Communication Commons^™

Using Sport Identification & Rhetorical Strategy: Evaluating An Ncaa D1 Collegiate Football Team’S Social Media Presence, Maria Baldwin

Masters Theses

Using social media platforms to build identification amongst stakeholders is of increasing importance for a growing range of organizations. Social media represents a powerful tool for marketing and developing business. In sports organizations, the use of social media can build identification amongst a fanbase by using George Cheney’s (1983) rhetorical strategies. The purpose of this study was to explore the content of a regional D1 university football team’s twitter and Instagram platforms, using a content analysis to clarify the organization’s use of rhetorical strategies and design elements to foster sport identification amongst their social media fanbase. Many sports organizations use …