Výsledky projektu Sportovní komunikace na sociálních sítích: Analýza oficiálních facebookových stránek českých profesionálních sportovců a přijímání jejich sdělení publikem

The chapter focuses on the communication of selected Czech professional female athletes on social networks and the reaction of "fans" as a risk associated with their self-presentation in this environment. Critical comments addressed to athletes through social media can negatively affect both their career growth and personal life. On the other hand, social media are an opportunity for female athletes to present their achievements and opinions. Due to the fact that their male colleagues have received greater interest in traditional mass media, female athletes can partially "balance the ratio" through social media. Therefore, female athletes can not avoid the social media communication; hence it is highly desirable for them. As part of more extensive research focused on the communication of popular Czech professional athletes through Facebook, it was noted that female athletes face criticism more often than their male counterparts. This case study aims to reveal how these athletes communicate with their supporters via Facebook, and how fans respond to published messages. Furthermore, it is taken into account whether negative and annoying comments appear on selected official pages of selected Czech female athletes on social media, and if so, what they are aimed at. The results of the research show that, as far as the public perception of the described problem is concerned, the first step should be to stop being silent about the risks of communication between female athletes on social media and to start a cultivated discussion that could help alert these threats and reassure female athletes that they are "not alone."

ABSTRACT:
The study examines the presence of female skiers, with and without a disability, on the social media platform Facebook. It focuses on Czech and foreign athletes and discusses their posts, as well as promotional and commercial content published on their official Facebook pages. The study is based on a quantitative and qualitative analysis of the published content (i.e. texts, photos and videos, links, hashtags), taking into consideration fans’ reactions posted on the official Facebook pages of the selected athletes. Personal Facebook pages of four female athletes are reflected on. These athletes were successful at the World Championships in 2017. To provide consistency, all of the selected athletes are skiers (Tereza Kmochová – the Czech hearing impaired alpine skier, Šárka Strachová – the Czech alpine skier, Henrieta Farkašová – the Slovak visually impaired alpine skier and Mikaela Shiffrin – the American champion in alpine skiing). Three key research questions are posed: How the female skiers in question use their official Facebook pages for communication, promotional and commercial purposes? What are the similarities and differences present in Facebook communication of the female athletes with and without a disability? What are the similarities and differences in Facebook communication of these Czech and foreign skiers? The results prove, for example, that the ablebodied athletes post significantly more content on their official Facebook pages than the athletes with the aforementioned disabilities. Moreover, Tereza Kmochová who also participates in standard competitions tends to post more promotional content than Henrieta Farkašová who competes only in para alpine skiing.

KEY WORDS:
disabled athletes, disabled sport, impairment, Facebook, mediated sport, social media