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Today, social media presents athletes with several benefits and challenges which in turn can affect the athlete themselves or their career. Social media platforms have allowed fans to express their emotions with athletes in both a positive and a negative manner. (4 Kavanagh et al 2016). Research on which the effects social media can have on these athletes can increase their stress levels. The scrutiny and criticism remarks are only increasing as there is a twenty-four-hour open line of communication, seven days a week between social media followers as well as the traditional media towards athletes. Athletes can receive negative comments across several different social media accounts before, during, and after competition events (3 Smith 2018).
In this essay, the impact, whether positive or negative, of social media on sporting athletes, will be explored to gain insight into what areas of social media play a role in these athletes. The aim of this essay is to determine what are the effects of these social platforms on the athlete’s state of mind, from unwanted comments and from media pressure put on them for the very reason they are part of the social network, to build their brand.
In recent years social media has become a place where athletes using these platforms can prosper or have negative consequences. Research on this matter by (1 Greenleaf et al 2001) investigated factors that result in Olympic athletes that have been affected by increased media attention taking away from their focus which is their competition event. (21 Australian Olympic Committee 2015) has acknowledged that social media can have an effect on the athletes receiving malicious messages, negative feedback, and online bullying can all lead to un-wished emotions in not just Olympic athletes but athletes from all sports from across the spectrum. Research by (22 Sari 2011) was conducted between 15 different male and female athletes across different sports to reveal what different areas of social media had negative and positive impacts on the athletes. The data analyzed revealed that several different themes identified had a psychological effect including unwanted commentary, branding pressure, competitor content, and mood management.
Now more than ever social media platforms have provided an avenue for fans to have direct contact with athletes to voice their sexist remarks, physical threats, and emotional ridicule towards athletes (6 Guerin 2017). These hateful messages from displeased fans online and on social media are an act of bullying and it's an easy target for them to attack athletes online if their performance does not match their expectations (5 David et al 2018). Sadly, this abuse is in all levels of sport as (7 Sanderson & Truax 2014) have seen an increase in fans attacking college student-athletes. These athletes, when reading or receiving content about themselves experience issues when faced with messages of sarcasm, threats, mocking, and belittling after competition events. The rise of social media and the increased criticism of competition contribute to disappointing results where it is damaging performance (23 Fynes–Clinton 2012). The majority of these college students and professionals are adolescent athletes. The authors (9 Berryman et al 2018) believe the presents of cyberbullying and the link between social media is responsible for the increase in mental health issues in the adolescent population.
Even with all the negative impacts this area of social media presents to athletes, social media allows athletes to stay connected with fans who appreciate them and their support networks established to feel positive reinforcement (8 Heyes et al 2019). For some athletes, this is the drive and motivation used to train on the aspects criticized (7 Sanderson & Traux 2014).
Customers now are looking for information on the brands and products of athletes (15 Bruhn et al 2012). Athlete endorsers can reach out to their big fan base through their social media accounts like Twitter being able to share information via tweets with possible customers (17 Janson et al 2009). Athletes in partnership with an unfamiliar brand may have negative consequences as (14 Asena et al 2014) revealed that an endorser's perceived attributes are influenced by the products they endure. Athletes are pressured to build their brand and maintain good public relations to increase their image but also increase their levels of stress (2 Geurin 2017). Prioritizing the image that an athlete wants to portray on social media is time-consuming and takes away from your performance (23 Hodge and Walker 2015).
Social media is a valuable marketing tool for companies to promote their products through social media communications (16 Eagleman, 2013). When athletes get the opportunity of an endorsement deal it positively impacts them for the ability to manage their personal brand, market themselves to potential sponsors and gain endorsement deals but ultimately increase their fans base with increased interactions (Browning & Sanderson 2012). Athletes who have created a good image and following earn up to an extra 300,000 dollars per tweet (18 Milord, 2015).
For athletes who are comparing social media accounts with their competitors is a factor affecting athletes' anxiousness (10 Hayes et al 2019). When these athletes are comparing accounts of competitors it has a negative impact on athlete’s well-being and self-esteem (27 Vogel et al 2014). Time spent reflecting on competitors' posts creates additional stress and anxiety (24 Dale 2000).
Focusing on the positive for this issue can also be looked at to help an athlete use the social media platform to analyze, and gain an advantage or knowledge from their posts (25 Fitriana and Xin 2009).
Social media and networking sites play a role in mood management as they can relieve pressure through social media if they have positive effects but negativity can If not, they have options of handing over the management of the account to a loved one or friend for the continuation of the event or switch it off completely until the event is over to minimize the stress and avoid reading, listening or seeing any media reports or comments about them so that they can’t be negatively affected. (30 Kristiansen et al 2011).
The list of impacts facing athletes being a part of the social network mounts up on them psychologically. For athletes, different areas of social media can create different pressures and a way to relieve them to take their mind off these is to use social media as a diversion (12 Frisby and Wanta 2018). These athletes seek a diversion or distraction in order to switch off the pressure (26 Johnson Knobloch-Westerwick 2014). It is important that athletes find relaxation strategies that are positive for their psychological preparation for competition (27 Ungerleider 2005).
By addressing social media problems that affect athletes in the build-up to competition, they can minimize the impacts they have on their performance and on the effects the person may feel. The key areas of social media founded by (22 Sari 2011) impacting the athlete each had different effects on the athletes themselves.
Unwanted commentary from social media followers impacted them more negatively by experiencing feelings of their efforts and achievements were not good enough or up to standard (5 David et al 2015). Even scarier is the fact that mental health issues are related to online abuse (9 Berryman et al 2018) will only increase these negative feelings found. Through social media, athletes have a better connection with their fan base and through this, they create a positive support system (8 Heyes et al 2019) to counteract the negativities that are presented to them through negative social media.
The impact of branding pressure was also a factor affecting their performance as this not only took time away from the athlete's training but meant that the athlete’s image was becoming more important than preparation for competition (23 Hodge &Walker 2015). Athletes experienced feelings of increased stress levels to engage in traditional media and now social media interactions (6 Geurin 2017). Athletes could also capitalize on this valuable tool to market themselves to gain endorsements, and sponsors and to have a greater connection with the online community (Browning & Sanderson 2012).
Impacts of competitor content were an issue when comparing their account to their competitors just a simple post put up by them that may through them off and doubt their training or themselves. This doubt and comparing accounts only added to the stressor and anxiousness felt by athletes (24 Dale 2000). When there’s a negative a positive can be found and it is an important one if athletes were to use their competitor's accounts to their advantage to examine and acquire knowledge from them to use against them in competition it would greatly benefit their performance (25 Fitriana &Xin 2019).
Social media and networking sites play a role in the mood management of athletes. Athletes should be aware of how social media platforms affect their stress and anxiety levels and how to deal with these impacts appropriately. If any or all social media affects their performance at competition handing over control or witching off would be the ideal solution for that athlete (29 Kristiansen et al 2011). If they address social media problems to understand what affects them, they will be able to find and maintain a relaxed physiological state (27 Ungerleider 2005).
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