Society & Culture
The players staged a social media master class in advancing their cause and gaining wide support.
On March 15, 2017, players on the U.S. women’s hockey team unleashed a torrent of tweets announcing a boycott of the world championships to protest funding inequalities between the men’s and women’s program. What rolled out over the next two weeks was a master class in how to execute a social media strategy to advance your cause, according to a University of Alberta analysis.
“They were fighting for equity in terms of their treatment but equality in the general sense of the hockey world in that they should be getting paid a living wage,” said Noah Underwood, a master’s student in the Faculty of Kinesiology, Sport, and Recreation who completed the project as the recipient of the Roger S Smith Undergraduate Research Award.
And though fair pay was a big consideration in negotiations, Underwood said the players were also fighting for...