维奥思社We Are Social：2024勇敢面对反弹：体育品牌如何在社交媒体上表明立场研究报告（中译版）（33页）.pdf

1、How sports brands can take a stand on socialEuro 2020OlympicsJune 21DateEngland Racism ControversyLauren Hubbard Controversy525%increase60%increaseJuly 21August 21September 21CONTENTSSection 10 STRATEGIES TO COMBAT HATE AROUND GENDER&SEXUAL IDENTITY AT THE PARIS GAMES AND BEYONDSection 3 LOOKING AHE

2、AD TO EURO 2024 AND RACISMSection 11 ADAPTING THREE-STEP GUIDANCE FOR BRAND COMMUNITY MANAGEMENT ACROSS SENSITIVE ISSUESSection 4 HOW HAS RACIAL DISCRIMINATION CHANGED IN THE PAST FEW YEARSSection 12 CHEAT SHEETSection 5 WHAT WE EXPECT TO SEE CHANGE AT EURO 2024Section 13 WHAT THE PLATFORMS SAY WHEN

3、 IT COMES TO CONTENT MODERATIONSection 14 ABOUT WE ARE SOCIAL SPORTSection 6 HOW BRANDS CAN ADDRESS RACIAL ABUSE AT EURO 2024 AND BEYONDSection 7 ANTICIPATING DISCRIMINATION ON GENDER&SEXUAL IDENTITY AT THE PARIS GAMESSection 9 WHAT WE EXPECT TO SEE CHANGE AT THE PARIS OLYMPICS/PARALYMPICSSection 2

4、WHY WE HAVE WRITTEN THIS REPORT AND CHOSEN THESE SUBJECTSSection 8 EVOLUTION OF DISCOURSE ON GENDER&SEXUAL IDENTITY IN RECENT YEARSSection 1 WHAT IS INCLUDED IN THIS REPORT 2How sports brands can take a stand on socialWHAT IS INCLUDED IN THIS REPORT?A focus on how sports brands can tackle online hat

5、e when it manifests in the form of racial discrimination,or discrimination around gender&sexual identitySection 1When we created our original Braving the Backlash report back in 2018,hate on social media was a growing problem.Since then,it has only grown and mutated further,making it increasingly di

6、fficult for brands to stand up to hate online.Marginalised communities often feel attacked and unsupported by brands who are quick to include them in advertising campaigns,but ignore the abuse they receive online.Often,this is because brands dont know how to support affected communities and fear the