Dae Hee Kwak

An increasing number of athletes are speaking out on different social issues. There is also a growing acceptance and expectations of athletes utilizing their influence to push for social change. In recent years, some athletes have started disclosing their mental illness and raising awareness of mental health. This study investigates Twitter user data on Naomi Osaka’s withdrawal from the French Open due to her mental health concerns, as well as examines how different Twitter sources or handles (e.g., athlete vs. news media) further shape public responses. Both thematic analysis and sentiment analysis were conducted on Twitter data to identify emergent themes and audience sentiment towards the case. Findings reveal growing positive reception of athletes’ mental health disclosures, athletes’ behavior as a form of advocacy, and utilization of social media to amplify activism efforts. The results also extend the athlete activism literature by showing how message sources shape public reactions differently. Findings provide implications for athletes and relevant stakeholders to effectively navigate through the situation by creating and delivering messages to their target audiences.