Abstract
Research question: Social media in sport management contexts is increasingly used to highlight social issues in sport and to advocate for change, such as expanding the opportunities for women to participate. The purpose of this study is to examine how and why people strategically used various Twitter conventions to advocate for women's cycling during the 2013 (men's) Tour de France. We draw on Feminist Critical Discourse Analysis to frame our exploration and analysis of the issue.Research methods: We analyzed the text of approximately 6000 tweets to examine the use of Twitter conventions, as discursive practices, in digital activism efforts to advance the women's cycling agenda.Findings and discussion: People used links, retweets, hashtags, direct mentions, and influencers' posts as individual discursive practices and for their collective potential to draw attention to, and advocate for, women's pro-cycling in the context of the 100th iteration of the men's Tour de France. We discuss why this was an important process in the context of women's cycling, and some of the impacts, ten years later, of this Twitter activity.Implications: Twitter conventions can be a useful digital activism tool for feminist agendas in sport. We are cautious of overstating this case as each cause will have different contexts, and the ability of trolls and other users to derail activism is ever present.