Understanding Polarized Reactions to Sport CSR and Sustainability Communication on Social Media Through Dialogic Openness

Dialogic openness suggests that organizations should employ an agonistic approach to conversation, discussion, and listening when communicating with activist groups. This study applies this theoretical premise to corporate social responsibility communication in motorsport, specifically Formula 1, which has been increasingly communicating about sustainable initiatives on social media. Through quantitative content analysis, we analyzed 820 responses to 10 CSR-related tweets during the 2021 season. We found that reactions to the messages were mostly critical, from both the left and right political perspectives. More liberal viewpoints indicated that Formula 1 should do more to address sustainability, while more conservative viewpoints complained that Formula 1 should “stick to sports” and stop engaging in social issues. Both sides showed high levels of skepticism for the intentions behind the messages. Based on our findings, we suggest that sport organizations should use principles of dialogic openness foster deliberative communication around sustainability in sport.