Abstract
This article explores how sports coaches’ identity and social relations are shaped within the context of new policy initiatives in sport. It focuses particularly on South Korea’s ongoing sports reforms wherein sports coaches feel stigmatized and disgraced. Informed by classic and contemporary sociological understandings of stigma and relying both on documents and narratives from 29 individuals, our qualitative analysis reveals that Korean coaches’ stigma is discrediting, prior-known, and power-laden. By viewing stigmatization as a social process constructed both “symbolically” and “structurally,” this article extends Goffman’s analysis to argue that coaches’ stigmatization is rooted in the social, institutional, and political power around sports reforms that forge stigmatizing attitudes and beliefs across society by offering ready-made scripts for both the stigmatized and the “normals.”