Not All Those Who Wander Are White: The Role of Identity and Brand Partnerships on Social Media within the Movement of Diversifying Outdoor Recreation

Undergraduate Honors Thesis

Citations

Citeable URL: https://scholar.colorado.edu/concern/undergraduate_honors_theses/cj82k876h

Abstract

Outdoor recreation has a fundamental lack of diversity among its participants. This has been an issue for a long time, however, has failed to be addressed by outdoor brands and organizations. Activists are working to change this issue by changing public opinion by sharing their experiences online. This leads to the question: how does the role of identity and brand partnerships affect social media activism in this space and how do people react to it? To study this, a textual analysis was conducted analyzing the Instagram accounts of activists on the issue. By analyzing through an intersectional lens, this study evaluated the way the activists spoke about their identities, compared brand partnerships, and looked at comments on their posts. It found that the role of identity creates a better understanding of the necessity of the movement, that brand partnerships are most impactful when they are authentic to the activists’ mission, and that the activists have an important role in creating spaces for others to discuss the issue. These findings are critical to informing the next steps for those in the outdoor industry and affirm the importance of the work being done by activists on this issue.

Creator