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Use of New Media by Turkish Fans in Sport Communication: Facebook and Twitter

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Use of New Media by Turkish Fans in Sport Communication: Facebook and Twitter Journal of Human Kinetics volume 28/2011, 165-176 DOI: 10.2478/v10078-011-0033-x 165 Section III – Sport, Physical Education & Recreation Use of New Media by Turkish Fans in Sport Communication: Facebook and Twitter by Selami Özsoy1 This research examines the use of Facebook and Twitter, two social networks, for sportive reasons in Turkey. To this end, the literature was surveyed and a 5 Likert type data collection tool consisting of 21 questions was developed by the researcher based on the expert views. The sample of the research included 460 sport fans who are college students at Abant İzzet Baysal University and Sakarya University. It was found in the research that 91.7% of the participants had a profile on Facebook and 13.3% had a profile on Twitter. The rate of opening an account on Twitter, which still has no version in Turkish language, was low. It was found that the fans mostly followed the official site of their favorite team on Facebook, got informed about the sports activities through Facebook and learned news, which they did not hear from other sources. It was also ascertained that male fans used social networks for sportive reasons more than female fans did (p<.05). It is possible to state that social networks such as Facebook and Twitter have become a rapidly-developing alternative medium in sports against traditional media such as newspaper and television. Key words: sports, media, social networks. Introduction characterized as mostly a one-way communication system. On Web 1.0, a person or The Internet, which was introduced into company would generate a website and expect people’s lives within the last 20 years, has the target people to visit the website. Internet sites changed the mass communication media would offer a limited setting to create and spread radically. As Internet has become widespread, a distinctive content personally. Today, the personal and institutional web pages (Web 1.0) number of people having personal website is have shared the effectiveness of classical mass quite low. The new Web 2.0 has largely changed media tools such as newspaper and television. the communications medium. In the new media However, social media, which are called Web 2.0 setting, users generate their own content and applications, emerged at the early 2000s and have spread easily at very low costs. Thus, everyone become an alternative to classical media by has a voice in the new media setting. Some spreading rapidly. Social media are a rising examples of social media include blogs, forums, phenomenon and can be defined as "relating to message boards, picture and video sharing sites, the sharing of information, experiences and user-generated sites, wikis and podcast. Each of perspectives through community-oriented these tools helps facilitate communication about websites". Thanks to social media, the geographic ideas that users are passionate about, and walls that divide individuals are crumbling, and connects like-minded individuals throughout the new online communities are emerging and world (Weinburg, 2009). growing (Weinburg, 2009). When the expanding process of social media Social media are a part of what is referred to is observed, it is understood that it has grown as Web 2.0. Web 1.0, followed by Web 2.0, was fast, incomparable to the classical mass 1 - University of Abant İzzet Baysal, School of Physical Education and Sport, Dep. of Sport Management, Bolu, Turkey Authors submitted their contribution of the article to the editorial board. Accepted for printing in Journal of Human Kinetics vol. 28/2011 on June 2011. 166 Facebook and Twitter in Sport Communication communication tools. While radio reached 50 demographic is one that is growing at a very million users after 38 years, TV reached this fast rate. The people watching sports online number of users in 13 years. However, Facebook are typically people with large disposable accrued 100 million users in the first nine months incomes (Knight, 2007). (Steinbach, 2009). Many sports organizations also use online Upon strengthening of the Internet marketing methods to increase their income. infrastructure and use of mobile tools, Use of social networks in sports sector for opportunities to access social media have marketing reasons is also becoming common. diversified. Social media have become more than 51% of active Twitter users follow companies, settings accessed through only desktop or laptop brands or products on social Networks in USA computers. Thanks to the developing information (Edison Research, 2010). technologies today, access to social media through The effects of social networking sites in mobile phones, television and other similar advertising the sports activities were researched devices has become possible. Mobile phone as a case study in a marathon in USA. The companies in many countries provide free access program and promotion of 2009 Cincinnati Flying to social networks. There are