Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
"We cannot shy away from a defeat" - Examining How Sports Organizations and Fans Communicate After a Defeat on Social Media in the Swedish Hockey League
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This dissertation explored how sports organizations approach the communication of a defeat on social media from the perspective of organizational image management. Furthermore, this study sought to identify how sports fans react to a defeat on social media and what kind of implications fan reactions have on the organizational image management process.

The sports industry has some unique characteristics compared to other commercial industries. The overall success of sports organizations is to a great extent dependent on the on-field performances of the team and the coherence of the fan community. The image of sports organizations is likewise dependent on the combination of on-field performances and how the fan community perceives the organization. Sports fans have a strong psychological connection to their favorite team. The strong attachment to a sports organization results commonly in biased evaluations of their favorite team. This dissertation examines how this dynamic unfolds in an online media environment using a customized theoretical framework that combines organizational image management theory and social identity theory.

The research strategy in this dissertation consisted of a case study of six sports organizations in the Swedish Hockey League and their fans. Empirical data was collected through six interviews with communication specialists employed by the teams and by sampling comments written by fans on the teams’ Facebook pages on posts about defeats.

The findings show that sports organizations in the SHL have a desire to appear honest in their approach to communicating a defeat on social media. This desire encompasses a straightforward approach to communicating a defeat on social media to their fans, making the organization to resemble a credible disseminator of information to key stakeholders in online environments. Furthermore, through the strong psychological connection to their favorite team, fans were found to have a role in the image maintenance process on social media after a defeat. Fans took mainly two different stances on social media after a defeat and were found to both hinder and aid the image management process after a defeat. 

Place, publisher, year, edition, pages
2018. , p. 63
Keywords [en]
Organizational image management, social identity theory, social media, sports industry, sports organizations, sports fans, Swedish Hockey League
National Category
Social Sciences Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-355369OAI: oai:DiVA.org:uu-355369DiVA, id: diva2:1228706
Subject / course
Digital Media
Educational program
Master Programme in Social Sciences
Presentation
2018-05-15, B139, Kyrkogårdsgatan 10, Uppsala, 14:39 (English)
Supervisors
Examiners
Available from: 2018-06-28 Created: 2018-06-28 Last updated: 2018-06-28Bibliographically approved

Open Access in DiVA

fulltext(649 kB)9 downloads
File information
File name FULLTEXT01.pdfFile size 649 kBChecksum SHA-512
f54f54414e454694b678c4379c55f87d1ed6712f75a2edac31e5484a13f3f8f37c938312c856442450c67b7ba2ee47ad1f35a6bb245a5520f136671c54ac453b
Type fulltextMimetype application/pdf

By organisation
Department of Informatics and Media
Social SciencesMedia and Communications

Search outside of DiVA

GoogleGoogle Scholar
Total: 9 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 12 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf