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Activism and social mobilization in sport: analysis of the actions of racing driver Lewis Hamilton through his Instagram profile

Grant number: 21/06186-5
Support Opportunities:Scholarships in Brazil - Scientific Initiation
Effective date (Start): November 01, 2021
Effective date (End): October 31, 2022
Field of knowledge:Applied Social Sciences - Communications - Public Relations and Propaganda
Principal Investigator:Tarcisio Torres Silva
Grantee:Frederico Battaglini Girnos
Host Institution: Faculdade de Publicidade e Propaganda. Pontifícia Universidade Católica de Campinas (PUC-CAMP). Campinas , SP, Brazil


This project aims to understand how the political-social actions of influential athletes worldwide contribute to the engagement, mobilization, and visibility of the causes they defend. Therefore, a bibliographical review will be carried out to help understand the meaning of activism in sport and its connection with contemporary social movements. Then, due to his symbolic relevance and international insertion, the biography of British Formula 1 racing driver Lewis Hamilton will be analyzed, highlighting his trajectory, achievements, and difficulties. We will specifically look at the behavior of his Instagram account in order to analyze the content posted and the type of engagement provoked by followers. Due to the growing demand from various strata of society for more plural and inclusive spaces, we understand that the field of sport is also open for athletes to express their positions, even though challenges and barriers remain to be overcome among those who decide to position themselves.(AU)

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