more than 200 Pig Marathon was made through favorite social million active users currently accessing Facebook networks such as Facebook, Twitter and Youtube through their mobile devices (Facebook Statistics). and thus the awareness of this organization by a Studies conducted by Forrester Research large mass was increased at almost zero cost. The have revealed that young people in the USA marathon gained popularity and the interest in spend most of their time on social networks. the organization was much more than that in the According to this research, 51% of the ones at the previous years. Several big companies offered age of 12-17 and 70% of the ones at the age of 17- sponsorship for the next years’ organization 22 are active users of social networks (koniks.com, (Schoenstedt and Reau, 2010). accessed February 2011). In another research Interactive features of the social media carried out on college students in Canada, ensure a close connection between the athletes participants reported spending an average of and their fans. The celebrities use social media to 38.86 minutes on Facebook each day and had establish a direct connection with their fans on between 25 and 1000 Facebook friends Internet. An analysis was carried out in which the (Christofides et al., 2009). contents of the broadcast in the traditional media 79.6% (17,762) of the Internet users in Turkey and social networking sites were compared after a use social networking sites. The social network car accident that caused the famous American golf most frequently used by the Internet users is player Tiger Woods a heavy injury. After the Facebook at a rate of 72.4% (12,770) accident, Tiger Woods had to disclose his (comscore.com, 2009). According to a research extramarital affairs and got divorced. The analysis carried out on college students in Turkey, 70% of suggests that social-media sites are valuable the students have Facebook membership. 28% of public relations tools that athletes can use to the Facebook users visit the site once a day while quickly generate support that counteracts 17% of the users visit the site more than once a perceived negative media framing. Social-media day. In each visit to Facebook, 52% of the users sites also enable fans to enhance perceptions of spend less than one hour while 39% spend 1-2 closeness with athletes as fans interject themselves hours (Göker et al., 2010). into athletes' media narratives (Sanderson, 2010). Use of social networks for sportive reasons Facebook Sports events, the most attractive subject for Facebook, which is one of the largest social people, have become accessible through new networks in the world, has more than 500 million generation media as well as the classical settings. active users. Facebook was founded in 2004 by Social networks such as Facebook and Twitter, a Harvard undergraduate named Mark which are spreading day by day, are the most Zuckerberg. The site was limited to Harvard commonly used media for disseminating sports- students in its first month but quickly related news. expanded in response to growing popularity. The reports show that the online sport By the end of 2005, the site had expanded to Journal of Human Kinetics volume 28/2011 http://www.johk.pl bySelami Özsoy 167 over 2,000 colleges and 25,000 high schools the research, common social network activities (Sakuma, 2007). included posting photos both for distribution and The Facebook is a social networking site archival purposes; broadcasting information that allows users to create their own virtual about social gatherings and sports events; profile for the world to see. Users express gathering background information about new themselves by putting up their picture, giving friends and casual acquaintances; and making basic biographical information, and writing contact with lost friends and physically distant down their interests. Once a user has created acquaintances (Agosto and Abbas, 2010). their own page, they can interact with other According to the researches, other main objectives members by visiting their pages and of use of Facebook are as follows: Monitor and "friending" them. Adding someone as a friend audit, video, picture, music and opinion sharing, gives a user access to that person’s profile and playing games, organization, politics, e-trading, enables them to interact with them using a sexual, and notifications (Sanderson, 2010). variety of applications. The followings are In their very short history, social media have some of the most common applications had a profound effect on sport, as many leagues, available to Facebook members. teams, and athletes have embraced these Facebook site includes an "info" section with platforms as a way to talk directly about their descriptive data about the page subject, a section lives without having their messages filtered by where discussion forums can be created, and a any marketing or public relations figures. section where photographs and videos can be Framing athletes register for a Facebook uploaded, and the page can be linked to other account; he or she can create "official" Facebook social media channels and Web sites.
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