Sports Communication Commons^™

Doping And The Discourse Of Crisis: A Communication Case Study Of Paul Pogba, Emmanuel Karikari

All Graduate Theses, Dissertations, and Other Capstone Projects

This study examines crisis communication in elite sports through the case of Paul Pogba’s doping scandal. The study addressed the existing crisis communication frameworks, which primarily focus on strategic messaging and reputation management while giving limited attention to identity and audience interpretation. As a Black Muslim athlete and global sports celebrity, Pogba’s case provides an opportunity to explore how crisis communication, identity, and audience responses interact in contemporary digital media environments.

A qualitative case study design was employed. Data consisted of public statements, interviews, media reports, and audience responses on X/Twitter collected across different stages of the crisis. Public texts …