USER’S PERCEPTIONS OF SOCIAL MEDIA COVERAGE OF SPORTS ACTIVITIES
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USER’S PERCEPTIONS OF SOCIAL MEDIA COVERAGE OF SPORTS ACTIVITIES
Chapter one
Introduction
1.1 Background of the Study
Rapid technical improvements during the last decade have increased the extent, size, and penetration of social media’s reach. Faster Internet bandwidth, widely available portable devices, massive digital data storage capacities, and worldwide interconnection have all accelerated the growth and extension of social media.
Over the last decade, a variety of platforms (e.g., Facebook, Twitter, YouTube, SnapChat, Weibo, TikTok) have emerged that are utilised by various entities (e.g., individuals, groups, businesses, governments) for a variety of purposes (e.g., sport, education, politics, social movement, health, and so on).
During this time, the social media platforms themselves evolved. These platforms, whether they serve as simple mediums for information exchange and staying in touch with people or venues for live streaming events, provide a place for influencers to endorse products
news stories to break, sponsored ads to appear in our newsfeeds, and photo editing to take place (tasks that are no longer reserved for professionals). The online environment has changed how many entities create, share, and consume information (Abeza, G. 2019).
Previous research has focused on the complex link between sports and media coverage. Sports events and activities are undeniably popular in today’s society. Olympics, NBA, and other sports games are now broadcast on daily newspapers, internet, television, and even social media.
The media has a far-reaching impact on more than just sportsmen and sports teams; it also affects fans and the corporate sector. Given the impact of sports and the portrayal of media coverage on sports, the purpose of this study is to examine the roles of media in sports, the methodological development of media coverage on sports, the negative and positive effects of media on sports and society, and the implications of previous research studies.
Readers can gain a better understanding of the difficult balance between sports and media coverage by examining recent instances and research journal findings.
It is well known that media acts as a source of entertainment for the general population, allowing people to enjoy the excitement of sporting events regardless of where they are. (Marwat, Waseem, Khattak, Abbas, and Bi Bi, 2014).
Furthermore, the media serves as a conduit for various sports information and a means of shaping audiences’ perspectives towards gender roles and gender relations. For example, the media divides between sports appropriate for men and women based on the idea of hegemonic masculinity. (Persen, 2003).
Furthermore, Marwat et al. (2014) observed that famous athletes frequently serve as role models in society, which explains why excellent players such as Kobe Bryant are commonly adored by young children who desire to emulate his basketball skills.
Furthermore, the depiction of great athletes in the media allows people to learn about countries outside of the field. Some examples include Swiss tennis player Roger Federer, Brazilian soccer player Neymar, Jamaican sprinter Usain Bolt, and Taiwanese female golfer Yani Tseng.
Taking economics into account, media helps publicise important sporting events and promote the sports industry, which is seen as a developing business in the marketing world. (Beck and Bosshart, 2003).
In truth, sports sponsorship and ownership of live transmission rights to big sporting events such as the Olympic Games generate significant cash for media companies. (Beck and Bosshart, 2003).
On the one hand, the media benefits by reporting on sporting events; on the other, the media introduces new audiences to the world of sports. In this way, media and sports are inextricably linked.
Media coverage of sporting events also creates a common topic for people interested in sports to join the conversation and adds some excitement (e.g., when your favourite team wins the championship) to our mundane lives (Beck & Bosshart, 2003).
Based on this background, the researcher wishes to analyse users’ impressions of social media coverage of sporting events: A case study of Facebook.
Statement of the Problem
Martin (2012) examines the relationship between social media usage and sports brand loyalty using the social identification theory, which states that one identifies with individuals in the same social group as “us.”
The availability of players’ personal information on social media platforms such as Facebook contributes to the development of connections and interpersonal relationships with fans.
The study concluded that socialising with fans on social media by reacting to comments and offering more information about teams might build fan loyalty and increase a sense of belonging (Martin, 2012).
Furthermore, supporters recognise athletes as human brands and express their support by ‘liking’ or ‘following’ their favourite teams and players on Facebook.
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