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Show me a story: narrative, image, and audience engagement on sports network Instagram accounts
Abstract
Social media is a growing space for interpersonal and masspersonal communication, and the shared image that often accompanies these messages has become a factor in increasing audience engagement. This study seeks to understand what types of images generate more engagement from social media audiences. A group of communication scholars argue that narrative is the most basic form of human communication and therefore messages with strong narrative themes more easily connect the message from the communicator to the audience. This study performed a content analysis of nearly 2000 images shared by Sports Networks on Instagram. Operating under Kress and van Leeuwen’s (Kress, G. R., & van Leeuwen, L. T. (2006). Reading images: The grammar of visual design. London: Routledge) methodology for determining a narrative in an image, the study found that images that contained narrative or metacommunicative messages (Bateson, G. (1951). Information and codification: A philosophical approach. Communication: The Social Matrix of Psychiatry, 168–211) resulted in greater interest and engagement by audiences through the manifestation of likes and comments. The study offers a methodology for organizations seeking greater engagement from social media audiences.
... Following the line of research reviewed above and other previous work (e.g., Romney and Johnson 2020;Tafesse and Wien 2018), the current study conceptualizes engagement as an expression of consumers' affective and cognitive attitudes, which can be operationalized by brands as a measure of their performance, notably via widely accepted and adopted social media engagement metrics (e.g., Lee, Hosanagar, and Nair 2018;Pentina, Guilloux, and Micu 2018). Such an operationalization emphasizes the accumulation of observable behaviors via particular actionable functions afforded by social media, such as the amount of 'liking' , retweeting/sharing, and/or commenting on posts embedded in brand fan pages on Facebook (e.g., Tafesse and Wien 2018), Twitter (e.g., Araujo, Neijens, and Vliegenthart 2015), and Instagram (e.g., Argyris et al. 2020;Romney and Johnson 2020). ...
... Following the line of research reviewed above and other previous work (e.g., Romney and Johnson 2020;Tafesse and Wien 2018), the current study conceptualizes engagement as an expression of consumers' affective and cognitive attitudes, which can be operationalized by brands as a measure of their performance, notably via widely accepted and adopted social media engagement metrics (e.g., Lee, Hosanagar, and Nair 2018;Pentina, Guilloux, and Micu 2018). Such an operationalization emphasizes the accumulation of observable behaviors via particular actionable functions afforded by social media, such as the amount of 'liking' , retweeting/sharing, and/or commenting on posts embedded in brand fan pages on Facebook (e.g., Tafesse and Wien 2018), Twitter (e.g., Araujo, Neijens, and Vliegenthart 2015), and Instagram (e.g., Argyris et al. 2020;Romney and Johnson 2020). Some studies have also gauged impact by calculating 'relative engagement' (Kamiński, Szymańska, and Nowak 2021, p. 124), i.e., by relating engagement metrics to account owners' numbers of followers, to create a 'likes'-to-followers ratio (de Vries 2019) or retweets-to-followers ratio (Kamiński, Szymańska, and Nowak 2021). ...
... Such effects may be moderated by industry categories (e.g., Soboleva et al. 2017); but because viewing videos takes more time and cognitive effort than processing still images, it has been convincingly argued that people are discouraged from engaging with video messages (Luarn, Lin, and Chiu 2015). With this in mind, we ask: Looking beyond this photo vs. video divide, other visual aspects can shape consumer-brand engagement on Instagram (e.g., Argyris et al. 2020;Romney and Johnson 2020). Posts with photos showing human faces, for instance, have been found to be more effective at fostering user engagement on Instagram than those with photos of other subjects (e.g., Bakhshi, Shamma, and Gilbert 2014). ...
Brands increasingly use social media to engage with consumers as part of their marketing efforts. This study analyzes the Instagram strategies used by three global outdoor-sports brands and their respective effects on consumer-brand engagement, operationalized as the number of ‘likes’ and comments received by posts. Content analysis conducted on Instagram posts from Arc’teryx, Salomon, and Patagonia focused on messages’ textual, visual, and technical attributes. The results indicate that task- and interaction-oriented posts received more ‘likes’ than self-oriented ones. Brand messages that were shorter, included photos and/or ‘cute’ visuals, or mentioned other Instagram users were found to motivate consumer engagement on Instagram. These findings will facilitate social media marketers’ development of effective Instagram branding strategies.
... Similarly, the broad variety of available social media platforms means that such channels are rarely used in isolation with many athletes promoting themselves across Twitter, Facebook, and Instagram, among others (Highfield & Leaver, 2015;Horky et al., 2021;Scolere, 2019). This has prompted many researchers to seek an understanding of how athletes present themselves in photographs (Frederick et al., 2017;Geurin-Eagleman & Burch, 2016;Lebel & Danylchuk, 2012;Romney & Johnson, 2020) as well as text (Frederick et al., 2017;Grimmer & Horky, 2018;Pegoraro, 2010). However, existing research has mostly focused on one platform at a time and has not compared the effects of athletes' self-presentation across multiple platforms with varying logics simultaneously nor has it investigated winter sports. ...
... Lebel and Danylchuk (2014) used Goffman's performance categorization to interpret athletes' self-presentation on Twitter. The borders between backstage and front-stage performance are blurred (Franck & Nüesch, 2012;Horky et al., 2021) and have remained consistent throughout research over the years (Geurin-Eagleman & Burch, 2016;Lebel & Danylchuk, 2012;Pegoraro, 2010;Romney & Johnson, 2020;Su et al., 2020). Social networks mainly focus on self-promotion and the sporting self through accounts and profiles (Finlay, 2018;Toffoletti & Thorpe, 2018) and generally allow controlled impression management (Nezlek & Leary, 2002). ...
... Not only is visual content a fast way to share emotions with online communities (Bayer et al., 2016;Sheppes et al., 2011), but self-esteem can also increase by editing photos in social media (Fox & Vendemia, 2016). Visual content and, thus, self-presentation are deliberately selected by athletes as they can envisage the impact of their photos posted as public figures (Lebel & Danylchuk, 2014;Romney & Johnson, 2020). Recent studies investigating single channels identified the importance of athletes appearing in photos (Fink & Kensicki, 2002). ...
Social media sites are rich communication and marketing tools used by athletes to promote their “brand” and interact with fans. Indeed, the proliferation of social media has led to athletes promoting themselves across multiple platforms. This study examined how the world’s top 10 professional alpine skiing athletes used social media to present themselves and engage with fans during the 2017–18 World Cup and 2018 Winter Olympic Games. The data for the latest Winter Olympic Games in 2022 (organized under changed circumstances because of COVID-19) were not available for this study at the time of finalization. Guided by self-presentation theory, this study used a content analysis to examine how athletes presented themselves in social media photographs. The results demonstrated that athletes employed similar posting patterns across the social media platforms (i.e., Facebook, Twitter, and Instagram). The posting distribution per athlete and channel was different, as some athletes used the same posts across all channels. Twitter boasted the highest posting frequency. Based on the coded social media posts, athletes’ self-presentation mainly focused on business life content. Thus, they appeared as dressed but posed , a finding that aligns with Goffman’s notion of front-stage performance . This case study extends the literature as it involves an analysis of self-presentation across multiple channels, comparing two international events while using a sample of one sport.
... Despite the surge in the consumption and production of visual content on social media, there has been limited research on the role of visuals to enhance engagement with organization-generated social media content. This scarce research has examined how a few aspects of visual content could drive engagement such as visual appeals (Dolan, Conduit, Frethey-Bentham, Fahy, & Goodman, 2019;Rietveld, Van Dolen, Mazloom, & Worring, 2020), visual descriptions (Hwong, Oliver, Van Kranendonk, Sammut, & Seroussi, 2017), narrativity of visuals (Romney & Johnson, 2020), the gaze of the subject, and product salience (Valentini et al., 2018). Studies have also examined genre-specific engagement enhancers with infographics (Amit-Danhi & Shifman, 2020), news articles (Berger & Milkman, 2012), and news videos (Ksiazek, Peer, & Lessard, 2016). ...
... Research that has examined the effect of organization-generated visuals on engagement over social media has found positive effects of visual appeals (Dolan et al., 2019;Rietveld et al., 2020), visual descriptions (Hwong et al., 2017), visual complexity (Lee, Hur, & Watkins, 2018), visual point of view (Hur et al., 2020;Zappavigna, 2016), and narrativity of visuals (Romney & Johnson, 2020) on social media engagement metrics such as views, likes, retweets, comments, and shares across Twitter, Instagram and Facebook. Although not exactly organization-generated content, visual content in influencer marketing has also been found to generate followers' engagement with influencer's and the brand's posts (Argyris et al., 2020). ...
... Visual content that employs narratives also triggered sharing behavior among users. For instance, Instagram messages from sports networks (CBS, ESPN, Fox, NBC) that contained narrative images generated higher user engagement manifested as likes and comments than those that contained conceptual images (Romney & Johnson, 2020). Similarly, tweets that contained visual elements were found to have higher narrativity score, and were liked and shared more than those without (Boscarino, 2020). ...
