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Tweeting with the Enemy? the Impacts of New Social Media on Sports Journalism and the Education of Sports Journalism St

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Tweeting with the Enemy? the Impacts of New Social Media on Sports Journalism and the Education of Sports Journalism St Volume 1 number 1 Journalism Education page 9 Articles All papers in the Articles section are peer reviewed and discuss the latest research in journalism and journalism education. These are intended to inform, educate and spark debate and discussion. Please join in this debate by going to www.journalism-education.org to have your say and find out what others think. Tweeting with the enemy? The impacts of new social media on sports journalism and the education of sports journalism students John Price, Neil Farrington & Lee Hall Sunderland Uni- versity Abstract. With more than 200m users worldwide, Twit- ter is becoming an increasingly significant tool for jour- nalists and their audiences. Yet, to date, there has been relatively little academic study of its impacts on the jour- nalism profession. This article provides one of the first attempts to investigate how Twitter is influencing jour- nalism, focusing on the specialist area of sports report- ing. Through interviews with members of a press pack, the article explores how Twitter is perceived by sports journalists, how it is affecting their professional relation- Articles Page 10 Journalism Education Volume 1 number 1 ships, and how it is being employed in everyday working practices. Findings suggest the new technology is creat- ing some problems and divisions among journalists, due partly to a lack of clear guidelines and best practice. While Twitter undoubtedly offers new journalistic opportuni- ties in terms of sourcing, publishing and accessing audi- ences, it poses a number of potential problems including workload, loss of exclusive source access and content, and abuse from readers. As a result, training in the use of Twitter should form an essential part of any sports jour- nalism course if future reporters are to get the best out of this social media. The article concludes by identifying the key areas which should be covered by such training. Key words: Twitter; sports journalism; Internet; social media; education Introduction From the introduction of the printing press, to the telegraph, to the arrival of the Internet, changes in technology have always shaped the nature and delivery of journalism (Conboy, 2004). As Temple (2008, p.2) has observed: ‘Change is an essential factor in journalism.’ Taking this idea as its foundation, this article seeks to explore how a recent technology is changing the nature of journalism. If good journalism involves saying a lot in a few words, then Twitter’s 140 characters could provide one of its greatest tests. So far, relatively little research has been done on the influence of the online platform on the journalism profession. As Ahmad (2010, p.147) states: ‘Within academia... virtually nothing has yet been published on Twitter in journalism studies, the social sciences or, for that matter, in the field of media studies.’ This article takes one of the first steps in addressing this shortage by examining how Twitter is affecting the world of sports journalism. Sports journalism has become one of the most important sections of the UK media, increasing greatly in the amount and prominence of coverage it receives (Boyle, 2006a) and the respect it gets within the wider profession (Boyle, 2006b). As in other forms of journalism, the character and practices of sports reporting is open to revision in line with social and technological movements. As Boyle says: ‘Print sports journalism adapts and changes... to the arrival and consolidation of each new wave of media development and its wider social impact’ (2006a, p.54). Some initial work has been done to assess how Twitter is shaping the attitudes and working practices of sports writers in the US (Schultz & Sheffer, 2010). Here, we seek to perform a similar task in relation to the UK sports press. It will do so by addressing the following questions: • How are sports journalists adapting to and using Twitter in their work? • What do these journalists perceive to be the major benefits and drawbacks of Twitter for their profes- sion so far? • What lessons does this have for the training of future sports journalists? The article combines an analysis of examples of Twitter in action with new empirical research into the perceptions and practices of sports journalists. Articles Volume 1 number 1 Journalism Education page 11 The new empirical material used in the article is drawn from structured interviews with sports journalists covering the Premier League fortunes of Sunderland and Newcastle United in the north east of England. The beat is covered by three regional newspaper organisations (Trinity Mirror’s Newcastle Chronicle and Journal, Northeast Press – including the Sunderland Echo and Shields Gazette - and Newsquest’s North- ern Echo). A number of national newspapers also have sports journalists covering the area on a full-time basis. These reporters