Power shifts
As discussed in my earlier blog post, the traditional mass media model saw media outlets (senders) having control over narratives and the flow of communication towards receivers (McQuail & Deuze, 2020). Following profound advancements in technology, the evolution of social media has disrupted this traditional sport-media nexus shifting the balance of power with decentralised communication allowing for interchangeability between senders and receivers, enabling diverse voices to emerge and reshape the way in which sport is consumed (McQuail & Deuze, 2020).
Format shifts
The traditional format emphasised factual, serious coverage aimed at wide audiences with little room for alternative narratives and creative engagement (Gantz & Lewis, 2014). Today, social media has disrupted this format, introducing an open, interactive field where anyone can create, share and consume content, presenting several new opportunities:
- Engaging new, young audiences: the playful nature of social media platforms such as TikTok allows athletes, teams and media organisations to produce creative and fun content, ensuring the relevance of content to younger demographics in an age of declining traditional media consumption (Twenge et al., 2019).
- Empowering athletes: social media provides a platform for athletes to share their insights, build personal brands and connect more directly with fans, disrupting traditional media hierarchies and allowing for a more authentic, unfiltered relationship between athletes and fans.
- Innovative storytelling: collaborations with social media creators enable broadcasters to experiment with new formats blending humour, creativity and behind-the-scenes access and personal insights into sports coverage.
New ways in which sport is consumed
One new way of consuming live sport is through the rise of streamers, where viewers opt to watch a game in a more fun, relaxed way with streamers who may be less formal and perhaps informed/well-established/respected than traditional sports presenters, pundits and commentators (Ock et al., 2024)
While Gantz and Lewis (2014), suggested that this new media format has risen at the expense of traditional media, McQuail and Deuze (2020), suggested that newer media is more likely to accelerate and change traditional media rather than replace it. As Lewis et al. (2017) suggested, it may not always be a clear-cut distinction between traditional and new media with traditional media outlets now blending the two together with some traditional, formal content whilst exploring newer, creative content through social media platforms.
This blend of traditional and new media may be evident in an example from Sky Sports, who have introduced a new ‘watch along’ consumption format, similar to what is produced by streamers, where well-known and established pundits stream the game in a more relaxed, fun format streamed on YouTube:
Mediatization and Media-Specific Shifts
The evolution of the Olympics into a media spectacle has shifted its core dynamics from amateurism to professionalism, and from traditional sports formats to those optimized for television (Bale & Christensen, 2004; Schaffer & Smith, 2000). NBC’s extensive use of influencers complements its 3,600 hours of Olympic coverage by embracing the transformative process of mediatization (Couldry, 2008). This strategy aligns with the shift to digital platforms, which enable athletes and fans to create and share content that may challenge traditional media narratives (Jenkins, 2003; Benkler, 2006).
Challenges of new media
While new media offers creative opportunities, it also introduces challenges for sports organisations. One stand-out factor among these concerns is regarding the ability of fans and athletes to express themselves freely. While this does allow for more authenticity and creativity, it also opens institutions up to unregulated content with a potential for harmful misinformation, online abuse and reputational risks for athletes, organisers and sponsors (Finlay, 2017; Kavanagh et al., 2022).
As we mentioned, the rise of social media has led to decentralised communication reducing the level of power and control held by mass media. However, platform creators such as Meta and Google wield significant control and influence over content success through algorithms and data collection (Tatjana Hödl & Myrach, 2023). This raises the question: does new media truly decentralise power and control, or does it rather present an illusion of empowerment while consolidating influence in the hands of a few tech giants?
Media and Digital Transformation in Sport 