Football players on Twitter. A platform for self-promotion

Authors

DOI:

https://doi.org/10.26441/RC20.2-2021-A15

Keywords:

football, Twitter, player, fans, conversation, branding, content analysis, NodeXL, self-promotion

Abstract

The emergence of social media has provided footballers a novel and highly effective means of reaching out to and interacting with followers. This new twist in the relationship between players and fans has sparked recent debate (Cleland, 2009) on players’ attempts to connect with sports audiences and publicize their brand images via Twitter (Hutchins, 2011).

This research analyses aspects of the Twitter behaviour of the five football players who compete in the major European leagues with the greatest number of Twitter followers such as how these athletes relate to their fans, who they talk to and what they talk about via this medium in order to determine how these individuals use Twitter to build personal brands and forge deeper connections between themselves and the clubs they play for and fans.

Content analysis was used to detect message dissemination patterns and identify the main protagonists of Twitter conversations examined. Semantic networks and hashtag use were also analysed to identify significant correlations between words. NodeXL, one of the most widely employed open code software programs in social network analysis was used for this part of the analysis (Hansen, Shneiderman & Smith, 2010).

One of the main uses they make of Twitter is linked to self-promotion. In addition, the profiles of these football players often support solidarity initiatives and campaigns.

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Author Biographies

Koldobika Meso Ayerdi, Universidad del País Vasco

Doctor en Periodismo por la Universidad del País Vasco/Euskal Herriko Unibertsitatea y Profesor Titular de Redacción Ciberperiodística, además de la asignatura Bases teóricas y metodología de la investigación en ciberperiodismo en el Master de Investigación Social y de la Comunicación de la misma universidad. Sus principales líneas de investigación son el ciberperiodismo, la innovación educativa y la comunicación corporativa, tal y como lo avalan los diferentes proyectos de investigación que ha dirigido y en los que participa. En la actualidad es director del Departamento de Periodismo.

Jesús Ángel Pérez Dasilva, Universidad del País Vasco

Doctor en Periodismo por la Universidad del País Vasco/Euskal Herriko Unibertsitatea , en donde imparte la asignatura de Redacción Ciberperiodística. Igualmente, es profesor de la materia Bases teóricas y metodología de la investigación en ciberperiodismo en el Master de Investigación Social y de la Comunicación del que ha sido su máximo responsable. Sus principales líneas de investigación son el ciberperiodismo, los modelos de comunicación y la innovación educativa.

Terese Mendiguren Galdospin, Universidad del País Vasco

Doctora en Periodismo por la Universidad del País Vasco/Euskal Herriko Unibertsitatea y Profesora de Periodismo de la misma universidad. Imparte la asignatura Locución Informativa en el Grado de Periodismo, Locución en Televisión en el máster de Periodismo Multimedia de El Correo-UPV/EHU y Comunicación Emocional en el Máster de Comunicación Multimedia de EITB-UPV/EHU. Actualmente es Vicedecana de Comunicación y Relaciones Externas de la Facultad de Ciencias Sociales y de la Comunicación de la UPV/EHU.

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Published

14/09/2021

How to Cite

Meso Ayerdi, K., Pérez Dasilva, J. Ángel, & Mendiguren Galdospin, T. (2021). Football players on Twitter. A platform for self-promotion. Revista De Comunicación, 20(2), 277–301. https://doi.org/10.26441/RC20.2-2021-A15

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