Document Type
Conference Proceeding
Conference Track
Sport Marketing
Publication Date
2010
Abstract
The purpose of this study was to develop an understanding of the social dynamics surrounding a Historically Black College and University and its local community. The following research questions helped guide this study. What is the perception of South University’s athletic program in the local community? And What is the Community's relationship with South University Three focus group interviews were conducted, each with seven participants as well as semi-structured interviews. It became clear through the course of focus groups and individual interviews that the sociological nature of the relationship between South University and its local community was institutionalized along racial dividing lines. This study illuminates three themes that emerged through data collection and analysis: (1) Black Only, (2) Lip Service, and (3) No Tradition. These three themes emerged through data analysis and tell a specific story related to both the institution and the community.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Satterfield, James W., "A Fighting Chance: The Struggle of a Historically Black College Athletic Program" (2010). Association of Marketing Theory and Practice Proceedings 2010. 14.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2010/14
