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Influencer culture and the changing face of sport and media

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This crosscurrent highlights how influencer culture reshapes sport media interactions, suggesting a structural transformation in fan engagement.

Influencer culture significantly changes how fans engage with sport, promoting personality-driven connections over traditional authority.
Recent cases illustrate a paradigm shift where sporting content prioritizes virality and entertainment on digital platforms.
By analyzing participatory infrastructures, this research reveals how legitimacy in sport is being redefined in the digital age.
This transformation indicates profound implications for sport's role in society, institutional power, and media dynamics.

Fujak et al. (2025) studied this question.

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This crosscurrent highlights how influencer culture reshapes sport media interactions, suggesting a structural transformation in fan engagement.