The ubiquity of social media platforms that increasingly foreground visuals over text has led to a rise in organization-generated visual content. This study addresses an underexamined question about this phenomenon: which characteristics of organization-generated visual content are associated with higher levels of public engagement in social media? Engagement is conceptualized as indicators of first level engagement such as likes and comments that represent affiliation with and support for the organization. Employing a visual social semiotic framework, a randomly selected sample of visuals posted on Instagram and Facebook by four leading airport brands in 2019 (N = 400) was coded for representational, interactive, and compositional meanings. Findings revealed that across platforms narrativity of images, and interactive features of distance and point of view enhanced engagement, while the compositional feature of framing increased engagement on Instagram. Implications of the findings for effective organization-generated visual content on social media are discussed.
... Such "metacommunicative" (Bateson, 1951) images often add layered narratives to photographs or change the context in which an image was originally captured. Recent research has shown that metacommunicative sports images garner statistically significant increases in audience engagement (Romney & Johnson, 2020). Including metacommunicative images would allow researchers to examine whether male and female athletes received equal coverage from the broadcasters' social media accounts. ...
... However, scholarship has shown that media have historically marginalized women's sports at the expense of more coverage of men's sports-including cogendered sporting events like the Olympics (Angelini & Billings, 2010;Billings et al., 2009Billings et al., , 2013Dyrson, 1996;Mishra, 2014). Recent scholarship has indicated that SNs have furthered such stereotypical and gendered coverage on their SMPs and that female photo subjects are less likely to be athletes (Romney & Johnson, 2020). While the official broadcasters of the Olympics will perhaps not be as journalistically focused as those SNs, they have shown patterns of historical inequitable coverage of the Olympic Games. ...
... Neither sex was underrepresentedexcluded-on either NBC's or the CBC's SMPs. Female photo subjects were just as likely to be featured as males, a stark contrast from recent research on the day-to-day news coverage of SNs' SMPs (Romney & Johnson, 2020), in which more than 40% of female photo subjects were nonathletes. ...
The Olympic Games offer scholars the opportunity to better understand how broadcasters visually frame male and female athletes to their large audiences. Traditionally, scholars have focused their efforts on the televised Olympic broadcasts and photojournalism coverage in newspaper and magazines. Scholarship has historically found that female athletes were underrepresented in event coverage and framed along gender stereotypes; however, in more recent Olympic Games, research has shown the news media has provided more equitable coverage between the genders. Yet digital and social media platforms (SMPs) play a significantly larger role in how Olympic broadcasters share content and engage with audiences. Utilizing media framing theory, this study examines how gender is framed on the Olympic Instagram accounts of the two official North American rights holders: the National Broadcasting Corporation (NBC) and the Canadian Broadcasting Corporation (CBC). Researchers collected a cross-sectional sample from the 2016 Summer Games in Rio de Janeiro, Brazil, and the 2018 Winter Games in Pyeongchang, South Korea. Results indicate that NBC and CBC were generally equitable in SMP coverage of men’s and women’s athletic achievements.
... Compared with non-narrative information, narrative demonstrates a higher capacity to diminish message resistance, amplifying the persuasive potential [40]. A content analysis of visual communication effectiveness by Romney and Johnson indicated that narrative visuals encouraged greater engagement in terms of thumbs-up, retweets, and comments [41]. Also, Yang and Sun unearthed that the content exuding humanity, practicality, and interest fostered heightened engagement [42]. ...
... Contrary to previous studies [41], our analysis found that narrative did not significantly influence "wow". One possible explanation is that the authoritative sources dominantly adopted a non-narrative mode during the pandemic. ...
During the COVID-19 pandemic, social media, particularly WeChat Official Accounts, served as important platforms for Chinese universities to share health information, offer insights, and encourage collective actions. This study, grounded in the Elaboration Likelihood Model (ELM), utilized content analysis and regression analysis to examine 996 tweets published on WeChat from major universities. It focused on ideological and political communication, aiming to understand the influence of various factors on university students' media engagement, which was quantified by metrics like "numbers of times read" (NTR) and "wow" of tweets posted on the WeChat Official Accounts. The findings revealed notable differences in media engagement correlating with the content themes of the tweets. Specific factors, such as content originality and vividness, were observed to significantly influence "wow", primarily through the ELM's central pathway. Conversely, the length and tone of tweets' titles appeared to impact NTR through the peripheral pathway. Additionally, the timing of tweet publication was found to have a significant effect on overall engagement. The findings showed that for enhanced engagement, universities could benefit from focusing on consistent content theme and emotional appeal. Consequently, emphasizing content originality, adopting innovative presentation methods, and fostering a community-centric approach to information dissemination could potentially create a more effective and resonant communication environment which could lead the thoughts of youth.
... Studies have found that media coverage of women's sports is inadequate when compared with coverage of men's sports (Johnson et al., 2020(Johnson et al., , 2021Kian et al., 2009;Romney and Johnson, 2020a;Sheffer, 2020;Shifflett and Revelle, 1994). Inadequacies that have been found to range from a disproportionately small amount of media coverage of women's sports compared to men's sports (Adams and Bishop, 2003;Cooky et al., 2013;Romney and Johnson, 2020b;Weber and Carini, 2012) to unrealistic depictions of female athletes that portray them in passive instead of active roles and in overly sexualized images that emphasize their feminine traits rather than their athletic ability (Fink and Kensicki, 2002;Hardin et al., 2002aHardin et al., , 2002bMusto et al., 2017). ...
... Huffman et al. (2004) cited Sniderman et al. (1991) to convey the importance of both "presence and absence" in framing-visibility and invisibility-since powerful meaning can also be conveyed by what does not receive attention from the media (Huffman et al. 2004: 477). A recent analysis of major sports networks' social media accounts discovered that female athletes and athletic achievements were dramatically underrepresented on their social channels (Romney and Johnson, 2020b). More troubling, when female athletes were shown, they were frequently shown alongside male athletes. ...
Studies have found that media coverage of women's sports is inadequate when compared with coverage of men's sports with regards to the amount of coverage as well as the type of coverage across men's and women’s sports. With few exceptions, past research has found inequitable coverage of female and male athletes in every media form studied, from print and television to the internet. Some exceptions to the findings include not-for-profit media, such as the National Collegiate Athletic Association News, and internet-based publications. The current study combined the two media types to determine if athletic departments that are affiliated with the National Collegiate Athletic Association offer more balanced coverage of female and male athletes on their official websites than has been found in past research. The results revealed that although the type of coverage the athletes received was similar, the amount was not. In articles and photographs on National Collegiate Athletic Association athletic department home webpages, females were underrepresented in comparison to their participation rates in collegiate athletics. These webpages from 30 not-for-profit, National Collegiate Athletic Association affiliated institutions, across six conferences, did not lead to the overall balance in coverage that was originally expected. implications for Title IX are discussed.
... Finally, as Instagram posts that contain added metacommunicative elements-added narratives such as heavy filtering, editing, or text-invite more engagement (Romney & Johnson, 2020b), the lack of promotion for women's sports suggests that such content may be more likely to accompany posts about men's athletics. The researchers, therefore, suggest the following hypotheses and research question: H 1 : Images of men's sports will be overrepresented in Instagram posts by NCAA Division I athletic departments' official accounts. ...
... Images were also examined for metacommunicative content, where a narrative is added to an image through heavy editing or added text. Such content has been found to increase the interactivity that sports images receive (Romney & Johnson, 2020b), meaning such additions could indicate an athletic department's extra efforts to promote a sport. Finally, the public level of engagement of each post was recorded through the number of likes and comments. ...
Under the federally mandated Title IX, NCAA athletic departments are directed to offer balanced promotional and informational coverage between men’s and women’s sports. This study examines how gender is represented in photographs on the Instagram accounts of prominent NCAA athletic departments. Findings indicate mixed results: female athletes, when showcased, receive similar promotional efforts to their male peers; their athleticism is highlighted; and fan engagement metrics are as high as male sports. However, female athletic achievements are overwhelmingly underrepresented, suggesting equality is still deficient.
... In recent years, sports blogs, social networks that promote interactive communication, photo sharing through different forums and social networks, YouTube videos, etc. and in particular, on Instagram, there is a latent trend on physical exercise, healthy living, and sports activities, which are broadcast as images or video [10][11][12][13]. This trend has created a certain type of profile in the social network of amateurs or specialists who promote healthy living habits. ...
... While addressing the objectives of analyzing the Instagram usage habits of future elementary school teachers and determining the influence of sociodemographic factors and intensive Instagram usage on smartphone addiction. These aspects were key to the trend of using Instagram for promoting physical activity online [10][11][12][13]. ...
It is increasingly common to upload photographs on the Internet of sports practices carried out. However, this behavior can be related to smartphone addiction, which has become a global problem. In turn, the intensive use of the Instagram social network has begun to be linked to addictive behaviors on mobile devices. The purposes of this paper were to analyze the Instagram usage habits of future primary school teachers, to determine the influence of sociodemographic factors on intensive Instagram use and smartphone addiction, and to determine the influence of intensive Instagram use on smartphone addiction. For this purpose, a transversal design was adopted where two standardized scales were applied to a sample of university students of the Primary Education Degree of the University of Granada, Spain (n = 385). The results showed that the type of image most uploaded to this social network was the selfie, well above sport. Furthermore, the structural equation model highlighted the significant influence of the intensive use of Instagram and smartphone addiction. Finally, the implications and findings of this study are discussed, highlighting the importance of generating healthy habits regarding the use of technology.
