Athlete–Student–Influencer: How the Introduction of Name, Image, and Likeness in Intercollegiate Athletics Further Complicates Applications of Role Theory
Document Type
Article
Publication Date
3-22-2023
School
Marketing
Abstract
The revered tradition of amateurism has transformed due to legal and legislative challenges initiated by the name, image, and likeness landscape. In contrast to the traditional National Collegiate Athletic Association model, college athletes have now gained the opportunity to benefit financially from their notoriety by adopting an influencer role. The purpose of this manuscript was to explore the conceptual and theoretical shifts resulting from the introduction of the influencer role, considering the existing literature on athlete–student role theory. By achieving harmony between the athlete, student, and influencer roles, athletes should produce the most significant gains in each area, including academic performance, athletic achievement, and monetary benefit. However, greater psychological and sociological consequences may emerge for athletes if the influencer role further complicates the conflict between their athlete and student roles.
Publication Title
Sociology of Sport Journal
Volume
41
Issue
1
First Page
90
Last Page
98
Recommended Citation
Fridley, A.,
Springer, D.,
Stokowski, S.,
Anderson, A.
(2023). Athlete–Student–Influencer: How the Introduction of Name, Image, and Likeness in Intercollegiate Athletics Further Complicates Applications of Role Theory. Sociology of Sport Journal, 41(1), 90-98.
Available at: https://aquila.usm.edu/fac_pubs/21629