Defense Date

7-21-2025

Document Type

Thesis

Degree Type

Master of Arts

Degree Name

Composition, Rhetoric, and Digital Media

First Advisor

Mario D'Agostino

Second Advisor

Eric Mason

Third Advisor

Juliette Kitchens

Keywords

Christian identity, Name Image and Likeness (NIL), Faith-based marketing, Authenticity, Commodification, Rhetorical theory, Multimodal branding, Athlete influence, Servant leadership, Digital storytelling

Abstract

This project, “Christian Identity and Commercialization: A Rhetorical Case Study of Faith-Based NIL Branding in College Athletics," explores the intersection of faith, personal branding, and commercialization in the era of Name, Image, and Likeness (NIL) in collegiate athletics, with a specific focus on Christian student-athletes. Since the NCAA's 2021 policy change allowing athletes to profit from NIL, student-athletes have been thrust into a complex landscape of sponsorships, digital branding, and entrepreneurial identity. While this shift offers unprecedented opportunities, it also presents ethical and spiritual dilemmas, particularly for Christian athletes seeking to integrate their faith into their public and commercial presence without compromising authenticity. Through a qualitative, multiple-case study approach supplemented by rhetorical and multimodal analysis, this study examines how two high-profile athletes—Paige Bueckers and Oscar Tshiebwe—strategically align their NIL engagements with their Christian values. Drawing from rhetorical theory (Burke’s identification), communication ethics (Peters), multimodal composition, and faith-based marketing literature, this project shows how these athletes construct spiritually coherent brand narratives, resist commodification, and foster community engagement through public testimony and service-driven endorsements.

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