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How do cultural norms, ideologies, and beliefs shape public opinion and media framing of race-based athletic activism? This paper uses media coverage of and commentary on the 1968 American ‘revolt of the Black athlete’ to explicate the deep cultural structures that help explain both support and opposition. The paper begins with a brief, schematic overview of the proposal for a Black Olympic boycott that was the centrepiece of 1968 organising and how it was reported by sports journalists and in the mainstream media. The second section identifies the reasons American reporters were, on the whole, so opposed to the proposed boycott: the inherent lack of support for the athletes’ racial change agenda and the far-more-familiar arguments that sports were not the proper venue for activism. The third section argues that a whole constellation of cultural norms and beliefs—about sport culture, colour-blind visions of racial justice, and liberal democratic ideals about politics and social change—coalesced to make race-based sport protest appear both unnecessary and inappropriate. The conclusion summarises the implications for understanding both public reception of and media responses to contemporary, race-based athletic activism as well as for tracking institutional changes and cultural shifts unfolding in the Black Lives Matter era.

What media coverage of the 1968 Olympic protests reveals about the deep structure of attitudes about athletic activism in the United States