... Instagram has become a popular medium for brand image development (Li et al., 2021) and is often considered the top social media for branding (e.g., Doyle et al., 2022). Relatedly, the platform has been a popular choice for academic study, allowing scholars to study sports entities' content strategies as well as sport consumer behavior (e.g., Li et al., 2021;Machado et al., 2020;Romney & Johnson, 2020). Additionally, during the pandemic, Instagram's popularity spiked. ...
Examining shifts in sport organizations’ social media content from before to during the pandemic-induced stoppage of play provides insight into digital branding during crises. Drawing on consumer-based brand equity and the context, content, and process framework, we examined adjustments made to brand image portrayal on Instagram and corresponding consumer engagement during the lockdown for two sport organizations at different seasonality stages. Results highlight how the National Basketball Association (NBA), facing the loss of their core product, utilized a need-based adjustment, while the National Football League (NFL) exhibited an opportunity-based adjustment. Analyses of consumer responses gauged the effectiveness of these two approaches, finding that the NFL was able to increase engagement, while the NBA suffered from declining engagement. Further investigation found that the NBA is still plagued by declined engagement since the pandemic, underscoring the importance of appropriate and effective digital branding during a crisis. While helping to fill the dearth of knowledge on how sport organizations operate under conditions outside of normalcy, this research improves our understanding of how social media content is managed during a crisis.
... The presence of image-based content with specific visual features such as colourfulness, the presence of a human face, the image source, resolution and professional quality, and the image-text fit have a positive effect on users' engagement in both Facebook and Twitter (Li and Xie, 2020). Similarly, Romney and Johnson (2020) investigated what types of images could affect audience engagement by analysing nearly 2000 images shared by Sports Network on Instagram. They found that images, including narrative or meta-communicative messages using graphics and multimedia elements, generated higher engagement shown by an increasing number of likes and shares. ...
... Sports teams and companies are continuously launching initiatives aimed at increasing fan engagement. Fans share images of sports on social media to show their support for their favorite teams [14,29,30]. Sports teams may reward fans for their support to increase fan engagement and recruit new supporters [15]. ...
With the continued advancement of blockchain technology and the growth of digital currency in recent years, various industries have engaged extensively in practices centered on the application of blockchain technology. The decentralization, safety, trustworthiness, and traceability features of the data collecting system offered by blockchain technology are very suited to developments in the sports industry. Focusing both on sports and esports, this study used RStudio software for the mining and analysis of data scraped from Twitter and explored the sentimental inclination of social media users toward the adoption of blockchain technology. Further, through user network analysis, this chapter examined the directionality of the blockchain information communicated on social media by sports consumers. Based on the findings of this research, strategies for consumer engagement have been proposed to the practitioners.
... The feeling of engagement can be expressed in different forms by spectators. For example, Romney and Johnson (2020) showed that in social media engagement is expressed as a "like" or as "comments". In our experiment, the engagement was also indicated through the interviews with the spectators and presenters. ...
Emotional contagion is an intriguing subject in many academic fields, and it is also
relevant in collaborative learning, where learners share a physical or virtual space.
We aimed at exploring the possibilities of motivating, fascinating, and experiential
elements of virtual reality (VR) in a collaborative learning context, with a focus on
emotional contagion. We adopted the eSports mode as a competency development
strategy in collaborative learning, using VR to evaluate emotional contagion that is
invoked between the presenters and spectators. For this purpose, we created a VR
application (HHVR) that allows freshmen students to learn about the premises and
academic life at a university. We then divided 43 adult participants into presenters
(N=9) and spectators (N=34); the presenters experienced the HHVR application
frst-hand, whereas the spectators watched the experience through a monitor. We used a questionnaire and semi-structured interviews to measure what feelings of being existential feelings that affect the way we react to the world the participants
experienced. The collected data were analyzed by Principal Component Analysis and qualitative data coding, and the results revealed emotional contagion; the spectators who followed the presenters on a monitor showed similar emotional engagement with the presenters who used the application. In conclusion, the proposed eSports mode can be a useful pedagogical technique in the context of collaborative learning with VR, as it engages both the presenters and spectators. These findings can be helpful for designing emotionally engaging collaborative learning experiences with VR and for conducting group-based UX evaluations of VR applications.
... Instagram is a platform that individuals use to strategically design and display their identities like organizations (Zhou, 2017). Nearly all professional athletes now use Instagram for global communication with fans, sharing their experiences in their fields and their individual lives (Hipke & Hachtmann, 2014 There has been considerable research on Instagram in the field of sports focused on sports organizations (Anagnostopoulos et al., 2018;Baena, 2019;Santomier et al., 2016;Siguencia et al., 2017;Toffoletti et al., 2019) and athletes (Arai et al., 2014;Bireline, 2014;Dumont, 2017;Green, 2016;Nankervis et al., 2018;Romney & Johnson, 2020;Thorpe, 2017), though there is short exploration of gender differences in athletes' Instagram use. A few scholars have investigated Instagram use by female athletes only (Barnett, 2017;Toffoletti & Thorpe, 2018). ...
The purpose of this study was to determine how professional athletes in different branches perform their visual self-presentation on Instagram, a social media platform. Embedded design, one of the mixed methods, was used to examine 24 professional athletes. To create the group for study in this research, including football, basketball, tennis and track and field athletes, we used criterion sampling, which is a purposeful sampling method. Specifically, a total of 5030 posted photos and 854 videos were analysed. In the study, we used thematic coding to conduct content analysis in accordance with the subject and purpose of the research (Geurin-Eagleman & Burch, 2016) as well as open coding. Chi-squared was calculated to measure gender differences. Most of the athletes’ shared contents and their likes and comments fell under the theme of business life, followed by personal life contents. The professional athletes showed differences according to gender and sport in the themes of what they posted on Instagram. The men posted much more actively than the women. Athletes in individual sports also posted less content than team sport athletes, and it was striking how little content these professional athletes, especially women and individual athletes, produced about their fans. This research can contribute to the diversification of research on the brand development and strengthening strategies of athletes in the Instagram application and to better understand the use of Instagram by professional athletes. It can also provide a perspective on Instagram usage strategies for professional athletes, as well as athletes with high-performance potential.
... This situation increases the motivation of the athletes to take part in the application. Because, thanks to the Instagram application, athletes can expand their following (Geurin-Eagleman and Burch, 2015), increase the number of news stories (Romney and Johnson, 2020), and their image (Li et al., 2021), and as a result, their sponsorship income . This research will help athletes manage their social media brands efficiently in the future by focusing on identifying the motivations that draw the attention of athletes to the Instagram application. ...
The popularity of the Instagram application has a serious potential for brand development for athletes. Athletes gain great potential in the phase of branding when they use the Instagram application successfully. Therefore, the aim of this study was to make an adaptation of the motivation scale for athletes’ Instagram use to Turkish for understanding their motives to use Instagram and analyzing the determinants in terms of gender, age, educational status, frequency of Instagram use, type, and level of the sport. Within the research framework, a total of 208 athletes from different sports branches of sports clubs in Turkey participated in our study. Data collection was carried out via adapting the Instagram Motivation Scale developed by Sheldon and Bryant (2016) and a questionnaire was included based on the respondents ‘demographic characteristics. Apart from the validity and reliability analysis of the scale, T-Test and One-Way Variance (ANOVA) analysis were used to evaluate the collected data. According to the findings of the research, which were obtained via adapting the motivation scale for using Instagram to the context of Turkey, the scale is a valid and reliable measurement tool. Gender, age, education level, sportive branch level, and frequency of Instagram use were the factors that influenced the athletes’ motivation to use the application. This research will help athletes manage their social media brands efficiently in the future by focusing on identifying the motivations that draw the attention of athletes to the Instagram application.
... A partir de las conferencias y entendiendo que las redes sociales son un espacio cada vez mayor para la comunicación interpersonal y masiva (Dietrich et al., 2012;Romney & Johnson, 2020), se crea la página de Instagram: @psicodeporteu, con el propósito de estar más cerca de la comunidad universitaria y especialmente con los diferentes selectivos deportivos de la UTP. Lo anterior con el objetivo de interactuar, subir información relevante desde la psicología del deporte. ...
Introduction: The objective of the study is to present a teaching experience in the field of sport psychology through virtual environments in a Colombian university during the COVID-19 pandemic. In this sense, the work of sports psychological intervention of evaluation and intervention was developed that under the reasons of forty were carried out in two stages, face-to-face and virtual. Psychological instruments were applied in order to evaluate the levels of motivation and precompetitive anxiety; finally, virtual talks and conferences were held for athletes and coaches. Among the main results, high participation and adherence to lectures and virtual intervention work was obtained in student athletes from the Technological University of Pereira.
... A partir de las conferencias y entendiendo que las redes sociales son un espacio cada vez mayor para la comunicación interpersonal y masiva (Dietrich et al., 2012;Romney & Johnson, 2020), se crea la página de Instagram: @psicodeporteu, con el propósito de estar más cerca de la comunidad universitaria y especialmente con los diferentes selectivos deportivos de la UTP. Lo anterior con el objetivo de interactuar, subir información relevante desde la psicología del deporte. ...
