(In)voluntary risk: A case study focused on the communication of Czech professional female athletes on social media and "fans" reaction
Abstract
The chapter focuses on the communication of selected Czech professional female athletes on social networks and the reaction of "fans" as a risk associated with their self-presentation in this environment. Critical comments addressed to athletes through social media can negatively affect both their career growth and personal life.
On the other hand, social media are an opportunity for female athletes to present their achievements and opinions. Due to the fact that their male colleagues have received greater interest in traditional mass media, female athletes can partially "balance the ratio" through social media.
Therefore, female athletes can not avoid the social media communication; hence it is highly desirable for them. As part of more extensive research focused on the communication of popular Czech professional athletes through Facebook, it was noted that female athletes face criticism more often than their male counterparts.
This case study aims to reveal how these athletes communicate with their supporters via Facebook, and how fans respond to published messages. Furthermore, it is taken into account whether negative and annoying comments appear on selected official pages of selected Czech female athletes on social media, and if so, what they are aimed at.
At first, the theoretical part explains the development of communication of female athletes on social media. The following subchapter deals with the behavior of sports fans in this environment.
The last section of the theoretical part summarizes the problems and pitfalls that female athletes in communication with fans (not only) on social media are forced to face. In the practical part of the chapter, the research itself is carried out.
The results of the research show that, as far as the public perception of the described problem is concerned, the first step should be to stop being silent about the risks of communication between female athletes on social media and to start a cultivated discussion that could help alert these threats and reassure female athletes that they are "not alone." Unfortunately, there is no general guide on how to deal with hateful and annoying comments. Success can be celebrated by both media restraint and complete openness, or none of these extremes.
It mainly depends on the type and personality of the female athlete and her "fans".