Exkluderingsmekanismer som kommunikativ utmaning

Sammanfattning: This study aims, in the light of societal emphasis on diversity and equality, to con-tribute with a greater understanding of subcultures of consumption and the extreme sport of freeskiing. The sports discursive mechanisms of inclusion and exclusion are examined in order to identify opportunities for organizations to strategically communicate to a broader target group. By adopting a receiver perspective, a netnographic observation is conducted of the online freeskiing community Newschoolers, whereupon the material is categorized and contextualized by relevant theories and concepts within social science and strategic communication. The empirical data is further analyzed using a critical discourse analysis. The analysis shows how the sports legitimacy promotes inclusion and exclusion of the sport's members through skill requirements while practitioners of high legitimacy can be excluded because of antisocial behaviour. Furthermore, exclusion of women and minorities are found through member’s actions and language. The findings also present communicative guidelines that suggest representative communication that portray women and minorities in a professional context, without projecting their personal attributes. Finally, the study shows the importance of under-standing subcultures of consumption in order to establish effective communication to reach a broader target group without losing the existing one.