Abstract
In recent years, college athletic communication departments have been tasked with more messaging related to race and diversity. This research used semi-structured interviews to understand the message creation practices of Division I athletic communication departments when generating diversity and social justice messaging. The research was examined within the context of the theory of racialized organizations. Interviews were conducted with 11 athletic communication staff members at Division I universities. Five themes were constructed related to diversity and social justice messaging of athletic communication departments at Division I universities. These are (a) a White world, (b) need to represent collegiate athletes, (c) leadership sets the tone, (d) importance of diversity, and (e) following the crowd. The findings indicated that when it comes to diversity and social justice messaging, athletic communication departments are reactive, often following trends and the initiative of others. Additionally, data indicated that there is a need for more diversity within athletic communication departments, as interviewees described being a part of a mostly White department and that racial makeup can impact messaging.
Recommended Citation
Cassilo, David
(2025)
"Examining Diversity Messaging Practices of Division I Athletic College Sports Communicators,"
Journal of Issues in Intercollegiate Athletics: Vol. 18:
Iss.
1, Article 30.
DOI: https://doi.org/10.51221/sc.jiia.2025.18.1.30
Available at:
https://scholarcommons.sc.edu/jiia/vol18/iss1/30