ORCID Identifier(s)

0000-0003-4774-6224

Graduation Semester and Year

2016

Language

English

Document Type

Thesis

Degree Name

Master of Arts in Communications

Department

Communication

First Advisor

Shelley Wigley

Abstract

As the athletic communication field enhances its practices on social media in order to have the highest reach, the impact of visual content and its role in increasing social media engagement cannot be overstated. This study explores social media patterns, specifically the use of visual content within professional sports, and how the role of semiotics influences the viewer. As social media moves forward in athletics, the practice of two-way communication has become vital. This study of social media across the NFL provides insight on specific content that engages sports fans. Findings suggest both the type of content and the timing of posts based on team performance have a significant impact on social media engagement. Harnessing this knowledge in a social media plan will give practitioners the greatest ability to reach the most users, and more importantly, grow their brand on online platforms.

Keywords

Social Media, Athletics, NFL, Twitter, Facebook, Social Media Engagement, likes, comments, social media images, NFL Social Media

Disciplines

Communication | Social and Behavioral Sciences

Comments

Degree granted by The University of Texas at Arlington

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Communication Commons

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