Fans, Fellows or Followers : A Study on How Sport Federations Shape Social Media Affordances

Increased in-depth knowledge on how sport federations shape their social media affordances to build relationships with their audiences will develop the understanding and ongoing discussion on the effects of social media in organized sports. The aim of this study was therefore to investigate in what way sports federations shape their social media affordances to create an increased understanding of how they interact with their audiences through social media. Three sports federations, the Swedish Basketball Federation, the Swedish Skateboard Association, and the Swedish Equestrian Federation, were investigated through semi-structured interviews as well as digital ethnography. The analytical focus lies on in what way the organizations shape social media affordances as well as in what way they imagine social media uses and users. This study shows that the federations’ imagination of who their users are, what they would like to see and how these users act and react defines their affordances. Further, the results reveal that the federations have differing approaches to in what way they imagine their users (as fans, fellows or followers) as well as what their incentives are for using social media. To learn how ongoing mediations mold long-term changes for sport federations, it is of importance to look beyond mediatization and learn more about their current structure and operations, their history, and traditions, as well as their view of their users