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Public service media, sports and cultural citizenship in the age of social media: an analysis of BBC Sport agenda diversity on Twitter

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dc.contributor.author Ramon, Xavier
dc.contributor.author Rojas-Torrijos, José Luis
dc.date.accessioned 2021-10-05T05:57:06Z
dc.date.available 2021-10-05T05:57:06Z
dc.date.issued 2021
dc.identifier.citation Ramon X, Rojas-Torrijos JL. Public service media, sports and cultural citizenship in the age of social media: an analysis of BBC Sport agenda diversity on Twitter. Int Rev Sociol Sport. 2021. DOI: 10.1177/10126902211043995
dc.identifier.issn 1012-6902
dc.identifier.uri http://hdl.handle.net/10230/48563
dc.description.abstract As a crucial part of their mandate, public service media have historically used sports to construct and nurture cultural citizenship. In a landscape characterised by dwindling resources and growing competition from pay-TV channels and on-demand streaming services, concerns about how public service media will enhance cultural citizenship through new platforms, including social media, are all the greater. In the digital age, delivering diverse content should remain a foundation of public service media in their countless platforms: public media should not only concentrate on major sports but also provide exposure to traditionally underrepresented disciplines and individuals, including sportswomen and athletes with disabilities. Through content analysis, this research examines the agenda diversity offered by the British Broadcasting Corporation through its sports-centred Twitter account (@BBCSport). The analysis of 10,821 tweets indicates how the British Broadcasting Corporation's content reinforces, rather than counteracts, the long-standing diversity imbalances in the analogue age. This case study facilitates an understanding of the nuanced relationship among public service media, social media and sports, demonstrating that more content does not necessarily ensure diversity. The football-driven, male-centred and able-bodied agenda displayed by @BBCSport signals that public service media should reframe their social media strategies to adequately contribute to fostering cultural citizenship.
dc.format.mimetype application/pdf
dc.language.iso eng
dc.publisher SAGE Publications
dc.rights Ramon X, Rojas-Torrijos JL. Public service media, sports and cultural citizenship in the age of social media: an analysis of BBC Sport agenda diversity on Twitter. Int Rev Sociol Sport. 2021Copyright © 2021 by International Sociology of Sport Association and SAGE Publications. DOI: 10.1177/10126902211043995.
dc.title Public service media, sports and cultural citizenship in the age of social media: an analysis of BBC Sport agenda diversity on Twitter
dc.type info:eu-repo/semantics/article
dc.identifier.doi https://doi.org/10.1177/10126902211043995
dc.rights.accessRights info:eu-repo/semantics/openAccess
dc.type.version info:eu-repo/semantics/acceptedVersion

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