allow participation of a select number of researchers who are unable to travel to Cologne.
Submissions may address, but are not limited to, the following themes:
- Sports Media:
- The role of sports journalism in shaping social change
- The interventionist and activist role of sports journalists
- Media framing of social issues and activism in sports
- Intersectionality and diversity in media portrayals of athletes and social issues
- Regulation and censorship in sports media
- Sports Actors:
- The role of sociopolitical issues in athletes’ self-presentation
- Strategic communication in socially responsible and activist sports initiatives
- Corporate media and its stance to social activism in sports
- Athletes’ employment of different media channels for activist purposes
- Sports actors’ responses to online hate
- Social media’s influence on activism and public engagement in sports
- Sports Audiences:
- Fan engagement, mobilization, and advocacy through media platforms
- Audience expectations and perceptions of activism in sports communication
- Community engagement and grassroots movements in sports media
- Case studies of sports media’s impact on social discourse and activism