Introducción: El objetivo del estudio es presentar una experiencia docente en el campo de la psicología del deporte mediante entornos virtuales en una universidad colombiana, antes y durante la pandemia COVID-19. En tal sentido, se desarrolló el trabajo de intervención psicológica deportiva de evaluación e intervención que, durante la cuarentena, se realizaron en dos etapas, presencial y virtual. Se aplicaron instrumentos psicológicos, con la finalidad de evaluar los niveles de motivación y ansiedad precompetitiva; finalmente se realizaron charlas y conferencias virtuales para deportistas y entrenadores. Dentro de los principales resultados se obtuvo una elevada participación y adherencia a las conferencias y al trabajo de intervención virtual en los estudiantes atletas de la Universidad Tecnológica de Pereira.
... This does not mean that the network has not been used to exercise citizen journalism as happened, for example, after the attack against Charlie Hebdo in 2015 in France (Al Nashmi 2018), or to organize political mobilization and protest movements such as those arising from the 2014 presidential elections in Romania (Adi, Gerodimos, and Lilleker 2018). In sports, it has been proven that narrative or metacommunicative messaging results in greater interest and engagement by audiences through the manifestation of comments or likes (Romney and Johnson 2020). ...
Native digital media use of self-destructive content for the dissemination of news is investigated. This new format, characterized by its ephemerality, has become fashionable within the most successful social networks. Spanish media outlets are analysed and compared with European and American ones. The results indicate that native cybermedia is disseminating content through this format, increasing audience engagement, especially within the youth. Interestingly, these media focus intently on Instagram while neglecting Facebook and Youtube. Models of transmedia, like swiping up, cross-media and cross-promotion narratives are valued, and made apparent is the usefulness of the format to improve the general public’s participation, and in the sending of user-generated content. This work delves into an under-researched field, offering a valuable perspective for communication companies to influence the daily spaces of social interaction by offering bite-size portions of information.
... Instagram ha sido definida como una red social con una gran capacidad de contar historias y genera la percepción entre los usuarios de que las personas o marcas que siguen tienen una relación cercana y directa con ellos (De Brito Silva et al., 2020). Esta conexión individual está fundamentada en las funcionalidades que presenta para comunicar a través de imágenes fijas y en movimiento (Romney y Johnson, 2020). Algunos estudios previos, que sirven como antecedente de medición de experiencias de engagement con Instagram, se enuncian a continuación. ...
The purpose of this article is to describe the experiences that young Mexican university students from the city of Guadalajara, Mexico, have with Instagram TV. Engagement is a relevant concept to measure the investment of time, attention and the triggers that motivate a person to consume a certain platform or content, especially social networks; through it, is possible to have elements to quantify with clear indicators the quality of the users’ experience with the digital media they consume, which is made up of various attributes like perception, attention and emotion effect, cognition and feedback. Instagram, a social network for sharing still and moving images, is one of the platforms with the highest level of growth in recent years. Through the quantitative methodology using a factorial analysis, the main engagement attributes that young Mexicans perceive to experience with IGTV were established. The results suggest that young Mexicans consume Instagram TV motivated by entertainment needs, by their interest in various topics and in people who share the information they are interested in. IGTV generates value for them regarding purchase decisions and information relevant to their life and, in short, challenges them to think, reflect and to emotionally connect with communities and people.
... Therefore, it is currently important to understand the role of prosumers (producerconsumer) that we develop in technological society and to promote digital literacy to acquire consumer strategies and the creation of information on the web [63,64], since it is insufficient to have the necessary tools to be able to produce information if the capacity to carry out this communication effectively is not acquired [65,66]. ...
The digital revolution has transformed the ways of doing, acting, and training in the university field. For this reason, as an objective of this work, social media was used to generate and share knowledge related to sustainability, classification of living beings, and the functioning of the human body. The information was collected through questionnaires, that were completed before and after the intervention program, as well as the work carried out by the students. The participants were 131 students enrolled on the Primary Education degree course of the University of Murcia. The students were well aware of social media, although initially not their educational use. This perception changed when having to make concrete proposals with Instagram and Pinterest, since students valued the wide potential of the use of these networks in teaching. As a result of this intervention, 266 images were generated on Pinterest related to the classification of living beings and 67 about the devices and systems of the human body. Additionally, in terms of the activity on Instagram, 213 publications were created, reaching 1454 followers and 7885 likes. In addition, the participants recognized social media as a source of resources for education, and therefore teachers must explore all the possibilities they offer.
... Indeed, Instagram posts containing hashtags have twice as many shares as do those without them (Smith and Sanderson 2015). Hashtags allow users to quickly share their interests, hobbies and information, and Instagram's embrace of hashtags has been a strength (Romney and Johnson 2020). ...
This study used netnography and interviews to explore the sociocultural significance of South Korean sports stars’ impression management using social media. The study investigated Instagram, a widely used image-based social media platform. Through netnography, the study analysed Instagram content, and then it conducted interviews with stars for deeper interpretation. The results showed that the impression management strategies used are multifaceted. Some stars use social media to maintain personal connections, through which they create intimacy by sharing details from their daily lives and engaging in ‘self-expression’ to empathize with and relate to fans, which in turn helps them promote sponsored products or companies. Others intentionally create distance by uploading posts related to their economic and sociocultural capital. Sports stars also engage in ‘role model’ and ‘modesty’ strategies by presenting themselves as good examples on and off the field and uploading posts that promote their humility, appealing to South Korean social values.
... Instagram story adalah salah satu fitur yang digunakan untuk memposting foto atau video dengan durasi kurang lebih 15 detik. Instagram story hanya bersifat sementara dengan jangka waktu 24 jam, setelah 24 jam postingan akan hilang dengan sendirinya jika tidak dihapus (Romney & Johnson, 2020). Instagram story sangat digemari oleh para remaja sekarang seperti pelajar, mahasiswa dan terkhusus santri Al Azhar Malang. ...
This study aims to show that Instagram, which has only been popular for posting photos or videos, is very effective as a medium of al-Kitabah learning and can increase the ability of the students in al-Kitabah Maharah. In addition, it shows positive and negative responses of students to the use of Instagram as al kitabah maharah learning media. The study uses a qualitative descriptive approach and data and information were collected by using observation, interviews and documentation. Data analysis techniques used Miles and Huberman models, namely data reduction, data presentation and data verification. The results of this study indicate that Instagram is one of the social media that strongly supports and motivates students to create and innovate in writing without being limited to place and time. Based on the results of the questionnaire, it was obtained a very positive response from 21 students that all students agreed with the use of Instagram as a medium for learning al-Kitabah maharah. Students give positive responses because they are flexible, not limited in time, learning is more varied and students are more active and creative. As for the negative responses of students needing an internet connection, teachers do not control directly. Researchers hope that with this study, the teachers can use the Instagram application as a medium for learning Arabic, so students can wisely utilize social media.
... The communicative relations between all the processes of the sport industry make it powerful. Communication is becoming the main factor of the sport industry's development (Romney & Johnson, 2020). The integrity of the sport industry makes sport communication a powerful tool, influencing the choices of the community and the marketing and management processes in various areas (Stoldt, Dittmore, & Branvold, 2012). ...
The emergence of the phenomenon of sports is closely associated with the processes of communication. Sport is a social phenomenon, which solves a number of various tasks. The integrity and popularity of sport promoted the emergence and development of sport industry, integrating all human activities. The sport industry is changing with the changes in social and technological development. It is aimed at satisfying the needs of the society at various levels (i.e. personal, group, social, national and international levels). Sport helps to solve the tasks of personal growth. The analysis of sport and the basic elements of the sport industry allows for assessing the importance and determining the stages of the sport industry’s development. The phenomenon of sport and the associated industry needs a thorough study, including seemingly unrelated areas (i.e. education, physiology, psychology, law, economy, communication, culture, technologies, etc.).
Santrauka
Sporto reiškinio atsiradimas siejamas su visuomenės komunikacijos procesais. Sportas – tai socialinis reiškinys, kuris integraliai sprendžia daugybę skirtingų uždavinių. Sporto integralumas ir populiarumas paskatino sporto industrijos atsiradimą ir plėtrą. Sporto industrija integruoja visų žmogaus veiklos rūšių sritis, vykstant visuomenės socialinei raidai ir technologijų plėtrai, keičiasi ir sporto industrija. Pagrindinis jos uždavinys – tenkinti įvairaus lygmens visuomenės poreikius (asmens, grupės, bendruomenės, valstybės, tarptautinius). Sporto reiškinys padeda spręsti ir asmenybės augimo uždavinius. Atlikta sporto ir sporto industrijos pagrindų analizė leidžia įvertinti sporto industrijos svarbą ir plėtros gaires. Sporto reiškinys ir jo generuojama industrija reikalauja plačių integralių tyrimų sujungiant iš pirmo žvilgsnio nesusiejamas sritis (edukaciją, fiziologiją, psichologiją, teisę, ekonomiką, komunikaciją, kultūrą, technologijas ir t. t.).
Reikšminiai žodžiai: turinys, plėtra, sporto integralumas, sąsajos, visuomenės poreikiai, vertybės.
