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Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky. Media and Sport: Perspectives and differentiation. Theory

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Idea Transcript


Prof. Dr. Thomas Horky 8th Play the Game Conference on Sports and Society Aarhus/Denmark, October 2013

Social Media Agenda Setting in Sport The thematisation of German sports on Social Media at the Olympic Games 2012

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Introduction and Terminology

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Media and Sport: Perspectives and differentiation Theory of Agenda Setting - Mass media doesn't really influence what we think but determines what we are going to reflect about. Mass media defines the issues on our agenda: thematisation and order of themes Concept:

Methods

(see. Bonfadelli 2004)

Thematisation Period 1

Content analizis

Selection of topics in the media

Instances Period 2 Selection of topics in the media

Mass communication

Public Qestionnaire

Agenda of the audience

Agenda of the audience

Design of Agenda Setting Studies Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Audience

Media and Sport: Perspectives and differentiation Theory of Agenda Setting - Mass media doesn't really influence what we think but determines what we are going to reflect about. Mass media defines the issues on our agenda: thematisation and order of themes Concept:

Methods

(see. Bonfadelli 2004)

Thematisation Period 1

Content analizis

Selection of topics in the media

Instances Period 2 Selection of topics in the media

Mass communication

Public Qestionnaire

Agenda of the audience

Agenda of the audience

Design of Agenda Setting Studies Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Audience

Transformation of public by Social Media Social Networks offer feedback channel, opportunities for participation by the user = user generated content = change from „one-to-many“ to „many-to-many“ or „many-to-one“ Requirements to the development of Social Media: - Democratization of the resources for production (mobile devices, digital cams, blogs etc.) - Democratization of the resources for publication (no supporting medium necessary) Major/Significant Social Media-channels: - Facebook - Twitter - Google+ - YouTube - Blogs - Web-TV (Live-Streaming) - Video- and Photo-Sharing-platforms (Instagram, Pinterest)

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Media and Sport – New Topics with New Media Perspectives of Sport and Social Media and the thematisation of sports

Perspective 1: Athletes Perspective 2: Organizations

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Perspective 3: Social Media Agenda Setting

Perspective 1: Athletes

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Athletes on Social Media - Cristiano Ronaldo with more than 60 million fans - Mo Farah with extraordinary Tumblr-Site - German Field Hockey-Gold medalist Moritz Fürste is very active, but with not many fans yet

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Athletes on Social Media - German gymnast Marcel Nguyen was „Social Media-Winner“ of the Olympics 2012 – highest increase of fans/likes on his Facebook-Site, most commentary and likes of an update during the games (Source: Blog „Insdiskretion Ehrensache“/2012)

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Athletes on Social Media - Swimmer Christoph Fildebrandt with the highest „talking about-rate“ – his few fans talked a lot about his Facebook-site. (Source: Blog „Insdiskretion Ehrensache“/2012)

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Athletes on Social Media - Field Hockey-Player Maximilian Müller with the highest „interaction-rate“ – his few fans talked a lot about every update on his Facebook-site (Source: Blog „Insdiskretion Ehrensache“/2012)

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Athletes on Social Media: Dangers - Beginning of 2012: Olympic Highjumper Ariane Friedrich fought against a Facebook-stalker, consequence: reporting and discussion about security and gloatingly commentary on Social Media

- Consequence: stop of her Facebook-Site, linked now just to Wikipedia

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Perspective 2: Organizations

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Federations/Sports on Social Media -

IOC / „Olympic Athletes‘ Hub“ of the International Olympic Committee

-

strong figures, but no really interaction on the site

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Federations/Sports on Social Media - High financial volume: „DOSB / German Olympic Hub“ - Small financial volume: „drv.de“ (German Rugby Federation / upcoming olympic sport)

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Federations/Sports on Social Media - High financial volume: „DOSB / German Olympic Hub“ - Small financial volume: „drv.de“ (German Rugby Federation / upcoming olympic sport)

-

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

off air during financial problems of the German rugby federation

Federations/Sports on Social Media - Federation of small sports gather attention with Social Media - German Hockey Federation with homepage, Twitter-account and furthermore accounts of women‘s and men‘s team

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Perspective 3: Social Media Agenda Setting

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Scandals Example: ARD-Commentator Carsten Sostmeier at the Olympics 2012 in London / Riding – „…denn seit 2008 wird zurückgeritten…“ (31.07.2012) – a known Nazi statement…

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Scandals Example: Carsten Sostmeier: gloatingly comments and harrassments on Facebook, the attempt of quiet and slow reporting in quality media

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Fakes Example: Natascha Keller / Field Hockey – faked tweet of the German flag-bearer about Greek athletes just before the Olympics 2012 in London – Keller stopped all her Social Media activities

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Rumors Example: Robert Lewandowski (Borussia Dortmund) – transfers and statements in Football

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Social Media News Social Media is a growing and important distribution channel for news i.e. with links to traditional media stories, with links to different sources and with aggregation of information

Social Media generates new information (photos, citation, special views), which are unavailable for sports journalism concerning the strict regulations of sports federations Examples: Hamburger Abendblatt, 11.02.2013

Welt, 16.02.2013 F.A.Z.,12.02.2013

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Social Media News Survey of Social Media News in Germany via Website 10.000 Flies in 2013 (daily statistic of the most liked articles on Facebook, Twitter and Google+) – main results:

- Social Media is dominated by stories of traditional media as sources for links - Usual most linked section is politics followed by sports, at big events sports dominates Social Media - Most linked articles on Social Media in politics are traditional journalistic stories, in sports section the most linked articles are stories and information of the federations = PR

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Evaluation, Discussion and Conclusion

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Social Media Agenda Setting in Sport Circulating and dynamic process of mutual influence of traditional and social media - Event mostly in traditional media - Social Media is for commentating and emotionalizing - Traditional Media is for verifying and authenticating Consequences - Increase of emotion and speed – communicative democratization

- Social Media as new public, create a pool of topics for traditional media - Focus on topics = Scandals, Rumors, Fakes and Social Media-News build up the Social Media Agenda Setting in Sports Journalism Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

Thank you for your attention! Further information: www.mhmk.org / [email protected] @thomashorky

Social Media Agenda Setting Sport – Prof. Dr. Thomas Horky

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