Full Description
This book takes a close look at social media in sport and considers its significance for sport business and for the wider relationship between sport and society.
Presenting new research, case studies and data, it examines the way people use social media, the changing art of managing social media platforms, and the theory and concepts that inform research on this important topic. Featuring the work of leading sport researchers from around the world, the book presents evidence-based analysis of contemporary topics including fan engagement, athlete activism, branding and sponsorship strategies, sportswashing, public relations and crisis communication. It presents case studies from sports and events such as the Olympic Games, the WNBA, professional football leagues, and Peloton, and across social media platforms including TikTok, Twitter and Instagram.
This is essential reading for anybody with an interest in sport media, sport business, the sociology of sport, digital business, or new media studies.
Contents
Part I: Introduction 1. The Evolving Landscape of Social Media Management: Navigating Changes in Usage and Platform Dynamics Part II: Socio-Cultural Aspects of Sport and Social Media 2. Fandom and Activism: Experimenting with Memetic Communication Appeals About Human Rights Issues During the 2022 Winter Olympic Games 3. 'Voiceless Entertainers'? Sports Fans' Views on Athlete Activism in the United States 4. Twittersphere, Sports, and the Creation of an (Activist) Community: #Morethananathlete 5. Crisis, Social Media, and Large Sporting Events: Approaches, Insights, and an Emerging Direction Part III: Business Aspects of Sport and Social Media 6. Investigating Football Fan Engagement Through Instagram: Love, Laughter, and Loyalty 7. Visual Social Media Usage and Human Branding Approaches by Peloton Instructors 8. Poor Nations Sponsoring Wealthy Sport Clubs: Place Branding or Sportswashing? Part IV: Theoretical and Conceptual Aspects of Sport and Social Media 9. Toward a Full Embrace of Goffman's Dramaturgy within Self-Presentation Analyses 10. Sport Public Relations: An Evolution from Media Relations to Digital Image Management Through Co-Creational Strategy
