The football-driven, male-centred, and able-bodied agenda displayed by signals that PSM should reframe their social media strategies to adequately contribute to fostering cultural citizenship. This case study facilitates an understanding of the nuanced relationship between PSM, social media, and sports, demonstrating that more content does not necessarily ensure diversity. Through content analysis, this research examines the agenda diversity offered by the British Broadcasting Corporation (BBC) through its sports-centred Twitter account The analysis of 10,821 tweets indicates how the BBC's content reinforces, rather than counteracts, the long-standing diversity imbalances in the analogue age.

In the digital age, delivering diverse content should remain a foundation of PSM in their countless platforms: public media should not only concentrate on major sports but also provide exposure to traditionally underrepresented disciplines and individuals, including sportswomen and athletes with disabilities.

In a landscape characterised by dwindling resources and growing competition from pay-TV channels and on-demand streaming services, concerns about how PSM will enhance cultural citizenship through new platforms, including social media, are all the greater. 435).Īs a crucial part of their mandate, public service media (PSM) have historically used sports to construct and nurture cultural citizenship. 220) gelten digitale Langformen auch als digitales Pendant zum Magazinjournalismus (Hiippala, 2017, S. Aufgrund ihrer Informations-und Unterhaltungsfunktion (Dowling & Vogan, 2015, S. Journalismusforscher*innen bezeichnen diese Story übereinstimmend als Ursprung der digitalen Langform und führen mitunter sogar das Verb 'to snowfall something' ein, um der Praxis Rechnung zu tragen, komplexe Inhalte bestmöglich multimedial aufzubereiten (Dowling & Vogan, 2015) und in einem nahtlosen Ganzen zusammenfließen zu lassen (Dowling, 2019 Godulla & Wolf, 2017 Hiippala, 2017 Jacobson et al., 2016 Tulloch & Ramon, 2017). Vorreiter in der Produktion von langen und komplexen Multimedia-Storys ist die US-amerikanische New York Times, die vor nahezu einer Dekade eine mit dem Pulitzer-Preis ausgezeichnete Langform-Story veröffentlichte: 'Snow Fall -Avalanche at Tunnel Creek' (Branch, 2012) erzählt innerhalb von sechs individuell rezipierbaren und interaktiv gestalteten Kapiteln die Geschichte eines Lawinenunglücks in den Washington Cascades.

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