Social networks for sports brands are a medium that allows very high levels of interaction with followers. A decade ago, Engagement, the indicator that measures the degree of user interaction with the brand, emerged. The aim of the study is to describe the degree of incidence of the scheduling of content, specifically the day and time factor, on the Engagement on Instagram of the Asobal League clubs. The sample consisted of 271 publications belonging to five clubs that competed during the 2023-24 season. The Spearman correlation test between the independent variable day factor and the dependent variable Engagement rate reflects a correlation coefficient whose p-value<0.01 so the correlation is not significant. On the other hand, the Spearman correlation equation between the hours of the day as the independent variable and the Engagement rate as the dependent variable gives a result of p-value>0.01 and confirms a significant and positive relationship. In practical terms, this study provides knowledge and recommendations to brand managers on factors that affect the Engagement rate in order to execute a correct digital marketing and communication strategy in sport.
Apenas un 15% de la población no se encuentra en redes sociales. Las redes sociales se han convertido en plataformas sociales de uso diario y cotidiano que permite a las personas estar interactuando entre sí y con sus marcas preferidas. Como consecuencia de ello, el presente estudio pretende conocer la evolución del número de seguidores de los clubes de la Liga Asobal entre las temporadas 2020/21-2022/23, analizar si existe algún tipo de relación entre la clasificación y el número de seguidores y, averiguar cuál ha sido la plataforma con mayor crecimiento. En el presente estudio participaron 16 clubes de la Liga Asobal (excepcionalmente en la temporada 2020/21, en lugar de competir 16 clubes, participaron 18 equipos en la primera división española de balonmano por motivos del COVID-19). Los resultados indican el aumento considerable del número de seguidores en todos los clubes que han participado en la muestra y es Instagram la red social que ha reflejado un mayor crecimiento. Palabras clave: Social media, marketing, comunicación online, deporte, balonmano. Abstract. Only 15% of the population is not on social networks. Social networks have become social platforms for daily and everyday use that allow people to interact with each other and with their favorite brands. As a consequence, the present study aims to know the evolution of the number of followers of the Asobal League clubs between the 2020/21-2023/24 seasons, examine whether there is any type of relationship between the classification and the number of followers and, find out which has been the platform with the greatest growth. 16 clubs from the Asobal League participated (exceptionally in the 2020/21 season, instead of 16 clubs competing, 18 teams participated in the Spanish first handball division due to COVID-19), using descriptive analyzes and the Wilcoxon test and the Spearman correlation test. The results indicate a considerable increase in the number of followers in all the clubs that have participated in the sample and Instagram is the social network that has reflected the greatest growth. Keywords: Social media, marketing, online communication, sport, handball.
The strategic logic of interventions for counter-extremism interventions on short-form video platforms.
Previous studies on sports images have often focused on gender and race representation. However, with the rise of social media, sports photographers worldwide are fighting professionally produced and user-created images for audience attention. Recent scholarship has shown that stronger storytelling elements in sports photographs spur an increase in lower-level engagement metrics. The current study dives deeper into the types of images that generate key social media engagement. Researchers conducted a biometric analysis of 28 randomly sampled Instagram images from sports networks’ official feeds. Results indicate that social media images containing metacommunicative themes increase audience engagement. These findings offer insights into improving social media engagement for sports news sources.
Instagram has impacted how athletes present themselves and communicate with their audiences without the need for mass media mediators, such as journalists. Hence, this study explores the opportunities for professional fencers to develop self-presentation and communication strategies on the platform. The methodological approach is based on netnography and content analysis, evaluating the top 10 fencers accounts (FIE). The findings point out how these athletes build their brand by increasing fan engagement and interaction through sharing training videos, competition photos, and personal stories, while also collaborating with sponsors and brands to open up business opportunities and revenue streams. Therefore, fencers’ active use of Instagram enhances their self-presentation and positively influences the image of fencing as a sport.
A taxonomy for the analysis and understanding of content curation on the Instagram platform is presented on the basis of two main dimensions, that is, content and curation, with the following categories: amount of curated content; time range of content; provenance; curation techniques; and integration of curated content. Representative cases are shown for each main format category of the social network: posts, stories, reels, and guides. Resumen Se presenta una taxonomía para el análisis y la comprensión de la curación de contenido en la plataforma Instagram, basada en dos grandes dimensiones, Contenido y Curación, con las siguientes categorías: Cantidad de contenidos curados; Rango temporal del contenido; Procedencia; Técnicas de curación; e Integración del contenido curado. Se muestran casos representativos de cada categoría de los principales formatos de la red social: Posts, Historias, Reels y Guías.
هدفت الدراسة الوصفية لرصد ملامح السرد الرقمي لصحافة اللحظة عبر إنستجرام في إطار منهجية التصنيف الرباعي للسرد، واستخدم منهج المسح الإعلامي وأداة تحليل السرد كمًّا وكيفًا لعينة (1344) قصة بواقع (884) لليوم السابع، (460) للنيويورك تايمز من 16-22 نوفمبر2021، وأظهر التحليل الموضوعي تباين الموضوعات السردية بموقعيْ الدراسة ما بين الرياضة والأحداث المجتمعية والشئون السياسية وفقا لغاياتها الإخبارية والاستشهادية، وكانت الشخصيات العامة أو المشهورة أبرز عناصر السرد اللحظي، وبالنسبة للتحليل البنائي تصدَّر السارد الداخلي ونمط الراوي المشارك بالأحداث عبر ضمير المتكلم، وتجلى حضور المسرود له عبر استخدام ضمير المخاطَب بالموقعين، واعتمدا على أسلوب السرد التفاعلي وتنوع زمنه ما بين المتواتر والتنبؤي، وتصدُّر الحكي الإستاتيكي غالبية القصص، وتنوعت بنيات السرد ما بين المتعلقة بالمجتمع وكذا بالتعبير والتواصل، وأكد التحليل الحواري تجلي علاقة السارد بالمسرود له في تقديم السارد للتصريحات والاستشهادات واستحضار الحقائق، وتقوم فكرة التواصل اللحظي على تنوع الأصوات السردية الأحادية والمتعددة، وكانت فئات المشاهير ونجوم المجتمع والمسئولين أهم القوى الفاعلة بالسرد، وأتاح الموقعان عدة آليات للتفاعل كالإعجاب أو إضافة تعليق أو إرسال رسالة أو متابعة القصة follow؛ للتأكيد على فكرة النصوص المفتوحة، وأوضح التحليل المرئي اعتماد الموقعين على أسلوب السرد المصور عبر الصور (المتعاقبة والثابتة والملصقات التعبيرية)، والفيديوهات الحكائية والأخبار المجمعة كأبرز الوسائط المتعددة، فضلا عن توظيف النص الفائق الداخلي والكلمات النشطة المصاحبة لهاشتاجات وأسماء أشخاص، وتقديم روابط للصفحة الرئيسة لموقع الصحيفة؛ لإنتاج قصص تلائم خاصية الزوال وتحقق مشاركة أكبر من الجماهير.
Las universidades emplean las redes sociales para transmitir sus identidades institucionales, aplicándolas como espejos y altavoces de la vida en el campus. Así, pretenden atraer a potenciales estudiantes y construir comunidades globales que trascienden lo offline. Gran parte de la literatura previa le otorga mayor relevancia al engagement alcanzado que al discurso empleado, por lo que esta investigación explora el uso que hacen de Instagram las cinco mejores universidades del mundo según el Ranking de Shanghái 2022, con el objetivo de comparar sus estrategias y contraponer el contenido publicado con las interacciones registradas. La metodología se centra en un análisis de contenido tanto cuantitativo como cualitativo de los posts publicados por Harvard, Stanford, MIT, Cambridge y California Berkeley durante el primer cuatrimestre del curso 2021/2022 (n=394), para lo que se diseña una ficha de análisis. Los resultados reflejan cierta homogeneidad en lo que respecta a formatos, con un uso predominante de las imágenes; y a intención discursiva, centrada en ensalzar el capital humano de la institución y sus historias de vida. No obstante, se hallan particularidades derivadas de los valores de cada Universidad y de la idiosincrasia del territorio en el que operan. Asimismo, de la relación entre la semiótica del mensaje y las interacciones registradas se extrae una conclusión principal: existe una discordancia entre lo más publicado y el contenido con más participación. Así, para lograr la bidireccionalidad en su comunidad social, las instituciones deberían diseñar sus estrategias conforme al impacto alcanzado, mayor cuando se difunden acciones de RSE y se opta por el vídeo.
El fútbol profesional ha sido un sector pionero en el uso de las nuevas tecnologías digitales. Entre los mensajes que ha difundido en sus redes sociales se encuentran aquellos destinados a recordar su pasado, manteniéndolo vivo en el presente y así conformar una identidad compartida con sus seguidores.
Esta investigación se propuso describir el repertorio de hechos que los clubes de fútbol interpretan como parte de su historia. El análisis estadístico y cualitativo de los mensajes publicados en las principales redes sociales (Facebook, Twitter e Instagram) por los 20 clubes que militaban en la Primera División de la Liga de Fútbol Profesional en la temporada 2019-20 permitió detectar cómo el recuerdo de jugadores relevantes, ascensos, consecución de títulos y disputa de finales fueron los principales hechos considerados históricos.
