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USAGE OF SOCIAL MEDIA BY SPORT ORGANIZATIONS: A CASE OF U.S. MEN’S AND WOMEN’S NATIONAL SOCCER TEAMS

Newnes, Shannon C
http://rave.ohiolink.edu/etdc/view?acc_num=akron1564677352015884

Abstract Details

2019, Master of Arts in Education, University of Akron, Physical Education-Sports Science/Coaching.
Despite the unprecedented progress made during the last century in women’s sport, there are clear patterns of how women’s sports are portrayed by media. One pattern is women’s sports are seriously underrepresented by media compared to their male counterparts. Another pattern identified is that women’s sports are more sexualized by main stream media. Broadly speaking, this study is interested in seeing if these patterns exist through social media by looking at both male (U.S. men’s national soccer team) and female (U.S. women’s national soccer team) sport organizations’ official twitter accounts. This study is particularly interesting in that the United States women’s team has enjoyed much more success in the last few decades; they have won multiple tournaments to include the World Cup and the Olympics. The United States men’s team, however, has enjoyed less success but, seemingly is able to get more media coverage than the women’s team does. Accordingly, the purpose of this study is, first, to examine the types of contents that are generated by U.S. men’s and women’s national soccer teams in the context of relationship marketing. Secondly, this study is to investigate if there is any difference in the contents between two teams. The results of this study showed unique aspects of using twitter accounts to develop relationships with fanbases. Further discussion was made as well.
Seungbeum Lee (Advisor)
47 p.
Social Research; Sports Management
Sports; Social Media; Twitter; US Soccer, USWNT, USMNT

Recommended Citations

Citations

  • Newnes, S. C. (2019). USAGE OF SOCIAL MEDIA BY SPORT ORGANIZATIONS: A CASE OF U.S. MEN’S AND WOMEN’S NATIONAL SOCCER TEAMS [Master's thesis, University of Akron]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=akron1564677352015884

    APA Style (7th edition)

  • Newnes, Shannon. USAGE OF SOCIAL MEDIA BY SPORT ORGANIZATIONS: A CASE OF U.S. MEN’S AND WOMEN’S NATIONAL SOCCER TEAMS. 2019. University of Akron, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=akron1564677352015884.

    MLA Style (8th edition)

  • Newnes, Shannon. "USAGE OF SOCIAL MEDIA BY SPORT ORGANIZATIONS: A CASE OF U.S. MEN’S AND WOMEN’S NATIONAL SOCCER TEAMS." Master's thesis, University of Akron, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=akron1564677352015884

    Chicago Manual of Style (17th edition)

akron1564677352015884
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© 2019, all rights reserved.
This open access ETD is published by University of Akron and OhioLINK.