Abstract
The purpose of this study was to develop an understanding of the social dynamics surrounding a Historically Black College and University athletic department and its local community. Three focus group interviews were conducted, each with seven participants as well as semi-structured interviews. 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.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2011.020101
Publication Date
4-2011
Recommended Citation
Satterfield, James (2011). A Fighting chance: The struggle of a historically black college athletic program. Journal of Applied Marketing Theory, 2(1), 1-9. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol2/iss1/1
Supplemental DOI list