Meters Wide: A Failed Mediatic Annexation of Sporting Heroes During Pandemic Times?

Roşca Vlad I. () and Burnar Vasile-Teodor ()
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Roşca Vlad I.: Bucharest University of Economic Studies, Bucharest, Romania
Burnar Vasile-Teodor: University of Bucharest, Bucharest, Romania

Proceedings of the International Conference on Business Excellence, 2023, vol. 17, issue 1, 1438-1448

Abstract: This sports media research uses a single case study approach to investigate the effects of the COVID-19 pandemic on the mediatic consumption of sports heroes. The case of airing the “3mm” documentary film about WTA tennis player Simona Halep on Romanian television is being analyzed. The theoretical framework is set around the concept of parasocial interaction specific for the mediated relationships between sports fans and their favorite sports brands. The research question asks about the factors induced by the COVID-19 pandemic that might have influenced the rather low audiences of the broadcasted documentary. Results show that, indeed, the COVID-19 pandemic might have well had a considerable impact upon audience figures, mainly because, due to the pandemic situation, the patterns of parasocial interaction between sports fans and sports brands have been altered. The paper discusses the changes in parasocial interaction which occurred due to the pandemic.

Keywords: parasocial interaction; sports marketing; sport brands; mass-media; tennis; documentary (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:17:y:2023:i:1:p:1438-1448:n:5

DOI: 10.2478/picbe-2023-0130

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