Information management and creation of a sports star’s image on social networks

Received: 16.3.2024                        DOI:

With the emergence of nation states in Europe during the 18th and 19th centuries, sport developed as an important means of strengthening the national spirit, but also as an element of spreading social identities and influence. It is the age of chivalry and equestrian competitions, so it is no coincidence that the first magazine themed for sporting events: "American Turf Register and Sporting Magazine" in 1829 had horse racing in the center of interest ( Garrison, Sabljak, 1993). Press-media and sports start a race for the attention of users, so we can talk about a symbiotic action that over time raises so-cial awareness of the meaning of sports. With the appearance of the first modern Olympic Games in 1896 in Athens, it openly took on a strong propaganda dimension, as it was the first major competition in which participants from a large part of the world represented the countries from which they came, and some of the participants by publishing large photographs and glorified texts received enormous social attention in the press of the time. Historians of sports journalism claim that the effect of The Boston Herald's reporting was such that thousands of people were waiting for the train with the athletes they were carrying on their shoulders after they got off the train (The Boston Herald, 8. Маy 1986).

We can state that sport with its stars was affirmed through the current press at the time, but also that only after the appearance of the telephone, which accelerated the pace of information (1867), and the radio, which enabled the first direct transmissions, overcoming spatial boundaries and time limitations, and that sports topics became subject of interest in the agenda of media content (Garrison, Sabljak). During the second and third decades of the last century, the public became more and more interested in sports, but it was also noticed how it was used more and more often to popularize the political systems of countries and ideologies. Historians perceive this as the "golden age of sports" because great sports results create a cult of sports stars and their coaches, and colorful texts through cartoons, photos, interviews and reports from their lives encourage young people to follow their paths. 1 With the appearance of the television image, we can already talk about mass reception among the growing audience, but even in the first days of development, we witness frequent abuses and manipulations. The Olympic Games held in Berlin in

1936 represented a moment of stagnation. Thanks to the propaganda of the Hitler regime, people on the streets of Berlin had the opportunity to watch the superiority of their athletes on twenty-eight screens arranged in places of larger gatherings, but also a great defeat in athletic competitions. 2 It was the first time that sports events were transmitted through TV images, so historians have registered that as many as 150,000 people watched the TV screens every day, which was a very high number for that time, and since the broadcast was also downloaded in other countries, we can herewith also speak about the internationalization of sports. With the increasing recognition of the Olympic competitions, but also with the spread of television as a medium, other sports are also gaining great popularity, because live broadcasts of sports events encouraged the publicity of teams and players. With the strengthening of the clubs, the organization of fan support also began, together with the increase of free time and the audience, which was growing every year, so the interest of fans in contact with their stars began to grow. With the competition of media channels, sport opens new pages because the creation of a cult of personality generates new norms of reporting in which the focus is on personality, character and identity, with an emphasis on state support.

Socio-cultural model of representation

Different models of sports reporting were created in different ideological, religious and cultural contexts, where the emergence of the cult of stars depended on the practice of opinion that emphasized the importance of sports for the affirmation of the entire community. With the passage of time, the sociological dimensions of sport became wider, uniting a mass audience of scattered and different national, religious, ideological, cultural, moral and other orientations. Sport has gained the power of unifying the public of great symbolic importance for the areas of communication: "Sport in many cases directs and fills the collective memory of communities and is a source of collective identification and expression of unity for those who follow teams and individuals" (Boyle, Haynes, 2009: 1). Each information channel created its own audience, but all of them were united by sport, especially the fascination with the lives of famous people (Perić, Krasulja, Radojević, 2011). Tradi- tional media were one-dimensionally oriented towards the image created by professional communicators. However, with the development of digital technology and the emergence of social networks, the nature of the relationship between fans and stars/celebrities has changed dramatically. It is now possible for fans to communicate with their idols and publicly express their feelings and suggestions (van Dijck, Poell, 2013). Furthermore, the quantitative metric of media treatment has now become a basic indicator of popularity. Social networks have become a measure of influence, which can be determined by the number of followers an athlete has, and it does not have to be only fans (Dašić, Ratković, Pavlović, 2021). Algorithmic data analyzes are becoming pillars of reputation building for celebrities, who by hiring creative communication teams pour their own information into the public space. Further, this paper, through the case study of Novak Djoković and his communication with public opinion through social networks during the Masters tournament in Paris, will show how the famous tennis player reports on his own activities, trying to offer an optimal image with optimal personalization and current data that will not cost the rest of the media and all potential users anything? The currency used to pay for the time set aside for such messages is called attention, and it is in planetary deficit in the baggage of free time.

