In the past two years, six National Football League players have died by suicide. Investigations into most of the deaths revealed that the players suffered from brain damage likely caused by repeated concussions. As is the case with many health issues, tragedy often precedes action; the suicides of these high profile football stars have catalyzed action on concussion policy and practice, as well as opened up the conversation about the overall mental health of athletes. This thesis joins the conversation around mental health and athletes, specifically Canadian varsity football players. Mental health problems and illnesses are presented as especially common, affecting about 1 in 5 Canadians. That is not to underestimate the severity of mental illnesses, which can deteriorate an individual’s quality of life, significantly impact friends and family and, in the most severe cases, also lead to death by suicide. That said, this thesis adopts a theoretical perspective that focuses on the promotion and protection of good mental health. This thesis is primarily concerned with investigating the social, political, and external factors that negatively impact how football players conceptualize mental health and mental illness, and also the recommended behaviour to seek professional help if needed. The growing body of research concerning the negative impact of mental illness stigma is compelling and leaves no doubt that stigma is a significant barrier to recovery. This thesis explores the stigma process as well as its social function in groups. Next, it investigates how the already powerful stigma around mental illness is further exacerbated by gender and more specifically, how traditional masculine ideology (i.e. men should be strong and powerful) conflicts with stereotypical beliefs about mentally ill people (i.e. weak and/or incompetent). Gender and health are further linked in terms of behaviour. In other words, rejecting health behaviours becomes a strategy some men utilize to project their masculinity, paradoxically contributing to the creation or worsening of many health problems. A health behaviour that is explored in detail is psychological help-seeking, and the psychosocial processes of help-seeking, which are also mainly regulated by masculinity. An overview of the most common mental health problems and illnesses found in male varsity athletes is provided. All of the above components are then applied to the unique context of varsity football players. The thesis draws on the literature as well as qualitative interview data that explores the experiences of 8 varsity football players at the University of Ottawa. Regarding mental health promotion, the findings show that football players may require adapted communication approaches. To that end, the thesis transitions into an early-stage health communication plan supported by the literature and the primary data. The plan proposes overall outcomes, short term/intermediate objectives, a communication strategy, and a tactical approach. Next, a web-based health resource is suggested as a primary communication vehicle and is outlined in detail. The plan then suggests potential partnerships for extending the strategic communication plan’s reach and credibility. This is followed by suggestions for evaluating both the short term/intermediate objectives as well as the strategic communication plan’s overall impact. This thesis concludes with a chapter exploring the contributions lifted from the eight qualitative interviews, as well as suggested directions for research, policy and practice.

In the past two years, six National Football League players have died by suicide. Investigations into most of the deaths revealed that the players suffered from brain damage likely caused by repeated concussions. As is the case with many health issues, tragedy often precedes action; the suicides of these high profile football stars have catalyzed action on concussion policy and practice, as well as opened up the conversation about the overall mental health of athletes. This thesis joins the conversation around mental health and athletes, specifically Canadian varsity football players. Mental health problems and illnesses are presented as especially common, affecting about 1 in 5 Canadians. That is not to underestimate the severity of mental illnesses, which can deteriorate an individual’s quality of life, significantly impact friends and family and, in the most severe cases, also lead to death by suicide. That said, this thesis adopts a theoretical perspective that focuses on the promotion and protection of good mental health. This thesis is primarily concerned with investigating the social, political, and external factors that negatively impact how football players conceptualize mental health and mental illness, and also the recommended behaviour to seek professional help if needed. The growing body of research concerning the negative impact of mental illness stigma is compelling and leaves no doubt that stigma is a significant barrier to recovery. This thesis explores the stigma process as well as its social function in groups. Next, it investigates how the already powerful stigma around mental illness is further exacerbated by gender and more specifically, how traditional masculine ideology (i.e. men should be strong and powerful) conflicts with stereotypical beliefs about mentally ill people (i.e. weak and/or incompetent). Gender and health are further linked in terms of behaviour. In other words, rejecting health behaviours becomes a strategy some men utilize to project their masculinity, paradoxically contributing to the creation or worsening of many health problems. A health behaviour that is explored in detail is psychological help-seeking, and the psychosocial processes of help-seeking, which are also mainly regulated by masculinity. An overview of the most common mental health problems and illnesses found in male varsity athletes is provided. All of the above components are then applied to the unique context of varsity football players. The thesis draws on the literature as well as qualitative interview data that explores the experiences of 8 varsity football players at the University of Ottawa. Regarding mental health promotion, the findings show that football players may require adapted communication approaches. To that end, the thesis transitions into an early-stage health communication plan supported by the literature and the primary data. The plan proposes overall outcomes, short term/intermediate objectives, a communication strategy, and a tactical approach. Next, a web-based health resource is suggested as a primary communication vehicle and is outlined in detail. The plan then suggests potential partnerships for extending the strategic communication plan’s reach and credibility. This is followed by suggestions for evaluating both the short term/intermediate objectives as well as the strategic communication plan’s overall impact. This thesis concludes with a chapter exploring the contributions lifted from the eight qualitative interviews, as well as suggested directions for research, policy and practice.

El presente trabajo de investigación busca analizar la gestión de la comunicación corporativa en tiempos de pandemia por la COVID-19. Para ello, se recopiló información del Centro Cultural Continental a través de un seguimiento minucioso en su única red social, fanpage, entrevistas a expertos en gestión cultural del ámbito local, nacional e internacional y a los seguidores del CCC. Como resultado del análisis presentamos una propuesta de plan estratégico de comunicación para ser aplicado en el CCC. Poniendo énfasis, como maestrantes a DIRCOM, el tratamiento adecuado de la comunicación y alineada a los objetivos estratégicos de la empresa. La propuesta busca corregir las falencias identificadas en el manejo de la comunicación del CCC. El documento será presentado para su análisis y uso con el anhelo de que sea implementado y aporte a la mejora de la gestión de la comunicación que redunde en la notoriedad del CCC, impactando positivamente en la imagen.   Concluimos que el plan estratégico de comunicación permite preparar escenarios que faciliten el desenvolvimiento de esta área cultural de manera óptima ante situaciones de crisis de gran magnitud. / This research work seeks to analyze the management of corporate communication in times of a COVID-19 pandemic. To do this, information was collected from the Continental Cultural Center through a meticulous follow-up on its only social network, fanpage, interviews with experts in cultural management at the local, national and international levels and with the followers of the CCC. As a result of the analysis, we present a proposal for a strategic communication plan to be applied in the CCC. Emphasizing, as future DIRCOM, the proper treatment of communication and aligned with the strategic objectives of the company. The proposal seeks to correct the flaws identified in the CCC's communication management. The document will be presented for analysis and use with the hope that it will be implemented and contribute to the improvement of communication management that results in the notoriety of the CCC, positively impacting the image. We conclude that the strategic communication plan allows to prepare scenarios that facilitate the development of this cultural area in an optimal way in the face of large-scale crisis situations. / Trabajo de investigación