Professional football has been a leading sector in the use of new digital technologies. Among the messages it has disseminated on its social networks are those intended to remember its past, keeping it alive in the present and thus shaping a shared identity with its followers.
This research aimed to describe the repertoire of events that football clubs interpret as part of their history. The statistical and qualitative analysis of the messages published on the main social networks (Facebook, Twitter and Instagram) by the 20 clubs that played in the First Division of the Professional Football League in the2019-20 season allowed to detect how the memory of relevant players, promotions, achievement of titles and dispute of finals were the main historical facts.
The branding strategies of marketers have been changing since the evolution of social media and mobile applications as widely used communication platforms. Through social media, professional sports brands are focusing on enhancing the level of fan engagement to convert casual fans into highly identified ones, thus, meeting the relationship–marketing goals. Consumers, through their shared brand experience, create brand value, and an emotional connection with the brand is established through social identification. Enhanced fan engagement is attained by building a strong relationship between the fans and the sports league team. The marketers’ branding strategies have been changing since the evolution of social media and mobile applications as widely used communication platforms. By developing online branding strategies, professional sports brands are focusing on enhancing the level of fan engagement and loyalty by converting causal fans into highly identified fans, thus, meeting the relationship–marketing goals. The study initially identifies a pool of factors influencing fan engagement through digital initiatives through extensive literature review and later prioritizes through social network analysis. Further, the study uses a more robust method of exploratory and confirmatory factor analysis to identify and confirm the factors contributing to the co-creation of sports brand equity as a consequence of enhanced fan engagement. Further structural equation modeling was used to analyze the relationship among the various factors. These initial initiatives indicated that the brand-consumer (fans) relationships rely heavily on the interactions between brand-brand, brand-customer, and customer-customer.
The study also adopts a non-traditional research approach of social media analytics to further unearth the drivers of fans’ behavioral change while interacting within digital social communities on digital social platforms. Based on the findings of this research, a strategic solution has been proposed for the sports organizations for enhanced engagement of consumers (fans) and to meet their customer-relationship management goals.
Internet ha generado nuevos paradigmas de comunicación, por lo que las marcas
han desarrollado nuevas estrategias basadas en el compromiso social, un aspecto
que las ayuda a destacar en una era saturada de mensajes. En este contexto, el
storydoing se presenta como un nuevo discurso publicitario de carácter narrativo
que implica a las personas en una causa social y hace que participen cocreando y
difundiendo el relato de marca a través de sus redes sociales digitales. El presente
trabajo tiene como objetivo identificar los mecanismos narrativos con los que los
usuarios de Instagram extienden el storytelling de marca. Para ello, se ha llevado
a cabo un análisis de contenido de 691 publicaciones de usuarios de Instagram, de
12 campañas storydoing recogidas del anuario Los Anuncios del Año y del archivo
creativo c de c. Dicho análisis ha consistido en marcar en la muestra la presencia
de los elementos narrativos que propone el modelo actancial de Greimas (1971)
teniendo en cuenta los recursos de la narrativa audiovisual de Canet y Prósper
(2009). Los resultados muestran nuevas fórmulas narrativas visuales cuyo pivote
central es la relación entre un sujeto y el propósito de la campaña como objeto de
deseo en un escenario propiciado por la propia marca.
Internet ha generado nuevos paradigmas de comunicación, por lo que las marcas han desarrollado nuevas estrategias basadas en el compromiso social, un aspecto que las ayuda a destacar en una era saturada de mensajes. En este contexto, el storydoing se presenta como un nuevo discurso publicitario de carácter narrativo que implica a las personas en una causa social y hace que participen cocreando y difundiendo el relato de marca a través de sus redes sociales digitales. El presente trabajo tiene como objetivo identificar los mecanismos narrativos con los que los usuarios de Instagram extienden el storytelling de marca. Para ello, se ha llevado a cabo un análisis de contenido de 691 publicaciones de usuarios de Instagram, de 12 campañas storydoing recogidas del anuario Los Anuncios del Año y del archivo creativo c de c. Dicho análisis ha consistido en marcar en la muestra la presencia de los elementos narrativos que propone el modelo actancial de Greimas (1971) teniendo en cuenta los recursos de la narrativa audiovisual de Canet y Prósper (2009). Los resultados muestran nuevas fórmulas narrativas visuales cuyo pivote central es la relación entre un sujeto y el propósito de la campaña como objeto de deseo en un escenario propiciado por la propia marca.
This theoretical article aims to analyze the psychosocial elements as meanings, attitudes, subjective behaviors and intentions that emotionally connect the digital influencers to their followers. Four psychosocial elements have been identified in the literature that allow this connection to be established, characterized as: Expertise, Number of Followers, Life stream and Storytelling. The combinations of these elements also generated factors that influence the motivation of the followers for keeping up with the routines of activities communicated in the virtual environment by their digital influencers. The factors identified from these combinations were: social status, popularity, strategic reconstruction of the digital self and the reputation of digital influencers. The managerial implications of this study are related to the identification of the characteristics of the digital influencers that contribute to increase their capacity of persuasion and thus lead the virtual users to become their followers and future consumers.KeywordsDigital influencerDigital narrativesDigital lifestyleNumber of followersExpertise
Olympic champions have been real idols for a significant portion of society, and by the advent of social media, their influence has increased rapidly. Despite their impact, they have been less studied. A primary step to grasp their cybercharacter is to examine their Instagram characteristics with possible gender differences and correlations between these characteristics. By applying a data-driven approach, this study utilizes a content analysis method to analyze photos of Olympic gold medalists on Instagram. In this vein, male gold medalists show a monotonously positive relationship between their following/follower ratio and the engagement/follower ratio. Also, the ratio of self-presentation turned out to have a solid monotonous negative relationship with age in both male and female gold medalists, which even takes a linear form in men. In line with the related theories and literature, these findings can help athletes manage and grow their brand on social media.KeywordsInstagramSelf-presentingUser characteristicsOlympicGold medalistsData mining
Instagram ist auf dem Weg, der wichtigste Social-Media-Kanal der Welt zu werden. Dieser Sammelband geht die Forschungslücke im Zusammenspiel von Journalismus und Instagram systematisch und facettenreich an. Autor:innen aus Wissenschaft und Praxis liefern dafür vielfältige Analysen, Strategien und Perspektiven. Wissenschaftliche Verortungen werden ergänzt durch mehrere Fallstudien rund um die journalistische Instagram-Nutzung. Gleichzeitig ermöglichen Praktiker:innen Einblicke auf tägliche Herausforderungen und die Folgen, nicht nur für die Journalist:innen-Ausbildung im Bereich Social Media.
Die Plattform Instagram zählt weltweit mit über einer Milliarde Nutzer*innen zu den erfolgreichsten Apps zum Teilen von Fotos und Videos. Auch für Medienunternehmen wird Instagram zunehmend interessanter, die dort nicht nur in Form von Feed-Posts, sondern auch mittels der Story-Funktion Inhalte verbreiten können. Innerhalb der nationalen und internationalen Journalismusforschung stand die Thematik Storytelling mithilfe von Instagram-Storys bisher kaum im Fokus. Die vorliegende Studie widmet sich diesem Forschungsgegenstand daher explorativ und untersucht, welche verschiedenen Storytelling-Ansätze deutsche, britische sowie US-amerikanische Medienhäuser mit Blick auf Inhalt, Gestaltung sowie Publikumsinteraktion auf Instagram verfolgen. Die Ergebnisse zeigen, dass Instagram-Storys vorrangig zum Verlinken auf Website-Artikel und seltener zur Informationsvermittlung innerhalb der App dienen. Während plattformspezifische Potenziale zur Interaktion zwar kaum genutzt werden, sind Professionalisierungstendenzen im Sinne eines Corporate Designs erkennbar. Der Beitrag diskutiert die sich daraus ergebenden Implikationen für die journalistische Forschung und Praxis.
Der Beitrag widmet sich der Frage, welchen Einfluss der digitale Wandel von Öffentlichkeit auf das Vertrauen in journalistische Medien hat. Er geht insbesondere auf die Rolle Sozialer Netzwerkplattformen ein und skizziert Risiken und Chancen, die aus einem Verlust der Gatekeeper-Rolle des Journalismus entstehen. Abschließend wird diskutiert, wie der Journalismus unter gewandelten Bedingungen Vertrauen gewinnen und erhalten kann und welche Möglichkeiten Soziale Netzwerkplattformen wie Instagram für einen vertrauenssensiblen Online-Journalismus bieten.
This study examines Olympic champions’ characteristics on Instagram to first understand how age and gender affect the characteristics and their interrelations and second to see if the future changes in those characteristics are predictable. We crawled Instagram data of individual gold medalists in the Rio2016 Olympics for four months and utilized a content analytic method to analyze their photograph posts. The cross-sectional analysis shows that as the champions age, the follower engagement rate decreases in both genders. However, men increase their pure self-presentation posts while women extend their circle of followings. In its approval, the longitudinal analysis shows that when a higher engagement rate is achieved, men and women champions lose their tendency to increase self-presenting posts and the number of followings, respectively. In the light of relative theories and the previous literature, these findings contribute to a better understanding of athletes’ cyber behavior in social media. Moreover, the findings serve as a guide for sport researchers seeking to grasp the ways that aid athletes to better interact with their followers and build the personal brand, which involves sponsorship and other promotional opportunities. © 2021, The Author(s), under exclusive licence to Springer-Verlag GmbH Austria, part of Springer Nature.
