Networked Fandom: Applying Systems Theory to Sport Twitter Analysis

Galen E. Clavio · Lauren M. Burch · Evan L. Frederick

44 citations0/0 files storedInternational Journal of Sport Communication

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Sports, Gender, and Society Digital Marketing and Social Media Media and Digital Communication

Abstract

The purpose of this study was to employ systems theory to analyze the social network of a Big Ten football team’s Twitter community. An identifiable network was found among the observed actors (N = 139), with fan accounts composing the largest percentage of the network. The number of observed reciprocal interactions was low, only 11.8% of the interactions and only 21.5% of the nodes. Traditionalmedia accounts frequently interacted with other media accounts, while fans interacted primarily with other fans. Overall, nontraditional-media accounts’ users were most focused on interactivity. Team-related accounts were almost nonexistent in the interactive network. A systems-theory-based network was found in terms of input, transformation, and output components. The feedback loop was the weak link in the network, indicating a possible lack of importance of direct feedback in Twitter social networks.

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References

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