We are witnessing the unstoppable commercialization of everything that the media industry can use. Advertising and media activity, public relations, branding processes represent influential factors on a broader psychological level together with their long-term effects. Therefore, in the process of creating information, it is important to know what the strategic public wants, which means that the data should be brought to the people who need it and who will further forward it online. Today, big sports stars manage communication flows, not wanting their image to be built by others, who may not have sincere intentions. The method, moment and content of information are determined by proactive action by themselves (with their PR team), knowing their importance in creating attitudes, as well as overall knowledge without which there can be no good reputation. That is why numerous changes in these areas are very interesting for analysis (Perić, Krasulja, Radojević, 2011), so further in this paper we move on to the analysis of social aspects of communication between sports stars and fans, especially through social networks. Communication management as a paradigm of relations with the public develops the ability to facilitate and accelerate the flow of desired information, developing and building relationships even where they do not exist or do not exist. Since this type of parasocial commu- nication is rapidly evolving and changing, the authors believe that the paper will be useful for further research involving network theory modeling.3

Sport stars

The fascination with stars and celebrities applies to all areas of human life, but athletes have always been the object of admiration and adoration because they allowed people to momentarily forget their problems and frustrations and experience the joy of victory together with them. Thanks to the popularization of the media and the ubiquity of athletes in content agendas, fans have the impression that they know them well because they have social interaction, although this is not enough for some. The essence of socialization is learning, which begins in the family as the primary form of social organization, and continues in the microsocial environment by belonging to various primary social groups (e.g. peers, relatives, neighbors), and then spreads through the action of various secondary social groups (fans, fan clubs ).

The case study focuses on Novak Djokovic, undoubtedly the most beloved athlete in the Republic of Serbia, but also in many circles around the world. Almost every day in the world media you can read at least one story about the best tennis player of all time, so his fans have the opportunity to learn a lot - not only about his sports career, but also about his private life. 4 In this way, they have the impression that they know him and perceive him as a close friend, who share and experience moments of glory, but also of sadness. Novak Djokovic is known for publishing posts in Serbian and English on his Facebook page, and according to the countries from which his followers come, we can say that he is an international star not only of tennis, but also of sports in general (Perić, Jevtović, 2023). Our tennis player perfectly observes the openness of social networks and their role in the positioning of information networks and channels, observing the press and other mass media as parts of the global network space. 5 The start of Roland Garros 2024 and the optimism he shares at the same time with the army of fans, which sublimely indicates how important and precious they are to him on the way back in a season that is not his brightest.

Figure 1 .

Source: X (Novak Djoković), 26.06.2024 „Оui meet again“

To understand this paper, it is necessary to emphasize the difference between the concepts of sports fans and sports spectators. Fans actively follow their club or idol, while sports spectators physically attend sports events, i.e. watch them on television, portals or listen to them on the radio. In the age of mass media, sports stars serve as role models for fans who engage with them in simulated social relationships. The openness of social networks is an important advantage compared to traditional media because it allows for the exchange of energy and emotions between players and the environment. American researcher Caughey talks about fans who model their lives after their idols. According to him, a synonym for parasocial interaction is an imaginary social relationship, and he believes that "the basis of most relationships with fans is not aesthetic appreciation, but a social relationship. Fans form connections with famous media figures that are analogous to, and in many ways directly parallel to, actual social relationships…” (according to Stever, 2009). Fans cultivate and maintain a psychological connection with the idol, while spectators only follow the sporting event.

Novak Djoković is tempered in communication, because by appearing too often, he would lose the persuasive power of his messages. During this tournament, he appeared only three times (he ended the competition earlier than expected due to an injury), but always with a strong symbolic influence. Knowing that the core of information is the propagandistic power of the message, he appears when he needs to reduce the uncertainty surrounding his performance, in order to reassure fans and convey that he needs their support. The communication frame is a combination of visual and textual content, so the image in front of the photo of him holding the winner's cup sublimely reveals the expectations at the competition (Figure 1). The technology of teasers in the press and on portals further takes over the distribution of titles, giving them yellowness, conspicuousness, thus becoming clickbait that ensure profitability and a wider audience. In the center of interest are fans whose physiological systems react to the stress caused by the possibility of Novak not playing. Reactions are expected and caused by the media, so we see this in other sports as well. American researcher Lisa Lewis points out that "fans wear the colors of their favorite teams, know every detail about the life and work of a sports star, stand in line for hours to buy tickets for a game, etc. The fans are, in fact, the most visible and recognizable audience" (Lewis, 1993: 1). Worship is based on the user's personality, identity, interest, inner motivation, primary and secondary social groups in the environment, and various preferences. Different aggregators, internet portals and traditional media fight every day for the attention of users, because likes and ratings simply mean money in practice. The Internet is a limitless field in which sports newsrooms fight for audiences, while at the same time a digitally grown audience motivated by interaction, information and the feeling of being right next to their favorite athletes chooses social networks. On the other hand, the advantage of social media for image enhancement has been realized by many athletes who hire professional managers and PR agents to manage their profiles on social networks and websites.

