Athletics as a Driver for Youth Empowerment and Social Change: The Supporting Role of Media in Promoting Development and Peace

Abstract

Athletics has long served as a powerful tool for youth empowerment and social change, fostering not only physical and mental well-being but also promoting peace and social cohesion in divided communities. This paper explores the transformative role of athletics in driving youth development and strengthening social bonds, focusing on how structured sports programs have contributed to conflict resolution, social inclusion, and leadership development among young people. Furthermore, it examines the critical yet often overlooked role of media in amplifying these positive outcomes. By analyzing case studies and empirical evidence, the paper highlights how media coverage, ranging from traditional broadcasts to social media platforms, has shaped public perception of athletics and influenced participation rates among youth. The findings underscore the potential for strategic collaboration between sports organizations and media outlets to enhance the visibility and impact of athletics as a driver for peace and social change. Recommendations are proposed to optimize this partnership, ensuring that media catalyzes promoting the positive values of athletics while encouraging broader youth engagement in sports as a means for social development and peacebuilding.

Received: 20 April 2025 / Accepted: 11 June 2025 / Published: 25 June 2025