This study examines Olympic champions characteristics on Instagram to first understand how age and gender affect the characteristics and their interrelations and second to see if the future changes in those characteristics are predictable. We crawled Instagram data of individual gold medalists in Rio2016 Olympic for a period of 4 months and utilized a content analytic method to analyze their photograph posts. The cross-sectional analysis shows as the champions get older, the rate of follower engagement decreases in both genders, but men increase their pure self-presentation posts while women extend their circle of followings. In its approval, the longitudinal analysis shows when the higher rate of engagement is achieved, then men and women champions lose their tendency in increasing self-presenting posts and number of followings respectively. These findings in the light of relative theories and the previous literature contribute to a better understanding of athletes cyber behavior in social media. Moreover, the findings serve as a guide for sport researchers seeking to grasp the ways that aid athletes to better interact with their followers and build the personal brand, which involves sponsorship and other promotional opportunities.
En este estudio se analiza la participación de los lectores en noticias sobre siniestros en los medios digitales españoles. El trabajo compara el número de veces que se indica “me
gusta”, “compartido” y “comentado” en las noticias sobre los principales sucesos de
muertes por causa externa: accidentes de tráfico, caídas, ahogamientos y suicidios. Para
ello, se han recopilado piezas periodísticas del periodo 2010-2017 a través de la hemeroteca Mynewsonline. Se ha llevado a cabo un análisis de contenido en una muestra representativa de noticias (n=4.733), donde se ha medido el número de reacciones para cada noticia en los seis principales medios de comunicación digitales españoles (elpais.com, elmundo.es, abc.es, lavanguardia.com, elconfidencial.com y 20minutos.es). Se ha estudiado también la relación de esta participación de los lectores según el tipo de siniestro, los rasgos sensacionalistas que presente la noticia y el carácter popular de las víctimas. Los resultados confirman una baja participación social en los indicativos de “me gusta” y “compartido” y una mayor actividad en los comentarios de las noticias, sobre todo en los casos de suicidio, en noticias con rasgos sensacionalistas y cuando la víctima es un personaje popularmente conocido.
Based on content analysis of 370 posts featuring sportswomen and 205 posts featuring nonathlete women on ESPN’s and espnW’s Instagram accounts, the authors address whether representations of sportswomen on social media uphold or challenge masculine domination in sports and whether this varies based on the gender of the target audience for each social media account. Catering to a predominantly male audience, ESPN’s Instagram rarely posted about sportswomen or feminism, reinforced traditional female gender roles, and relied on feminine stereotypes more frequently than espnW’s Instagram. Nonetheless, espnW upholds male dominance in sport through its separation from ESPN, the lower volume of posts about sportswomen on espnW compared with ESPN’s coverage of sportsmen, and its less engaging coverage of sportswomen.
O presente estudo buscou analisar os modos como as atletas da seleção brasileira de futebol narram suas sessões de treinamento no Instagram em meio ao período de distanciamento social imposto pela Covid-19. As fotografias, os vídeos e textos exibidos nos perfis de 18 atletas foram capturados nos meses de março a julho de 2020. Com base nas postagens do Instagram, verificamos que essa produção de narrativas de si ocorre a partir da agência de inúmeros elementos que se associam e passam a compor os cenários dos treinamentos. Além disso, a análise mostrou que é por meio da inventividade e da circulação de saberes que as atletas protagonizam e viabilizam, mesmo que de forma remota, os treinamentos essenciais à função de jogadoras profissionais.
RESUMEN La importancia y los ingresos que genera la industria del turismo, la trascendencia de que las ciudades se comercialicen como destinos turísticos a través de una buena planificación de su comunicación de marca, aprovechando las nuevas tecnologías de la comunicación, con mensajes que transmitan identidad de las localidades, transfiriendo valor y emoción hacia los miles de seguidores que las marcas tienen en el impactante mundo de las redes sociales, ha motivado que se realice este estudio con el objetivo de valorar la reacción que obtienen de la comunicación de marca difundida a través de las redes sociales Facebook, Twitter e Instagram, cinco municipios ecuatorianos que trabajan como destinos turísticos. Para medir los resulta-dos nos basamos en el modelo PRGS, (Presencia, Respuesta, Generación y Sugerencia) y en el engagement, a través de las herramientas Fanpage Karma y Twitomony. Entre los resulta-dos obtenidos figura que Instagram se presenta como la red social idónea para obtener más respuestas y por ende mayor engagement en sus seguidores; y, que las marcas con más segui-dores deben mejorar su comunicación para tener un mayor volumen de reacciones. ABSTRACT The importance of the tourism industry and the level of income that it generates constitutes one of the main reasons for conducting this study. Others include the importance of cities being marketed as tourist destinations through the good planning of their brand communication , taking advantage of new communication technologies, with messages that convey the identity of the locations, transferring value and emotion to the thousands of followers
This study examines an ethnographically-collected set of social media posts from 5 applications in order to understand the rhetorical functions of something we call "metacommunicative" hashtags (e.g., #PackersGottaWinThisOne, #thisweddingisawesome).
Through a process of inductive analysis, we identified recurring genre functions that are both context-specific to applications' ecologies and, at the same time, "stabilized enough" (Schryer, 1993, p. 204) to warrant the use of rhetorical genre theory as a tool for understanding their communicative purposes
The content of TV news is often not retained or understood by the audience. This article discusses a concept for increasing retention and comprehension levels relating to TV news. Results of an experimental reception analysis with 215 participants show that retention and comprehension can be improved by employing a narrative device to present TV news. Adopting a narrative form for TV news also gives a clearer distance and perspective to the news content, which has advantages for social communication.
This paper explores the assumption that user-generated content in mass media websites gives audiences greater power over influencing news making. Employing a content analysis of readers' comments in various Greek online mass media, the study examines whether commenters assume any of the core journalistic functions regarding news production, in terms of setting the agenda, providing original information, and airing oppositional views on reported issues. From a public sphere perspective, it also examines the degree of diversity of users' opinions within media outlets. The results suggest that whereas users challenge journalistic viewpoints to some extent, this type of audience participation is not likely to render audiences co-producers of news content in significant ways or offer opportunities for cross-cutting political exchanges.
Although the term academic literacies was originally developed with regard to the study of literacies in higher education and the university, the concept also applies to K-12 education. An academic literacies perspective treats reading and writing as social practices that vary with context, culture, and genre (Barton & Hamilton, 1998; Street, 1984, 1995). The literacy practices of academic disciplines can be viewed as varied social practices associated with different communities. In addition, an academic literacies perspective also takes account of literacies not directly associated with subjects and disciplines, but with broader institutional discourses and genres. From the student point of view, a dominant feature of academic literacy practices is the requirement to switch their writing styles and genres between one setting and another, to deploy a repertoire of literacy practices appropriate to each setting, and to handle the social meanings and identities that each evokes.
On 8 July 2013, Sports Illustrated media critic Richard Deitsch – inspired by a photo that captured a friend celebrating with a brother who had won the NCAA Hockey Championships – asked his 90,000-plus Twitter followers if they had the best moment of their life captured in a photograph. Deitsch retweeted the initial pictures, which prompted many more people to send out photos of their favorite moments. Many of his followers shared photos of some of their most intimate moments, leading CNN to call Deitsch ‘the sportswriter who made Twitter cry’ [Mendoza, D. (2013, July 11). The sportswriter who made Twitter cry. CNN. Retrieved December 11, 2013, from http://www.cnn.com/2013/07/11/tech/storify-best-moments/.s]. Through a thematic examination of 314 photos shared in the Deitsch exchange, the authors reveal that an overwhelming number of images are identified as milestone moments, or narratives of life experience, which denotes that as communication platforms evolve and technologies offer different modes of expression, users are still selecting narrative structure to disseminate their messages.
They argue that the role of oral language is almost always entirely misunderstood in debates about digital media. Like the earlier inventions of writing and print, digital media actually “power up” or enhance the powers of oral language.
Drawing on instant messaging (IM) conversations recorded between 2006 and 2009, this chapter analyzes American teenagers' normative assessments of peers' online practices. These assessments do not take the form of reflexively elaborated metadiscourses, but rather emerge through and within metacommunicative gossip, i.e., morally motivated stories about others' online communication. In particular, it concentrates on gossip conducted via IM about communication on the social networking site Facebook. Such gossip is not only metacommunicative; it is also metasemiotic insofar as participants incorporate materials from one media channel into another, drawing on evidence gathered by "stalking", "lurking", and "creeping" on Facebook to constitute moral assessments of others' online activity. This account shows that Facebook-an affectively charged arena of self-display and mutual scrutiny in which participants construct desire and build alliances through strategies of concealment and revelation-is a powerful catalyst for metacommunicative talk.
