Hegemony and the National Collegiate Athletic Association: A Critical Discourse Analysis of National Collegiate Athletic Association Resources Concerning Name, Image, and Likeness

When athletes gained rights from the National Collegiate Athletic Association (NCAA) to monetize their name, image, and likeness (NIL), the NCAA’s historic hegemony over college sports was challenged. However, given the recency of NIL, there is minimal research on how the NCAA communicated NIL changes to its members during this time. Through the lens of hegemony theory, this research explored how the NCAA communicated its hegemony and its loss of power via its distribution of NIL resources (N = 48). Critical discourse analysis demonstrated the NCAA and its leaders predominantly employed ideological influence in their communications to members and athletes to follow NIL guidelines. This influence centered around appeals to fairness and amateurism. The NCAA also tried to use coercion to force compliance. Finally, with an increasing trend toward decentralization, the NCAA relinquished hegemony in communications that shifted control to member institutions and by requesting federal involvement.