Network communication and interactions of stars with fans

There are many definitions of social networks, but a general one that would unite many is that they are web services that allow individuals to build their profiles and connect with other users, building specific virtual communities that bring together individuals with similar interests. We turn to social networks for relevant information, to communicate with friends and families, and we as a society practically live a virtual life on social networks in addition to our real lives (Vranešević, Perić, Marušić, 2019). What makes them unique is the ability they provide users to make their contacts visible, which can lead to connections with individuals that would never happen in real life (Boyd, Ellison, 2007). In Europe today, there are around 8.9 connected devices per inhabitant (Cisco, 2021), which means that there are many different access points to content. “With multimedia content now readily available, the audience market is becoming more complex, and consumers are demanding a more relevant online advertising experience in exchange for their attention.” Value exchange must enhance the user experience (Scott, 2021).

Online communication is popular because it involves the involvement of a large number of participants who, by communicating with their star, build specific relationships that no traditional media has offered them before. When Novak Djoković

uses his free time to walk in the Bolognese forest and play bocce with local Parisian pensioners, he applies two-way and multi-way symmetrical communication with the audience, the ultimate goal of which is good publi-city.6 There is a big race for free space in the media today in the global community. Novak's sports results are only one part of the prestige. The invisible one is hidden in marketing and the commercial battle for sponsors whose yardstick is not the field, but the number of likes, clicks, shares, ratings... Sports applications for mobile phones and social networks are new means of finding support, creating fan clubs and related sports communities. There are no more borders between the state and the market, so a proactive strategic approach to data sharing gives Novak a competitive advantage in the sports environment.

Athletes, as celebrities, take advantage of their popularity by building on it additional effects on an even wider public. Given the global reach of social networks, the popularity of sports stars reaches a

potential theoretical maximum (Dašić, Ratković, Pavlović, 2021). Social networks allow users to cre-

Figure 2.

Source: Instagram. June 2, 2024 video attachment.

ate self-promotional profiles, upload content (pho-tos, audio, video clips, visuals, etc.), write and connect with other users. Contacts or friends form the basic function of sites and social networks because they create a solid community of like-minded people. They become useful for many quick activities and promotions in offline life, such as providing social and empathic support, and increasingly as a source of information with other people. Profiles are not static, but the focus is on social interaction that changes and evolves to reflect the different dynamics within the social network and community (Tufekci, 2008). In addition to direct communication with their fans, and in order to present them-selves, athletes can also use so-called selfies on social networks. We can say that this type of self-promotion arose in the environment of social networks, and that it does not exist in traditional media. Through social media, fans have the potential not only to reach out to their idols, but also to get a response, so the relationship between famous athletes and their fans is more intimate than ever before in the history of media and mass communication. Social networks have proven to be an ideal channel for creating a favorable public image of athletes and building cooperative rela-tionships with fans, customers and other stakeholders, such as sponsors and others (Abeza, O’Reilly, Séguin, Nzindukiyimana, 2017; Hull, 2014). In addition to positive effects, social media has the potential to negatively affect the development and success of a career in sports, so understanding the importance of proper manage-ment and use of social media is one of the key factors in the personal branding of athletes (Dašić, Ratković, Pavlović, 2021).

Social networks have accelerated and changed the dynamics of parasocial relationships because communication implies interactivity. Of course, it is unlikely that the most famous stars personally publish all the posts on their profiles, but for fans it is not so important (Perić, Jevtović, 2023). Therefore, there is always a doubt whether behind that profile and its posts and communication is a star or a celebrity or his PR team, but the experience of the media is precisely in the honesty of the interaction. 7 The psychological aspect of expressing one's feelings in public should also not be neglected because it is a kind of self-actualization process. "Fans are part of informal groups, because in addition to the general human need for belonging, they interact with the crowd around an agreed framework of interests, because the factors that contribute to inclusion in informal groups differ from the psychological factors of expressing affection. There is also a similarity in attitudes, values and certain personality traits" (Рот, 1999: 66).

The great advantage of self-promotion on social networks is in the act of disclosing important data, which eliminates the possibility of manipulating the content of messages. "I am really sad to announce that I have to retire from Roland Garros." I played my heart out and gave it my all in yesterday's match and unfortunately, due to a torn medial meniscus in my right knee my team and I had to make a difficult decision after careful consideration and consultation. We wish the best of luck to the players competing this week and I sincerely thank the amazing fans for all the love and support. I'll see you soon. With love and gratitude". Incorporating the public sphere as an analytical perspective leads to the goal of connecting different publics that mix with competing discourses while keeping attention on the images created by the PR team. In PR theory, it is a model of public information founded by Ivy Ledbetter Lee, a New York journalist who in the twenties of the last century, representing the interests of the civil union, established a new view of public co

Figure 3.

