Analyzing the Voice of Recipients of CSR Activities from #NBATogether Campaign: Analyzing Twitter Posts and Comments through Critical Discourse Analysis Lens

This study aimed to analyze the voice of recipients professional sports teams’ corporate social responsibility (CSR) activities. Fairclough’s critical discourse analysis (CDA) was adopted and analyzed 275 tweets from every NBA team that included #NBATogether hashtag March 20th April 20<sup>th</sup>, 2020. Results suggested public mostly complied with discourses created by teams, but challenging were constantly in comments. provided possible reasons support these findings. First, conceptual background CDA is justify creation different Second, characteristic backgrounds users following media mentioned as a cause complying dominant Third, research also highlighted how should not be panacea for delivering CSR discourse, which brings up necessity traditional considered all have internet access. Finally, importance analyzing public’s emphasize benefits both teams communities.