Futbolistas en Twitter. Una plataforma para la autopromoción
DOI:
https://doi.org/10.26441/RC20.2-2021-A15Palabras clave:
fútbol, Twitter, jugador, fans, conversación, marca, análisis de contenido, NodeXL, autopromociónResumen
La aparición de las redes sociales ha proporcionado a los futbolistas un medio novedoso y muy eficaz para llegar a sus seguidores e interactuar con ellos. Este nuevo giro en las relaciones entre jugadores y aficionados ha suscitado un reciente debate (Cleland, 2009) sobre los intentos de estos deportistas de conectarse con el público y potenciar sus imágenes de marca a través de Twitter (Hutchins, 2011).
La presente investigación pretende analizar los aspectos del comportamiento en Twitter de los cinco futbolistas que compiten en las principales ligas europeas con mayor número de seguidores en la red de microblogging. Se trata de ver cómo se relacionan estos deportistas con sus aficionados, con quienes hablan y de qué hablan, con el fin de determinar la forma en que estas personas utilizan Twitter para crear marcas personales y forjar conexiones entre ellos y los clubes para los que juegan y los aficionados.
El análisis de contenido se utilizó para detectar los patrones de difusión de los mensajes e identificar a los principales protagonistas de las conversaciones examinadas. También se analizaron las redes semánticas y el uso de hashtag para encontrar correlaciones significativas entre las palabras. Para esta parte del análisis se utilizó NodeXL, programa de software de código abierto más utilizado en el análisis de redes sociales (Hansen, Shneiderman & Smith, 2010).
Uno de los principales usos que hacen de Twitter está vinculado a la autopromoción. Además, los perfiles de estos futbolistas suelen apoyar iniciativas y campañas solidarias.
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