Deporte y TikTok: tipología de contenidos de los deportistas españoles en los Juegos Olímpicos de Tokio 2020

Sandra Arias Montesinos; Francisco Javier Zamora Saborit; Guillermo Sanahuja Peris

doi:10.12795/Ambitos.2023.i60.02

Authors

Sandra Arias Montesinos University of Alicante (UA) https://orcid.org/0000-0002-9448-3300
Francisco Javier Zamora Saborit International University of Valencia
Guillermo Sanahuja Peris University of Jaume I

DOI:

https://doi.org/10.12795/Ambitos.2023.i60.02

Keywords:

TikTok, Olympic Games, Tokyo 2020, personal branding, sports management

Abstract

TikTok has emerged in recent years as the fastest growing social network. Entertainment content, the consumption of short videos, the proliferation of content creators and interaction are the main reasons that attract the Z generation, the main users of this network, but also other generations who are also looking to be entertained. Sport as a whole, and sportsmen and women in particular, have found in the platform a way to contact and converse in a more intimate and personal way. This paper studies in an exploratory way the use of TikTok as a communication channel of Spanish athletes who have competed in the Tokyo 2020 Olympic Games. The aim is to categorize and understand the communications issued by athletes on TikTok. The methodological design consists of a content analysis of the profiles of 12 Olympic athletes in the stage before, during and after the Tokyo Olympic Games, analysing a total of 431 publications, and eight in-depth interviews to professionals from the world of sport (managers, athletes and communicators). That contrast the previous phase. The results show the sportsmen and sportswomen assumption of the network’s codes, the use of Olympic symbols as the backdrop for their dynamics and the extent of greater interaction and engagement with their followers depending on the type of content. This study expands knowledge about athletes and personal brands in a little explored area and provides conceptual and management keys for communication and social media managers.

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Author Biographies

Sandra Arias Montesinos, University of Alicante (UA)

Sandra Arias Montesinos has a PhD in Communication and Advertising, a degree in Advertising and Public Relations from the University of Alicante, University Specialist in Marketing Management from the University Miguel de Cervantes, Master in Community Management and Social Media Management in Business by FUNDEUN, Master in Strategic Planning by Hoala, and Master in Business Administration (MBA) by Fundesem Business School. She currently works as SEM Specialist at Meridiano Seguros, an activity she combines with teaching as a collaborating professor at the University of Alicante and the Universitat Oberta de Catalunya.

Francisco Javier Zamora Saborit, International University of Valencia

Francisco Javier Zamora Saborit has a PhD in Communication Sciences, a degree in Advertising and Public Relations from the CEU Cardenal Herrera University and a Master's Degree in New Trends and Communication Processes from the Universitat Jaume I. He is currently an adjunct professor of the Marketing Degree and Coordinator of the Master's Degree in Business Administration and Management at the International University of Valencia (VIU), which he combines with his activity as a consultant.

ORCID: https://orcid.org/0000-0002-9009-3946

Guillermo Sanahuja Peris, University of Jaume I

Guillermo Sanahuja Peris holds a PhD in Communication Sciences, a degree in Advertising and Public Relations from the University of Alicante, a Master's Degree in Marketing and Communication Management from the Ide-Cesem Business School and a Master's Degree in New Processes and Innovation in Communication from the Universitat Jaume I. He currently works as an assistant professor at the Department of Communication Sciences at the Universitat Jaume I.

ORCID: https://orcid.org/0000-0001-5582-3395

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