Sports and Social Media


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Lecture for T101 Media Life Summer 2011

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Sports and Social Media

  1. 1. Sports and social media<br />Nicky Lewis T101 Media Life / Summer 2011<br />
  2. 2. A Quick Introduction…<br />
  3. 3. Sports and Social Media: A Perfect Match<br />Immediate<br />Accessible<br />Fosters Fan Culture<br />
  4. 4. Fantasy Sports<br />Began as a relatively unknown niche hobby in the early 1980s<br />Enter the Internet: it has seen remarkable growth since the mid-1990s<br />
  5. 5. Some Basic Rules<br />All leagues are composed of multiple teams, with each team managed by a player<br />Each league has a commissioner, or one manager who oversees all activity that occurs within the league<br />The season begins with a draft, either live or automatic<br />Points are assigned to drafted players in accordance with performances during actual games<br />The cumulative points determine the winning managers of the fantasy game, who compete head to head against one another <br />League winners are determined at the end of the season based on the best winning record or point total<br />
  6. 6. Some Basic Stats (FSTA, 2009)<br />27 million users in the U.S., or 6% of the population<br />22% of American males, 18-49 with internet access, participate in the activity<br />Economic Impact: $800 million within and $3 billion across the sports industry <br />
  7. 7. User Interfaces<br />Various websites host free fantasy leagues online<br />Other websites host fantasy leagues for a fee, often offering additional features and programs<br />Many offer features such as message boards and access to player information and statistics<br />
  8. 8. Media Impact<br />Fantasy involves more than just participation online<br />Outcomes of fantasy games rely on results of live sporting events that take place in the physical world <br />Users can accessthese results througha variety of mediaplatforms<br />
  9. 9. Media Impact cont.<br />From the recommended readings:<br />‪We continuously engage in social media<br />We use various media platforms simultaneously<br />Fantasy sports are a form of social networking<br />Does it pose a risk for addiction?<br />
  10. 10. Media Impact cont.<br />Dwyer (2010) and Comeau (2009) found increased general media consumption as a result of participation in fantasy football  <br />58% of fantasy users reported watching more sports on television since they started participating in fantasy sports (FSTA, 2009)<br />
  11. 11. What’s Behind It All?<br />The social and economical impact of fantasy sports has been well-documented in the mainstream media<br />BUT… the motivations for participation in this activity and the level at which individuals participate is largely unknown <br />Uncovering these motivations may reveal what kind of people participate in this activity  <br />These results could hold implications for professional sports leagues, media networks, advertisers, and consumers<br />
  12. 12. Current Project: Trait Differences in Fantasy Football Participation<br />Research Questions<br />For what meaningful purposes do fantasy football participants depend on the activity?<br />In what ways do fantasy football participants identify and interact within social groups created by the activity?<br />What are the relationships between the individual traits of fantasy sports participants and their motivations for participation in the activity?<br />
  13. 13. Individual Traits and Motivations<br />Traits<br />Extraversion<br />Competitiveness<br />Machiavellianism<br />Sensation-Seeking<br />Impulsiveness<br />Motivations<br />Social<br />Competitive<br />Identification<br />Financial Gain<br />
  14. 14. End Goal?<br />To predict the level of participation in the activity based on the interaction between an individual’s personality traits and motivations for use<br />
  15. 15. Method<br />Conducted a survey of 457 subjects, 177 of whom have participated in fantasy football<br />Included IUB Telecom students and members of a variety of popular fantasy football forums<br />Questions pertained to their opinions, habits, and level of participation in fantasy football<br />General media use, social activities, and past sports participation were also addressed<br />Questions were posed related to their fantasy activities and motivations for participating<br />A series of personality scales were implemented to measure trait differences<br />
  16. 16. Preliminary Data Analysis<br />Fantasy football participants rank higher in competitiveness, Machiavellianism, sensation-seeking, and impulsiveness, as compared to non-fantasy football participants<br />Fantasy football participants rank lower in extraversion than non-fantasy football participants<br />Do fantasy football players view the activity as an alternative to face-to-face social interaction?<br />
  17. 17. In Conclusion…<br />Just where exactly are fantasy sports headed?<br />
  18. 18. Links to Recommended Readings<br />Social media survey finds use in bed, on waking<br />Americans Using TV and Internet Together 35% More Than A Year Ago<br />Fantasy Sports: Social Networking or Time Wasting<br />Fantasy Sports: Another Internet Addiction?<br />