Classification of Philanthropic Activities Conducted by Elite Athletes: A Content Analysis of News Coverage in Japan

Abstract

In Japan, philanthropic activities conducted by elite athletes play important roles in community development and disaster relief. Many athletes have engaged in these activities, such as giving lectures about sports and making site visits. However, little effort has been made to examine the nature of athletes' charitable activities that focus on society and community. Therefore, the purpose of this study was to explore the forms of philanthropic activities conducted by elite athletes. The units of analysis for this study were stories reported in Japanese nationwide newspapers. The articles' collection period ranged from January 1st, 2010 to December 31st, 2019. Articles containing philanthropic activities conducted by elite athletes were searched for, using keywords including "athlete and philanthropy," "sport player and philanthropy," and "sport and philanthropy." Following the procedure described above, 498 articles were obtained. Based on the content analysis, we found 9 forms of activities that athletes have implemented to contribute to society and community-based causes. Athletes conducted a broad range of philanthropic activities; both tangible and intangible activities were identified. The results from this study indicate that the popularity of athletes can help society and community-based causes through philanthropic activities, such as conducting monetary and non-monetary donations, providing psychological support, and attracting public attention towards society and community-based issues. In summary, this study has provided initial insights into philanthropic activities conducted by elite athletes in Japan.