Exercising Power: A Critical Examination of National Collegiate Athletic Association Discourse Related to Name, Image, and Likeness

Although name, image, and likeness policy officially changed on July 1, 2021, actions leading up to this policy modification provide insight into the desires and perspectives of the National Collegiate Athletic Association (NCAA). Feeling pressure from individual states and federal legislators, the NCAA engaged in discussion regarding name, image, and likeness in Fall of 2019. In response to newly introduced name, image, and likeness policy changes, the NCAA listed their official statements on the Taking Actions: Name, Image and Likeness webpage. These statements (n =10) were analyzed using critical discourse analysis methodology underpinned with a Foucaultian perspective. Using critical discourse analysis, we extrapolated three overarching themes related to power dynamics: (a) Establishing Control While Undercutting Oppositional Power, (b) Power Shifts Away from NCAA, and (c) Power Reinforcement. We conclude by discussing the importance of examining discourse within organizations and implications for policy and practice.

Automated summary

Although officially changed in July 2021, the actions leading up to the modification of name, image, and likeness policy provide insight into the desires and perspectives of the NCAA. Under pressure from individual states and federal legislators, the NCAA engaged in discussions regarding this policy in 2019. Their official statements were analyzed using critical discourse analysis methodology, revealing three overarching themes related to power dynamics.