Digital Media in Sports - Olympics and Micro-Influencers

The landscape of sports media has undergone significant transformation in the digital age, particularly in the context of major sporting events like the Olympics. This article examines recent research on digital media in sports, focusing on the evolving role of social media, the emergence of micro-influencers, and the changing nature of sports journalism and storytelling.

The Digital Transformation of Sports Media

The digital revolution has fundamentally altered how sports content is created, distributed, and consumed. Filo, Lock, & Karg (2020) provide a comprehensive overview of this transformation, highlighting how digital technologies have reshaped fan engagement, athlete branding, and sports marketing. Their work underscores the need for sports organisations to adapt to this new digital ecosystem.

Hutchins & Rowe (2022) further explore the intersection of digital media, technology, and sports culture. They argue that the network society has created new power dynamics in sports communication, challenging traditional media structures and enabling more direct athlete-fan interactions.

Social Media and Fan Engagement in Sports

Social media platforms have become central to sports communication strategies. Hambrick & Svensson (2018) investigate how sports organisations use social media to engage consumers, finding that interactive and behind-the-scenes content tends to generate the most engagement. This aligns with the findings of Newland & Hanlon (2020), who examine the social media practices of National Sport Organisations and emphasise the importance of strategic content planning.

In the Olympic context, Angelini & Billings (2021) analyse the volume and timing of tweets during the Olympic Games, revealing patterns in social media activity that correspond with key events and athlete performances. Their work highlights the real-time nature of digital sports coverage and its impact on audience engagement.

The Rise of Micro-Influencers in Sports

The emergence of micro-influencers has significantly impacted sports marketing and athlete branding. Enke & Borchers (2019) provide a conceptual framework for understanding the role of social media influencers in strategic communication, which can be applied to the sports context. Their work emphasises the authenticity and relatability of micro-influencers, traits that are particularly valuable in sports communication.

Manoli (2020) specifically examines the rise of micro-influencers and their impact on digital marketing strategies. In the sports context, this is particularly relevant for lesser-known athletes or those in niche sports who can leverage their specific audience to create valuable partnerships.

Su et al. (2020) offer a timely analysis of athlete engagement on TikTok during the COVID-19 pandemic, demonstrating how athletes can use emerging platforms to maintain fan relationships even in the absence of live sports events. This study is particularly relevant for understanding how Olympic athletes might engage fans between Games.

Digital Storytelling and Sports Journalism

The digital age has transformed sports journalism and storytelling. Vann (2019) explores innovative approaches to content creation in digital sports journalism, highlighting the shift towards more interactive and multimedia-rich storytelling formats. This evolution is particularly evident in the current Paris Olympic coverage, where complex narratives unfold across multiple platforms and formats.

Xu & Armstrong (2022) analyse sports reporters' use of Twitter for storytelling, revealing how social media platforms are reshaping journalistic practices. Their findings suggest that Twitter enables more immediate and personal forms of sports reporting, which can be particularly impactful during live events like the Olympics.

Thorpe (2022) examines athlete-driven digital media, arguing that social media and digital platforms have empowered athletes to take control of their own narratives. This shift has significant implications for how Olympic stories are told, with athletes increasingly becoming their own media producers.

Olympic Games in the Digital Era

The Olympic Games have been significantly impacted by the digital revolution. Couture (2021) provides a content analysis of Twitter during the 2016 Rio Olympics, offering insights into how social media shapes the narrative around the Games. This study highlights the multilayered nature of Olympic discourse on social media, encompassing official communications, athlete posts, and fan reactions.

Kim, Kim, & Hur (2020) explore the concept of Paralympic legacy, focusing on the 2018 PyeongChang Winter Games. Their work underscores the potential of digital media to enhance the visibility and impact of Paralympic sports, a crucial consideration for inclusive sports communication strategies.

Ethical Considerations and Privacy Concerns

As sports become increasingly digitised, new ethical challenges emerge. Parry, Jones, & Wann (2021) examine online privacy concerns among sports fans, highlighting the tension between personalised fan experiences and data privacy. This is particularly relevant in the context of Olympic digital strategies, which often involve extensive data collection and analysis.

Pegoraro et al. (2021) offer a digital ethnography of female sports journalists' experiences on Twitter, shedding light on the challenges and opportunities faced by women in digital sports media. Their work emphasises the need for more diverse and inclusive digital sports narratives, including in Olympic coverage.

Conclusion

The literature reveals a complex and rapidly evolving landscape of digital media in sports. The Olympic Games, as a global sporting event, exemplify many of the trends identified in these studies: the rise of social media as a primary communication channel, the growing influence of athlete-driven content, the emergence of micro-influencers, and the transformation of sports storytelling and journalism. As digital technologies continue to advance, future research will need to address emerging platforms, evolving audience behaviours, and the long-term implications of these digital transformations on sports culture and communication.