Examining the role of social media, employee voice, and the National Football League’s organizational response to NFL athlete racial justice protests

IF 2.7 Q1 COMMUNICATION

Public Relations Inquiry Pub Date : 2022-03-25 DOI:10.1177/2046147X221081174

Natalie Brown-Devlin

引用次数: 4

Abstract

During Summer 2020, the murder of George Floyd sparked worldwide protests for racial justice, as collective voices insisted that organizations express a commitment to racial equity. Following a disappointing response from the National Football League (NFL), NFL social media employees and prominent athletes released a video on their own demanding organizational action and a statement from NFL Commissioner Roger Goodell. Utilizing stakeholder theory and literature on employee voicing, this manuscript analyzes this collective voicing from NFL internal stakeholders, arguing that social media has prompted an initial, small movement toward increased democratization in sport, as athletes have realized the power afforded to them by their vast, social networks to activate the external stakeholders who follow them (i.e., fans) and sway organizational decision-making. Implications for public relations practitioners and crisis communication scholarship are proffered.

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研究社交媒体、员工声音和国家橄榄球联盟组织对NFL运动员种族正义抗议的反应

2020年夏天，乔治·弗洛伊德(George Floyd)被谋杀引发了全球范围内要求种族正义的抗议活动，集体的声音坚持要求各组织表达对种族平等的承诺。在美国国家橄榄球联盟(NFL)做出令人失望的回应后，NFL社交媒体员工和著名运动员发布了一段视频，要求组织采取行动，并要求NFL总裁罗杰·古德尔发表声明。利用利益相关者理论和关于员工发声的文献，本文分析了来自NFL内部利益相关者的集体发声，认为社交媒体已经促使了一场最初的、小规模的运动，朝着体育民主化的方向发展，因为运动员已经意识到他们庞大的社交网络赋予他们的力量，可以激活追随他们的外部利益相关者(即球迷)，并影响组织决策。对公共关系从业者和危机传播学者的启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Public Relations Inquiry COMMUNICATION-

CiteScore

4.10

自引率

11.10%

发文量

期刊介绍： Public Relations Inquiry is an international, peer-reviewed journal for conceptual, reflexive and critical discussion on public relations, supporting debates on new ways of thinking about public relations in social, cultural and political contexts, in order to improve understanding of its work and effects beyond the purely organisational realm. We interpret public relations in a broad sense, recognising the influence of public relations practices on the many forms of contemporary strategic, promotional communication initiated by organisations, institutions and individuals. The practice of public relations arises at points of societal and organisational change and transformation, affecting many aspects of political, economic, social and cultural life. Reflecting this, we aim to mobilize research that speaks to a scholars in diverse fields and welcome submissions from any area that speak to the purpose of the journal, including (but not only) public relations, organizational communication, media and journalism studies, cultural studies, anthropology, political communication, sociology, organizational studies, development communication, migration studies, visual communication, management and marketing, digital media and data studies. We actively seek contributions that can extend the range of perspectives used to understand public relations, its role in societal change and continuity, and its impact on cultural and political life. We particularly welcome multi-disciplinary debate about the communication practices that shape major human concerns, including: globalisation, politics, and public relations in international communication migration, refugees, displaced populations terrorism, public diplomacy public and corporate governance diversity and cultural impacts of PR the natural and built environments Communication, space and place The development and practices of major industries such as health, food, sport, tourism, technology.