Date of Award
Spring 4-29-2022
Document Type
Honors Project
Degree Name
Bachelor of Arts
Department
Communication and Digital Studies
Department Chair or Program Director
Rao, Anand
First Advisor
Rao, Anand
Second Advisor
Goldman, Adria
Major or Concentration
Communication and Digital Studies
Abstract
The Name, Image and Likeness Agreement has opened hundreds of doors for college athletics to make money based on their "likeness" and not their performance on the field. This new agreement levels the playing field for all athletes in college. Through a content analysis this paper will take a look at how the NIL is being discussed in various media channels such as TikTok and how this agreement is affecting the student athlete experience. Not every athlete is striking mega deals, but with this agreement everyone from Junior college to Division 1 has the opportunity to make money through avenues such as social media. While current athletes are the ones profiting, alumni, branding coaches and universities are all jumping in on the issue. As there are many unknowns about the rules of NIL, this paper will bring light to how those in power writing the rules are navigating these gray areas.
Recommended Citation
Smith, Scott, "The NIL Agreement and Social Media: A Content Analysis" (2022). Student Research Submissions. 485.
https://scholar.umw.edu/student_research/485
Rights
Included in
Communication Technology and New Media Commons, Social Influence and Political Communication Commons, Social Media Commons, Sports Management Commons