Role Models and Athlete Expression at the Youth Olympic Games as Impactful Sport Communication Practices

Abstract

This study investigated athlete expressions and the impact that Olympian (OLY) role models have on athletes participating at the Youth Olympic Games (YOG), with a focus on the YOG educational program. The YOG educational program was created in 2010 and has not yet garnered extensive scholarly examination. Therefore, the aim of the current investigation was to develop an understanding of the impact that OLY role models have on YOG athletes and the communicative practices young athletes use to express themselves. This study used a mixed methodology (i.e., survey and interviews) and drew on three theories (i.e., social learning theory, role model theory, and communicative theory of expression) to better understand the aforementioned impact of OLY role models on YOG athletes. An examination of the communicative expression practices of OLY role models, through the mixed methodological approach, produced novel findings pertaining to YOG athlete perceptions of the structure and benefit of the educational program.