Literature Review by Reggie Hodge

Literature Review

In the modern sports landscape, social media platforms, particularly Twitter, have transformed the dynamics of fan interaction, media coverage, and how athlete narratives are from. This literature review a dive into the research of exploring the impact of Twitter discourse on shaping the narratives around players and building superstars for the NBA.

Twitter serves as an instantaneous platform for fans, journalists, pundits, and athletes to engage in discourse, disseminate information, and construct narratives around NBA players (Kassing & Sanderson, 2010). Twitter has emerged as a primary platform for sports fans to engage in real-time conversations, share opinions, and consume news related to their favorite teams and players. Studies (Hutchins, 2014; Sanderson & Hambrick, 2012) have highlighted the rapid dissemination of information on Twitter and its role in shaping the discourse surrounding sports events, including those involving NBA players. The real-time nature of Twitter facilitates the rapid dissemination of news, opinions, and reactions, thus influencing how players are perceived and discussed within the digital sports sphere.

Research suggests that Twitter discourse can significantly influence the public perception of NBA players (Barnes et al., 2015). Positive or negative sentiments expressed by fans, journalists, or even fellow players on Twitter can contribute to the formation of a player's image and reputation. Moreover, the virality and reach of tweets can amplify certain narratives, impacting how players are portrayed in the media (Horne et al., 2020). Research underscores the pivotal role of Twitter in the branding and image management strategies of NBA players (Ward & Williams, 2015). Through strategic use of Twitter, players can cultivate their personal brand, engage with fans, and shape their public persona. Conversely, missteps or controversies on Twitter can tarnish a player's image and influence the overarching narrative surrounding their career (Horne et al., 2020).

Twitter often serves as a catalyst for controversies surrounding NBA players, with debates and discussions quickly escalating into trending topics (Sanderson & Hambrick, 2012). Whether it's off-court scandals, disputes with teammates, or on-court performances, Twitter amplifies these controversies, shaping public discourse and potentially altering the narrative surrounding the players involved (Barnes et al., 2015). Twitter amplifies both positive and negative narratives surrounding NBA players, thereby impacting their stardom and marketability (Kim et al., 2015). Positive performances, philanthropic endeavors, or moments of sportsmanship can elevate a player's status within the Twitterverse, whereas controversies, poor performances, or off-court incidents can lead to backlash and scrutiny, shaping public perceptions and narratives (Barnes et al., 2015).

Twitter serves as a conduit for direct interaction between NBA players and fans, fostering a sense of intimacy and connectivity that transcends traditional media channels (Hutchins, 2014). By engaging with fans through tweets, replies, and interactions, players can cultivate loyal fan bases, enhance their marketability, and reinforce positive narratives surrounding their careers and achievements. Twitter discourse is not confined to fans and athletes but also encompasses sports journalists, pundits, and celebrities who contribute to shaping the narrative around NBA players (Sanderson & Hambrick, 2012). Research suggests that the tweets and commentary of these influential figures can shape public opinion and contribute to the narrative surrounding players (Hutchins, 2014). Moreover, Twitter has democratized sports journalism to some extent, giving rise to a multitude of voices that can influence the discourse. Tweets from prominent media personalities or celebrity endorsements can amplify a player's visibility, bolster their stardom, and influence the trajectory of their career.

The literature reviewed underscores the profound influence of Twitter discourse on shaping the narrative and fostering stardom around NBA players. From branding and image management to fan engagement and media influence, Twitter serves as a dynamic platform that significantly impacts how players are perceived, discussed, and celebrated within the digital sports landscape. Future research should continue to explore the evolving role of social media in shaping athlete narratives and stardom in the context of professional sports.

Work Cited

Barnes, S. B., Lescault, A. M., & O'Brien, D. (2015). "Not just about the game": Media representations and Twitter reactions to the Richard Sherman postgame interview. Journal of Communication Inquiry, 39(3), 292–307.

Horne, J. E., Hardy, J., & Johnson, S. D. (2020). ‘#FreeMeekMill’: A content analysis of Twitter discourse surrounding the Philadelphia 76ers and the NBA. Communication & Sport, 8(1), 49–68.

Hutchins, B. (2014). Sports fans, Twitter, and the #Ashes: A comparative analysis. Communication & Sport, 2(4), 411–426.

Kassing, J. W., & Sanderson, J. (2010). Twitterizing the NBA: The use of social media in the National Basketball Association. International Journal of Sport Communication, 3(4), 492–502.

Kim, Y., Willis, L. A., & Zhang, N. (2015). A qualitative analysis of Twitter and college football fan engagement. International Journal of Sport Communication, 8(4), 485–506.

Sanderson, J., & Hambrick, M. E. (2012). Media choice and its effects on the National Basketball Association: The role of Twitter in the relationship between media and sports. International Journal of Sport Management, 13(2), 130–150.

Ward, M., & Williams, D. (2015). The social media sports playbook: Tweeting your way to a successful business. Routledge.