>3» Liked by v- and 573.958 others

See you soon.

Source: Instagram June 4, 2024

djokernole 3w I am really sad to announce that I have to withdraw from Roland Garros. I played with my heart and gave my all in yesterday's match and unfortunately, due to a medial meniscus tear in my right knee, my team and I had to make a tough decision after careful consideration and consultation.

I wish the best of luck to the players competing this week and sincerely thank the incredible fans for all of the love and continued support.

With love and gratitude, NoIe

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mmunication: let the public be informed. 8 Advising the Rockefeller family in difficult times of public accusations due to the consequences of a mining riot in which several miners, two women and eleven children were killed, he asked them to tell the complete truth "because sooner or later the public will find out about it" (according to: Tomić, 2013) 9 .

In one of the most important moments in his sports career, Novak trusts social networks, just as if he knew how Edward Bernays wrote in The Crystallization of Public Opinion that in crisis communication, timely information is used for public inter- pretations of the client, as much as it helps the client to preserve his reputation in the public (Bernays, 1923). It is a modern media conference, but skillfully directed to a wider world public that can consider and accept the message, with understanding and support for the champion. The sports leader directs the information, starting from the position that social networks are the favorite means of communication among young people, but also very useful in later taking over from traditional communication channels. Djoković's team makes excellent use of new technology and digital tools, preventing possible manipulations and speculations due to his withdrawal from the tournament where he was one of the favorites. The way they deal with social networks through the analysis of these three announcements showed that they combine different information management strategies, but always with the aim of preserving and strengthening the reputation of the world number one, not only as an athlete, but also as a socially responsible and active member of the community.

Conclusion

Sports stars and celebrities usually have a PR team or at least one person in charge of social media profiles, but some of them occasionally communicate directly with their fan base to motivate them or develop parasocial relationships to stimulate interactivity and commitment. Through current examples of Novak Djokovic's online communication, we have seen how Facebook, Instagram and other networks can be an effective channel of communication important for the athlete's image. Proactive sending of photos and information initiates quality relations with the audience, but also with other members of the public, who create an image of an active and responsible social personality. Unlike traditional media (television, radio and print), social networks allow followers to get in touch with their favorite athletes, which is a completely new type of interaction. The potential of the new communication model lies in the multimedia, multifunctionality and multi-significance of observing the interests that covertly govern society. On the other hand, for sports stars, networks serve as digital platforms for personal promotion and spreading popularity.

Through research, we have shown how by developing a plural (multidirectional) model of communication, social networks speed up and open the interaction between the army of fans and competitors, because they brought sports idols so close to fans that they created the impression that their achievements and victories are a joint success and that their lives are closely connected . Our online and offline contacts are increasingly intertwined, the amount of data is growing, while metrics that ana- lyze time spent with media prioritize digital marketing over results. Investigating the communication models applied at this year's Roland Garros, through case study analysis we proved the changes in the field of strategic communication of sports stars. It is even more significant when it is known that digital media in combination with the technological powers of interactive TV shows and social networks during live broadcasts simulate the feeling of involvement in communication (face-to-face) with the audience, and not in passive observation of the screen. Also, a similar thing happens when a star posts or encourages comments from fans who identify emotionally with photos, sharing moments of joy and sadness (victory and defeat), giving them suggestions and advice or criticizing them with the desire that their idols be the best. Thus, the audience feels that they are involved in open communication that meets their social and emotional needs. What distinguishes parasocial relationships from real ones is that the individual thinks he controls the imaginary communication relationship, while in social relationships the relationship depends on other participants. The problem is that with antisocial and withdrawn individuals, parasocial interaction can sometimes be an illusion of a substitute for real social relationships. In parallel with the increasingly pronounced need of modern man to immerse himself in the media reality and expose himself to a multitude of media contents, the process of accumulation of stories and narrativization of life is taking place, which contribute to the "fictionalization of reality." If media content (sections of life) are not subjected to examination and reflection, these fictional and semi-fictional stories, ie media myths, become a surrogate for reality and a special form of directing/manipulating public opinion. Compared to the results of a similar research from only two years ago, we confirmed the conclusion that "observing individuals as part of the audience, we also notice that with social networks there are deep psychological changes in the area of parasocial relationships, which is best seen in the speed, openness and interactivity of communication." (Perić, Jevtović, 2023: 258).

Author Contributions

The authors declare no conflict of interest.