Sports Communication on Social Media: Analyzing the Facebook Content of Czech Professional Athletes and Audience Reactions

• Thesis title in Czech: Sportovní komunikace na sociálních sítích: Analýza oficiálních facebookových stránek českých sportovců a reakce fanoušků
• Thesis title in English: Sports Communication on Social Media: Analyzing the Facebook Content of Czech Professional Athletes and Audience Reactions
• Key words: Sportovní komunikace, Komunikace sportovců/sportovkyň, Sociální media, Facebook, Komercionalizace
• English key words: Sports Communication, Athletes’ Communication, Social Media, Facebook, Commercialization
• Academic year of topic announcement: 2015/2016
• Thesis type: dissertation
• Thesis language: angličtina
• Department: Institute of Communication Studies and Journalism (23-IKSZ)
• Supervisor: doc. PhDr. Alice Němcová Tejkalová, Ph.D.
• Author: hidden - assigned and confirmed by the Study Dept.
• Date of registration: 21.09.2016
• Date of assignment: 21.09.2016
• Confirmed by Study dept. on: 21.09.2016
• Date and time of defence: 03.11.2021 15:00
• Venue of defence: Hollar - Smetanovo nábřeží 6,Praha 1, H212, 212, Hollar - místn. č. 212
• Date of electronic submission: 29.08.2021
• Date of proceeded defence: 03.11.2021
• Opponents: prof. Dr. Sascha Trültzsch-Wijnen

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Preliminary scope of work

Tato disertační práce se soustředí na zkoumání komunikace českých sportovců prostřednictvím sociálních médií se zaměřením na možnou komercializaci sportu v této oblasti. Cílem diplomové práce je analyzovat tuto komunikaci jak z pohledu sportovců, kteří komunikují prostřednictvím sociálních sítí, tak z pohledu jejich fanoušků, kteří dostávají zprávy sportovního i komerčního charakteru. Přestože studie zaměřené na tyto jevy byly realizovány v jiných zemích, v České republice dosud obdobná studie provedena nebyla. Komunikace sportovců prostřednictvím sociálních sítí s ohledem na její potenciál v kontextu sportovní komunikace jako celku je tématem aktuálního zájmu. Zkoumání zmíněných fenoménů významně rozšiřuje a obohacuje obor mediálních studií, konkrétně pak výzkum sportovní komunikace. Pomáhá také detekovat regionální specifika ve sportovní komunikaci a komercializaci sportu prostřednictvím sociálních médií. Výzkum se skládá ze dvou částí: první je obsahová analýza facebookových stránek vybraných sportovců, přičemž kódování dat po dobu celého roku vylučuje možnost zkreslení výsledků v důsledku sezónnosti. Druhou částí je analýza rozhovorů se sportovci nebo jejich manažery. Obě části se vhodně doplňují a dotvářejí celistvý obraz tématu.

Preliminary scope of work in English

This dissertation is aimed at exploring social media communication of Czech athletes, with a focus on the commercialization of their content. Its purpose is to analyze the subject from the perspective of the athletes who are communicating through social networking sites as well as from the perspective of their fans who are receiving their messages with both sports and commercial character. Although studies focused on athlete’s communication on social media and audience reactions to it have been conducted in other countries, similar studies have not yet been conducted in the Czech Republic. Athletes’ communication via social networks and its commercial potential is a topic of current interest. Exploring it is beneficial, and this work will expand the body of knowledge of the subject. It will also help to show the regional specifics of sports-related communication via social media and the commercialization of sports-related content. The research consists of two parts: the first is a content analysis of selected athletes’ Facebook pages, which encoded data over the course of one year in order to preclude distortion of the results due to seasonality. The second part is an analysis of interviews with athletes and some of their representatives. Both parts are mutually complementary and expand understanding of the subject matter.