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Disseminating the Olympic values on Facebook and Twitter during Rio 2016 : content, influencers and engagement / José M. Pardo Gila

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Gila, José Manuel Pardo

This paper analyses the activity generated by the main Olympic actors and users' participation on Facebook and Twitter during Rio 2016. It examines the strategies employed by the Olympic Family via social media, and the complex interaction between the various actors involved. This analysis contributes to discover whether Facebook and Twitter have capacity to create realities independently of the traditional mass media during a global event such as the Olympic Games, and the need for a more comprehensive and strategic approach to the opportunities presented by social media in the context of the Olympic Movement.

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