Whether it’s tweeting out the lineup for an upcoming game or announcing a new player signing, social media is a key tool for teams to get information out to their fans. It also allows them to expand their audience, boost brand awareness, and create a two-way conversation with their fans.
However, social media in sports is a complicated space to navigate. For example, athletes are constantly exposed to negative commentary and comparison from their peers, not to mention the constant threat of cyberbullying. In addition, athletes are being asked to speak out about topics like mental health, a big challenge for many who still feel the stigma of talking about it.
Social media can be a powerful tool for athletes in terms of training motivation, accessing new communities, and finding role models. However, it can also have a negative impact on an athlete’s identity. “There’s a fine line between being able to see other athletes on their journey and then getting caught up in the comparison game,” says TrueSport expert Charron Sumler.
With 38.6% of the reviewed articles focusing on this area, the foundation category primarily examines the basic aspects and functionalities of social media within the context of sport studies. This includes studying the use of social media, its characteristics, the adoption and perception of it, as well as how users respond to the platform’s content offerings.