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This chapter investigates how the Black Girl Hockey Club (BGHC) strategically harnessed Twitter (now X) to foster digital activism, build community, and launch the #getuncomfortable campaign, an anti-racist initiative aimed at transforming hockey culture. The utilization of Twitonomy and Leximancer analytics, reveals how BGHC’s Twitter activity—comprised largely of retweets and racial justice-oriented content, helped mobilize over 30,000 followers globally and expanded the organization’s reach. The chapter intertwines content analysis with qualitative interviews, showing how digital engagement translated into offline action, emotional connection, and heightened political consciousness. BGHC’s #getuncomfortable campaign, centred on education, leadership, and employment, served as a powerful entry point for individuals and institutions to pledge anti-racist action, drawing notable support from NHL figures like Kyle Dubas. The chapter critiques the platform’s algorithmic biases and addresses the limitations of online activism while emphasizing the significance of BGHC’s Black feminist leadership in navigating these tensions. It concludes that BGHC’s digital presence, driven by intentional content, racial representation, and intersectional solidarity, established new pathways for resistance, visibility, and racial equity in sport.

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Creating Cultures of Resistance—Twitter Analytics and the #getuncomfortable Campaign

  • 章节

  • 发表日期：

    2026年

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  • Sabrina Razack

摘要

This chapter investigates how the Black Girl Hockey Club (BGHC) strategically harnessed Twitter (now X) to foster digital activism, build community, and launch the #getuncomfortable campaign, an anti-racist initiative aimed at transforming hockey culture. The utilization of Twitonomy and Leximancer analytics, reveals how BGHC’s Twitter activity—comprised largely of retweets and racial justice-oriented content, helped mobilize over 30,000 followers globally and expanded the organization’s reach. The chapter intertwines content analysis with qualitative interviews, showing how digital engagement translated into offline action, emotional connection, and heightened political consciousness. BGHC’s #getuncomfortable campaign, centred on education, leadership, and employment, served as a powerful entry point for individuals and institutions to pledge anti-racist action, drawing notable support from NHL figures like Kyle Dubas. The chapter critiques the platform’s algorithmic biases and addresses the limitations of online activism while emphasizing the significance of BGHC’s Black feminist leadership in navigating these tensions. It concludes that BGHC’s digital presence, driven by intentional content, racial representation, and intersectional solidarity, established new pathways for resistance, visibility, and racial equity in sport.