Sports | November 9th, 2024
Navigating the pressure: how social media scrutiny affects college athletes
By: Edward J. Robinson
When LSU basketball star Angel Reese made a “you can’t see me” hand gesture toward her opponent, Caitlin Clark, during the 2023 NCAA championship, the moment instantly ignited controversy. Social media exploded with differing reactions; some celebrated her boldness, while others condemned her for “unsportsmanlike” behavior. For Reese, this viral moment highlighted that college athletes are constantly monitored, judged and held to standards that transcend the game.
Today, social media isn’t just a tool for athletes to connect with fans; it’s essential for building personal brands. Many college athletes aiming for professional careers recognize that online promotion can open doors for endorsements and sponsorships.
However, as Florida A&M University starting quarterback Daniel Richardson explains, “It has a good influence and a bad influence…you still represent yourself, your family, and whatever organization you’re part of.”
The Constant Stress of the Digital Spotlight
The emotional burden of living under this digital spotlight is significant.
Athletes face immense stress, knowing that even a single misstep could lead to a flood of criticism or harassment. This constant pressure to perform both in games and online can be overwhelming, affecting their mental health and ability to focus on sports and academics.
Cole Forney, FAMU’s Director of Strength and Conditioning, noted that social media scrutiny can impose mental strain on athletes.
“Social media can have a negative and positive impact depending on how student-athletes utilize it. If they’re constantly making comparisons, it’s easy to see that negative impact,” Forney said.
Research from Illinois State University’s Jessica Brougham underscores the mental health impact of social media on student-athletes, who often experience heightened anxiety, depression, and stress.
Stephanie Salazar, outreach and education manager at the University of Michigan’s Depression Center, has highlighted the importance of mental health resources for these athletes.
“As more athletes speak out, it gives others permission to ask for help and normalizes mental health as part of the conversation,” Salazar noted.
The Financial Stakes: NIL and Brand Building
The rise of name, image and likeness (NIL) legislation has enabled athletes to profit from their brands, but it has also raised the stakes. Now, endorsement deals are often linked to athletes’ online personas. However, athletes at the center of controversy risk losing sponsorships; brands avoid figures whose reputations could harm their image. Maintaining a positive online presence is crucial, as athletes’ social media posts are closely scrutinized by potential sponsors.
As a student-athlete with an active social media presence, Daniel Richardson continues to emphasize this sentiment.
Daniel Richardson, FAMU’s starting quarterback, on and off the field. Courtesy: FAMU Athletics (left) and Realwordsapparel (right)
“Especially young athletes… use social media as a positive outlet, for outreach and networking… Once it’s up, it’s up. There ain’t no coming back,” he said.
Balancing Authenticity with Public Expectation
One of the greatest challenges athletes face is balancing authenticity with the expectations of followers.
College athletes, who are at an age where they are still developing their identities, feel pressure to present an image that pleases fans, coaches and sponsors. Fans often demand raw, unfiltered access to athletes, creating tension between presenting an idealized self and staying true to who they are.
The “you can’t see me” gesture made by Reese, for example, was authentic to her competitive spirit but also brought the burden of public judgment. Female athletes, particularly women of color, often face a double standard when it comes to expressing themselves in the public eye. While male athletes may be praised for their confidence, women like Reese face backlash for similar displays of competitiveness.
A New Era for College Athletes
In this era of NIL and social media dominance, college athletes are tasked with more than just excelling in their sport. They are expected to be polished public figures, brand ambassadors and social media personalities – all while still growing as individuals and maintaining high academics. Forney believes athletic departments play a crucial role in advocating for educating athletes on social media’s potential pitfalls and encouraging responsible use to maintain a “clean and good” image.
With the right support systems, athletes can thrive in this environment, using social media to empower themselves and shape their own narratives. However, the pressures they face must be acknowledged, especially as these young individuals navigate a digital world where they’re expected to be both stars and role models.
Equipping athletes with the knowledge and tools to manage social media carefully is essential for helping them build successful careers and maintain their mental health.
