Sport in the Age of Trump: An Analysis of Donald Trump’s Tweets

in International Journal of Sport Communication
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  • 1 University of Louisville
  • | 2 University of Guelph
  • | 3 Texas Tech University
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The purpose of this study was to investigate how Donald Trump used Twitter to position sport within the greater sociopolitical landscape. An inductive analysis of Trump’s sport-related tweets revealed four themes including (a) sport as self-promotion, (b) sport as fandom, (c) sport as battleground, and (d) sport as American identity. This study found that Trump positioned sport as a status symbol. In doing so, he leveraged his power, wealth, and connections to the industry to belittle and champion sport entities. Trump simultaneously leveraged Twitter to display how sport relationships can further one’s business ventures and build a personal brand. In addition, Trump’s discourse shifted sport away from fulfilling a central role in society, as a beacon where social inequities can be critiqued and perhaps elevated into the public consciousness.

Frederick is with Sport Administration, University of Louisville, Louisville, KY, USA. Pegoraro is with Sport Management, University of Guelph, Guelph, ON, Canada. Sanderson is with Sport Management, Texas Tech University, Lubbock, TX, USA.

Frederick (elfred03@louisville.edu) is corresponding author.
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