ANALYSIS OF SOCIAL MOVEMENTS BY ATHLETES: STUDY ON BLACK EQUALITY AND JUSTICE CAMPAIGN BY LEBRON JAMES

This study aims to analyze the social movement advocating for civil rights and against racism, initiated by the prominent basketball athlete, LeBron James, in the United States. Social movements, as a form
of collective behavior, have been a subject of significant academic inquiry since the early 20th century. Typically, research on social movements concentrates on the contextual antecedents of the issue and the motivational drivers of the involved actors. This research endeavors to delve deeper into the characteristics of the social movement spearheaded by LeBron James, focusing specifically on the struggle for the civil rights of Black individuals. A review of existing literature reveals a paucity of studies concerning social movements constructed or executed by athletes, particularly those designated as
among the world's wealthiest, thereby underscoring the novelty and relevance of this investigation. Employing a qualitative methodological approach, this study utilizes data derived from rigorously selected and specific previous literature. The findings indicate, firstly, that this movement is characterized by the articulation of a collective identity, forging a strong connection between the athlete and the issues and populations whose rights are being championed. Secondly, the movement demonstrates the capacity for development andsustainability, attributable to factors such as solidarity and commitment fostered among its participants.