This paper develops a theoretical framework for understanding how and what sports photographs mean. In particular, it identifies two categories of photographic features as conveyors of meanings. The first category is the content or discourse within the photograph, which includes physical appearances, poses and body positions, facial expressions, emotional displays, and camera angles. The second category is the context, which contributes to the discursive text of the photograph. The context includes the visual space in which the photograph appears, its caption, the surrounding written text, and the title and the substantive nature of the article in which the photograph appears. Using 1984 and 1988 Olympic Games photographs appearing in popular North American magazines, I show how these various features of photographs may enable patriarchal readings that emphasize sexual difference.
The following conversation is an edited excerpt from a broader roundtable discussion, organized and moderated by Cinema Journal between June and July 2013. In this section, the conversation focuses on popular culture, fans, and niche cultures. The contributors responded to a series of prompts that asked them to consider the relationship between Spreadable Media and past and current work in fan studies (including Henry Jenkins’s Textual Poachers and Convergence Culture).1 Participants also explore Spreadable Media’s relationship to fan studies scholarship and ask whether Spreadable Media represents a shift in the way we think of fans in relationship to popular culture. The full conversation addresses Spreadable Media’s engagement with questions of transmedia, digital culture, and online social activism more broadly, and it will be published online in an upcoming edition of Transformative Works and Cultures. [End Page 152]
Although Spreadable Media is ultimately not a fan studies book, nor does it try to be, it purposefully engages the concept of the fan and thus gets read in conjunction with fan scholarship, including Jenkins’s previous works, Textual Poachers and Convergence Culture. Given that trajectory and the way the book repeatedly deploys specific examples of fan activities within its larger project, it raises the question as to how Spreadable Media uses the fan and how it engages with fan scholarship. Looking at the way Spreadable Media stretches the concept of being a fan to a point of seeming unrecognizability, I would suggest that the book is ultimately not interested in fans, except what they tell us about larger audiences.
There are obviously strategic reasons to expand the term fan from the narrow confines that Henry Jenkins’s earlier Textual Poachers set out. In the intervening years, many aspects of fandom have mainstreamed, a move that Henry has both described extensively and partly helped bring about. There are many benefits to conceptualizing active audiences as fans, but I’d like to look at some of the drawbacks. In particular, I’d like to look at what happens when the definition of fan changes from one based on identity to one based on action. I’d like to look at what gets left out when the definition of fan is as broadly conceived as it is in Spreadable Media, when any “like” click on Facebook, any forwarding of a YouTube link, constitutes a fan activity. I am concerned that such a broadening of the concept facilitates a shift from the fans studied in Textual Poachers to general audiences. Such a shift moves the focus away from the marginal media fan, who was mostly commercially nonviable, often resistant, and uncooperative, and whose dedication to a gift economy was often in spite of capitalist alternatives and not because they didn’t exist. In its stead, the fans who take center stage in Spreadable Media are the commercializable audiences, who happily seem to collaborate in their own exploitation, free laborers creating value of which they cannot even assume ownership. What gets excluded and marginalized in Spreadable Media, then, are the very founders of the concept of fan, the unruly and aggressively anticommercial, the queered and sexually explicit, the anticapitalist and anticopyright. What gets excluded are the audiences whose practices may have been adapted and adopted and celebrated but whose presence is ultimately not desired in this brand-new, commercially viable fan universe.
Spreadable Media acknowledges this danger: “We all should be vigilant over what gets sacrificed, compromised, or co-opted by media audiences as part of this process of mainstreaming the activities and interests of cult audiences.”2 But when reading through the chapters, I am distressed by observing that very compromise the authors warn against. I fear the actual driving force of...
TESOL Quarterly invites commentary on current trends or practices in the TESOL profession. It also welcomes responses or rebuttals to any articles or remarks published here in The Forum or elsewhere in the Quarterly.
This article presents a frameworkvisual social semioticsthat can help professional communicators who need practical tools for image analysis and who may not have the time or inclination to immerse themselves in a new field of study. Although visual social semiotics is not the only theoretical framework for examining how images convey meaning (others include Gestalt theory, art history, psychoanalytical image analysis, and iconography, to name a few), it is unique in stressing that an image is not the result of a singular, isolated, creative activity, but is itself a social process. As such, its meaning is a negotiation between the producer and the viewer, reflecting their individual social/cultural/political beliefs, values, and attitudes.Because professional communicators must persuade readers/users of one particular viewpoint among many competing and conflicting perspectives, visual social semiotics will help them better understand the rhetorical, meaning-making potential of still images in relationship to text, provide them with techniques to analyze those images, and contribute to their ability to effectively discuss imagery within a team setting.
This essay proposes a theory of human communication based on a conception of persons as homo narrans. It compares and contrasts this view with the traditional rational perspective on symbolic interaction. The viability of the narrative paradigm and its attendant notions of reason and rationality are demonstrated through an extended analysis of key aspects of the current nuclear war controversy and a brief application to The Epic of Gilgamesh. The narrative paradigm synthesizes two strands in rhetorical theory: the argumentative, persuasive theme and the literary, aesthetic theme.
This article considers the practice of digital storytelling in light of contemporary theories of autobiography and affect. Using the concept of coaxed life narrative developed by Sidonie Smith and Julia Watson, I analyse the role of digital storytelling in diversifying the voices in the public sphere. Drawing on Berlant's theory of the intimate public, I argue that given its formal restrictions and thematic preoccupations, digital storytelling produces texts focused on affective connection with the audience, contributing to the prevalence of intimacy and affect in the construction of contemporary citizenship. I conclude by considering the capacity of digital storytelling to articulate the relationships between personal experiences of structural social and political inequalities, given its narrative emphasis on closure, affect and universality.
This book provides an overview and analysis of sport fans, examining the role played by and the impact of sport in the lives of sport fans and spectators, and the importance of sport for society at large. It also provides an understanding of the theories of fan behavior, as well as analysis of the empirical research on the emotions, thoughts, and behaviors of sport fans. Using a multidisciplinary approach, a variety of topics such as team identification, hero worship, and fan self-esteem are identified and examined. Phenomena such as the importance of attendance for communities and the impact of fans on society are also discussed. The book provides an understanding of the importance of sport for fans themselves and for society as a whole. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
This article explores how the 2009 pandemic of swine flu (H1N1) intersected with issues of biosecurity in the context of an increasing entanglement between the spread of disease and the spread of information. Drawing on research into metacommunication, the article studies the rise of communication about ways in which swine flu was communicated, both globally and locally, during the pandemic. It examines and compares two corpora of texts, namely UK newspaper articles and blogs, written between 28 March and 11 June 2009, that is, the period from the start of the outbreak till the WHO announcement of the pandemic. Findings show that the interaction between traditional and digital media as well as the interaction between warnings about swine flu and previous warnings about other epidemics contributed to a heightened discourse of blame and counter-blame but also, more surprisingly, self-blame and reflections about the role the media in pandemic communication. The consequences of this increase in metacommunication for research into crisis communication are explored.
ABSTRACT: This study examined the prevalence of metacommunication in televised news broadcasts and Web coverage of Operation Iraqi Freedom. Prior scholarship on metacommunication, media narcissism, and self-reflexive reporting has primarily been conducted in analyzing the news coverage of political campaigns, through the content analysis of televised and print media. This study was a quantitative content analysis that explicated the metacommunication concept by applying it to a military conflict and comparing two electronic media channels. Building on the prior established metacommunication frames that examined the extent and type of self-reflexive media coverage and the media's evaluation of the strategy/process of public information efforts, the current study's findings indicated that metacommunication was a prevalent news frame in the coverage of the U.S. war with Iraq in 2003. Of the two types of metacommunication frames that were examined in this study, findings indicate that the self-reflexive frame was relied on more frequently than the strategy/process frame. Text (Electronic thesis) in PDF format. System requirements: World Wide Web browser and PDF reader. Mode of access: World Wide Web. Title from title page of source document. Document formatted into pages; contains 116 pages. Thesis (Ph. D.)--University of Florida, 2004. Includes vita. Includes bibliographical references.
- Kress G. R.
Information and codification: A philosophical approach
- G Bateson
News use across social media platforms 2016
- F Gottfried
- E Shearer
News narratives and television news editing (Master’s thesis). Faculty of the Louisiana State University and Agricultural and Mechanical College in The Manship School of Mass Communication
- K E Henderson
The new era of visual communication
- B Bajarin
Introduction to structural analysis of the narrative. Occasional paper, Centre for Contemporary Culture Studies
- R Barthes
Photographic images and gender in sports illustrated for kids
- M C Duncan
- A Sayaovong
Why visual communication is the most important skill for Journalists in 2015. The Huffington Post
- Z Kitschke
Bleacher Report and ESPN cash in on the NBA’s Instagram Popularity
- S Patel
Instagram now tops 400 million users and 40 billion photos
- D Alba
The sports hero meets mediated celebrityhood
- L R V Berg
Who shot sports: A photographic history, 1843 to the present
- G Buckland
The beginner’s guide to media metrics: Engagement. Hootsuite
- K Dunham
Hero worship in America
- O E Klapp
The franchise: A history of sports illustrated magazine
- M Maccambridge
Facebook launches stories to complete its all-out assault on Snapchat
- C Newton
Why visual communication is taking over the world
- M Nielson
Photos and videos as social currency online. Pew Internet & American Life Project
- L Rainie
- J Brenner
- K Purcell
Timeline: Evolution of storytelling with pictures
- A Thorpe