In today's YouTube video, we analyze NBC's strategy of sending 27 influencers to the Paris 2024 Olympic Games. We examine platform performance, engagement levels of creators, and the rationale behind these outcomes. Additionally, we discuss how these collaborations helped NBC reach new demographics and enhance content spreadability.
Storytelling Through Digital Creators ~ A New Narrative for the Olympics
The evolution of sports media in the 21st century has transformed storytelling, merging traditional coverage with digital creators' engaging narratives. Influencers on platforms like TikTok and Instagram connect fans to athletes during events like the Olympics, fostering community through user-generated content. This shift enhances emotional investment in sports and inclusivity.
Is TikTok revolutionising the Sport Industry? The Role of TikTok in Shaping Gen-Z Sports Culture through humour
TikTok has significantly transformed the sports industry, particularly through the International Paralympic Committee's engaging content strategy aimed at Gen-Z audiences. Humorous videos effectively raise awareness of disability sports but risk trivializing their seriousness. The challenge lies in utilizing humor to promote inclusivity while maintaining respect for the professionalism of athletes.
The future role of social media in relations to football
The English Premier League is the most interacted league within the UK, Europe, and the world (Pilger, 2014). Research shows that the international dominance of the Premier League is reliant on the world’s best players playing for the world’s best teams. Bringing in natural consumer engagement and therefore excessive media coverage. Media broadcasters adore reporting... Continue Reading →
What is Media Ecology? And how does it relate to the Beautiful Game? (2)
Media Ecology can be described as the study of media environments (Strate, 1999). Media ecology is still in it's infancy as we know it, because media is constantly evolving and changing (Nystrom, 1973). As we know, there are many different types of media when it comes to consuming sport through media platforms. Here are some... Continue Reading →
TikTok, the newest digital platform to secure its place in football
TikTok official partner of UEFA Euro 2020 football tournament In our first blog we explored how media was produced through 3 main forms, print media, radio and tv, in past decades. These media outlets, especially television, have been the catalyst for the vast expansions of audiences and capital injections leading to a broader range of... Continue Reading →
Have Social Media Disrupted Football Consumption?
While researching to write a chapter on digital and social media disruptions on the consumption of football for an upcoming book on The Business of FIFA I went about collecting data from a particular social media platform - YouTube - to discuss the possible transformations that the so-called digital revolution has caused on sport. For... Continue Reading →
How has social media changed the athlete-fan relationship?
The development of social media channels has no doubt enabled fans to be closer to their favourite team, athletes and personalities than ever before. However, just how much has social media changed altered the fan-athlete relationship and what are the positive or negative impacts as a result of this? The development of social media has... Continue Reading →
Media and Digital Transformation in Sport 