typically cover a Sunderland home game one weekend and a Newcastle home game the next. As such they have close links with players and press officials from both clubs. Material has been gathered from seven sports journalists, comprising three reporters from regional titles and four writers working for the national press. Journalists were purposively sampled to gather information from a variety of perspectives. In other words, not all the reporters interviewed are social media fanatics. Some use Twit- ter regularly, some use it occasionally, while some choose not to use the platform at all (for more details on this see the findings section below). It must be acknowledged that the scope of research here is limited to a sample of print journalists, cover- ing predominantly football, in one part of the country. Any findings must therefore be seen in this light and future research needs to expand on work here; for example, looking at the practices of broadcast and online journalists, the influence of sports and digital editors, and the views of fans and readers. However, the focused nature of this study has some advantages over other possible approaches. A case study approach allows for an in-depth examination of a particular context which can then be applied to other, similar contexts. The north east beat analysed in this article has many parallels to other parts of the country where national and regional journalists regularly report on a small number of football clubs. Its conclusions therefore have wider relevance. Furthermore, a case study approach allows us to explore not only the individual perceptions and practices of journalists but also the relationships between colleagues and the changing dynamics of a relatively close knit press pack. As journalists do not work in a vacuum, an understanding of their working relationships is crucial to a fuller understanding of their professional output. The following section will provide a general introduction to Twitter, discussing the nature of the platform and its potential uses by journalists. The article then moves on to analyse some specific examples of sports stories derived from Twitter, examining the implications of these for journalists and their relationships with sports stars. This is intended to provide context for the subsequent section in which new empirical findings are presented. These findings explore journalists’ perceptions of Twitter and how it is affecting their prac- tices and relationships with one another. Finally, a conclusion will draw together the main findings of the article and discuss their implications for how the sports journalists of the future should be trained. Twitter and journalism Twitter is now an everyday tool for many journalists. It can be used as a publishing platform or as a mar- keting medium to highlight a personal brand or to divert followers to print or digital output. The service has empowered journalists with a new means to research stories, contact sources and uncover information. Moreover, Twitter offers an opportunity for journalists to maintain a relationship with their audience that extends beyond the sporadic interactions of print publications in letters pages or comments on articles published online. As Fahri argues: ‘Twitter can be a serious aid in reporting. It can be a living, breathing tip sheet for facts, new sources and story ideas. It can provide instantaneous access to hard-to-reach news- makers, given that there’s no PR person standing between a reporter and a tweet to a government official or corporate executive. It can also be a blunt instrument for crowdsourcing’ (2009, p.2). At its most basic level Twitter is an online information sharing service, a micro-blogging platform that enables users to create 140-character updates, ‘tweets’. Tweets are published to the user’s stream of updates which can be followed, and subsequently ‘unfollowed’ by others. Users who access Twitter via mobile or desktop websites, or through popular readers such as Tweetdeck, view a real-time cascading timeline of messages from everyone they are following. Essentially it is a tool for managing trusted sources of informa- tion and entertainment from celebrities to sports stars, friends and family to colleagues. Like other social media success stories, such as Facebook - Twitter’s evolution has been driven by its us- ers. For instance, a means of message amplification developed when people began to ‘retweet’ messages, ef- fectively introducing the message and originator to a new stream of followers. This was originally achieved by prefixing a duplicate of the original message with RT and the name of the original tweeter. This method is critical to the tool’s appeal for journalists as it provides a means for virally spreading information to a new audience. The retweet function is now built in to Twitter’s interface. The service was created in 2006 and grew steadily. Its potential as a journalistic tool was highlighted when it was used as a platform by eyewitnesses to report the Hudson River plane crash in January 2009 (Beau- Articles Page 12 Journalism Education Volume 1 number 1 mont, 2009).
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