We hate that school: A content analysis of rivalries and student-run Barstool Sports accounts by Jonathan Cody Friesen B.S., Kansas State University, 2019 A THESIS Submitted in partial fulfillment of the requirements for the degree MASTER OF SCIENCE A.Q. Miller School of Journalism and Mass Communications College of Arts and Sciences KANSAS STATE UNIVERSITY Manhattan, Kansas 2021 Approved by: Major Professor Dr. Jacob Groshek Copyright © Jonathan Friesen 2021. Abstract Rivalries are a unique aspect of college life. The longstanding traditions that these rivalries bring to individuals provide a sense of excitement on campus. Still, sometimes these rivalries can cross a line between competition on the field and a feud in the stands. As technology has developed and the role of social media is constantly changing, the trash-talk between fans of rival schools is becoming more public and, in some cases, more uncivil. The study examines multiple college sports rivalries and interactions on Twitter among student-run Barstool Sports accounts. Specifically, this study looks into the behavior towards rivals using eight Barstool Sports student-run accounts across four different college rivalries. This study found six different characteristics, which can inform future studies of individual fan behavior on social media, three of which are negative, namely (1) Glory out of reflected failure. (2) Replying to the rival account. (3) Targeting the rival using stereotypes. The study found three positive instances that these accounts relied upon: (4) Using humor relatable to students at the school. (5) Creating conversations online for fans of the school. (6) Expressing pride for alumni or university. The Social Identity Theory is used to identify the in-group behaviors of sports fans and the created out-group biases. Uses and Gratifications Theory was also used to explain the data. This study aims to fill a gap in the existing literature on negative behavior on social media in college athletics and explicate further the concept of glory out of reflected failure or schadenfreude between rivals. As the guidelines for social media change, this study could help provide insight on the behavior of sports fans who use these accounts like Barstool as a catalyst to fuel the hatred towards a rival. Table of Contents List of Figures…………………………………………………………………………………….vi Acknowledgments……………………………………………..….…………….……………….vii Chapter 1- Introduction……………………………………………………………………………1 When Sports Rivalries Go Too Far……………………………………………………………1 Purpose of the Study…………………………………………………………………………...4 Theoretical Perspective………………………………………………………………………...5 Study Findings and Significance………………………………………………………………5 Chapter 2- Review of Literature…………………………………………………………………..7 Barstool Sports………………………………………………………………………………...7 Technology History……………………………………………………………………………9 New Twitter Policies and the Suspension of Users…………………………………………...9 College Athletics and Student Attachment………………………………………………..…10 Emotions on Social Media During Games….……………………….……………………….11 Level of Enjoyment During Games….………………………………………………...……12 Civility on Social Media………..……………………………..……………………………..12 History of Rivalries………………………………………………………………………….13 Kansas versus Kansas State…………………………………………………………….…..13 Alabama versus Auburn………………………………………………………………….....14 Oklahoma versus Texas…………………………………………………………………….14 Ohio State versus Michigan……………………………………………………………...…15 Theoretical Framework………………………………………………………………….…15 Social Identity Theory……………………………………………………………………..15 Glory Out of Reflected Failure……………………………………………………………16 Self-Esteem Strategies……………………………………………………………...…….16 Uses and Gratifications Theory…………………………………………………………..17 Conclusion of Literature Review…………………………………….……………………..19 Chapter 3- Methodology…………………………………………………………………………20 Research Questions and Hypothesis…..………………….………………………………...21 iv Overview of Sample……...……………...………………….…………………………………...23 Chapter 4- Findings…………………………………………………………………..…………..24 Glory Out of Reflected Failure………………………………………………………………24 Replying to Tweets of the Rival School …………………………...………………….……26 Targeting Rival with Stereotypes……………………………………………………………28 Humor………………………………………………………………………………………..31 Conversations Among Fans………………………………………………………………….32 University Pride…………..……………………………………………………………….…34 Explicit Language……….…………………………………………………………………...36 Uncivil Behavior……………………………………………………………………….….…38 Glory Out of Reflected Failure…………………………………………………………....…39 Summary……………………………...……………………………………………………....40 Chapter 5- Discussion……………………………………………………………………………42 Summary of Results…………………………………………………………………………..42 Theoretical Implications ……………………………………………………………………..42 Limitations……………………………………………………………………………………43 Suggestions for Future Studies …...………………………………………………………….44 Conclusion……………………………………………………………………………………45 Chapter 6- References……………………………………………………………………………46 Appendix……………………………………………………………………………………..51 v List of Figures Figure 4-1: Glory Out of Reflected Failure.…………………………………………..…25 Figure 4-2: Glory Out of Reflected Failure Outside of Sports……………...………...…26 Figure 4-3: Rival Replying to Rival's Tweet……….………………………….………...27 Figure 4-4: Rival Tagging Other Conference Opponent ………….……...…………..…28 Figure 4-5: Targeting Rival Using Pop-Culture References…………………..…………29 Figure 4-6: Targeting Rival Using Socioeconomic Stereotypes Towards Rival Fans…..29 Figure 4-7: Targeting Rival Stereotypes of Non-Conference Rival ……………….……30 Figure 4-8: Using References to Campus as a Form of Humor………………………….31 Figure 4-9: Using Stereotypes as Self-Depicting Humor………………………………..32 Figure 4-10: Live-Tweeting Emotions During Rivalry Game …..………………………34 Figure 4-11: Creating Conversation with Older Followers ……………………………..34 Figure 4-12: Expressing University Pride………………………………………………..35 Figure 4-13: Expressing Support for Current and Former Student-Athletes…………….36 Figure 4-14: Instance of Explicit Language Towards Rival…………………..………....37 Figure 4-15: Using Explicit Language in Positive Instances………………………….…38 Figure 4-16: Uncivil Behavior Sparked by Uncivil Action in Rivalry Game…………...39 Figure 4-17: Glory Out of Reflected Failure After Rivalry Game……………………....40 vi Acknowledgments It all started when my roommate Avery Osen and I were having a conversation about working in sports in 2018. We spoke about the opportunities available working in sports, which sparked an entirely new chapter in my professional and academic career. I am so grateful for Avery's help through this entire journey, from answering the late-night questions about this study to heading to Kauffman Stadium for a night at the ballpark. Thank you to Dr. Jacob Groshek for assisting me in the development of this thesis. I had the opportunity to present this idea to the AEJMC conference with the aid of Dr. Groshek, which gave me the confidence to further this research. I always appreciated your feedback and your knowledge of the vast realm of social media research. Dr. Raluca Cozama helped me develop this idea from the very beginning, and I am incredibly grateful for helping me narrow this idea into an academic work that I am proud of. Thank you for your willingness to guide me into and through this journey of graduate school. Thank you, Dr. Smethers, for the constant support and belief you have had in me from the second I walked into Kedzie Hall in the Fall of 2018. Your welcoming spirit made me feel at home at Kedzie. Most importantly, I would like to thank my parents, Steve and Michele Friesen, for their constant support of whatever venture that I choose to explore. I would not be where I am today without them. Thank you to my brother, Collin Friesen, for encouraging me through this journey and showing me Kansas State University. I would not be where I am today without the unwavering support of my family, and I am beyond grateful for what they have done for me. vii Chapter 1. Introduction When Sports Rivalries Go Too Far In the final minute of the 2019 football contest known as the "Sunflower Showdown" between in-state rivals the University of Kansas and Kansas State University, the Kansas Jayhawks scored a touchdown. It was a meaningless touchdown as the Kansas State Wildcats won the game 38-10, the eleventh straight win by Kansas State in the football rivalry. One might question the reasoning as to why the Jayhawks were so determined to score when the game was so far out of reach. In its simplest form, it all comes down to school pride, but not all games between rivals end as smoothly as this contest ended. It was just another night of college basketball at Allen Fieldhouse in Lawrence, Kansas, on the 21st of January 2020. The Kansas Jayhawks were wrapping up a dominant 81-59 victory over in-state rival the Kansas State Wildcats. This has been a consistent occurrence in the rivalry as the Wildcats had not won inside the historic arena since 2006. Many fans on each side of the rivalry knew the game was over. Several fans were already heading for the exits or turned off the television. It is a common occurrence in basketball that when a team is leading by a significant margin within the closing seconds of the game, the team will not try to make an effort to score, and that is what the Jayhawks had intended to do. A Kansas State player stole the ball and made an effort to score one last basket, but the Kansas player blocked the shot and stood over the Kansas State player. This action sparked a scuffle that bled into the handicap seating section at the end of the court. A few players attempted to throw punches, and