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This article introduces a special issue of the International Journal of Sport Communication containing insightful commentaries by distinguished scholars in social media scholarship in sports studies. By inviting 25 scholars in the field, who contributed a total of 16 scholarly commentaries, the issue benefits from their extensive knowledge of the interplay between social media and sport. The scholarly commentaries address current trends, critique methods, challenge theories, and propose fresh approaches to understanding the impact of social media in sport. These scholars offer unique perspectives, innovative methodologies, and engaging writing that caters to a diverse readership. The articles provide valuable critiques; shed light on critical issues, controversies, and gaps in knowledge; and identify future directions for sport and social media scholarship to traverse. Importantly, the diverse perspectives presented in this issue stimulate academic dialogue and foster productive discussions within the field of social media in sport studies.

Building on the foundational study conducted by Abeza et al., this work extends the investigation by critically reviewing social media research in sport studies published from June 2014 to June 2023. Methodologically, the review involved an examination of 153 original research articles from five prominent journals in sport communication and sport management, namely the International Journal of Sport Communication, Communication & Sport, Journal of Sport Management, Sport Management Review, and European Sport Management Quarterly. The study identified the research streams, platforms, theories, and research methods that have garnered attention in the social media research community. The findings reveal several key insights that contribute to the ongoing dialogue in the field, stimulating further exploration and advancing knowledge at the intersection of social media and sport.

Social media and sport research has produced a significant corpus of academic literature. This work has enhanced our understanding of the influence of social media in various areas of the sport industry. This work, however, has often glamorized social media and its benefits, leading to a normalization about social media that obscures its negative effects and impacts in sport. This commentary reflects on how social media and sport research has evolved over time and calls for more consideration to be given to critical approaches to social media research that look beyond analysis of social media content. The commentary specifically addresses areas of inquiry around athlete welfare and social media, social media and young athletes, and social media professionals and their work environment. The commentary aims to encourage more critical perspectives related to social media that will enhance the inclusivity of the social media and sport literature.

This article offers an original contribution by examining both the quantity and quality of English print media coverage of the 2019 FIFA Women’s World Cup and how fans perceive and respond to this coverage. It is the first longitudinal analysis of media coverage of women’s football in the United Kingdom and compares print media coverage between the 2015 and 2019 FIFA Women’s World Cups. We draw on a content analysis of five English national newspapers and 49 semistructured interviews with fans. We develop new theoretical insights through the development of our framework of the “next stage” of the “new age.” Our findings show media coverage of women’s football has substantially increased, with respectful coverage sustained. The new theme of gender equality made visible several types of inequality, but the media industry failed to acknowledge its own role in reinforcing gender inequalities. Interviewees were critical of the time-limited “revolution” whereby coverage was limited to the duration of the World Cup. To advance gender equality, future media coverage must be sustained, meaningful, and prominent.

This study considers the potential relationship between maximal strength training and positive body image by exploring the lived experiences of female powerlifters. Semistructured interviews were conducted with eight female powerlifters from Australia, and data were analyzed thematically. The study identified five themes related to positive body image and participation in maximal strength training: (a) appreciation of the functionality of the body, (b) embodiment, (c) rejection of societal body ideals and self-objectification, (d) self-compassion and body image flexibility, and (e) being surrounded by a body-positive community. These findings are consistent with existing literature on positive body image and participation in activities that promote embodiment. There is value in further investigation of maximal strength training as an intervention to develop positive body image in women.

The academic literature reports mixed evidence on how social media platform and message impact consumer engagement. We investigated the effects of three platforms (Facebook, Instagram, and Twitter) and three message themes (sales, informational, and relationship building) on six consumer engagement actions (comment, like, search, share, talk about, and purchase) in a lab experiment. College students responded to social media posts featuring their National Collegiate Athletic Association Division I women’s basketball team. Results for platform show that participants were more likely to comment on Facebook and Twitter (vs. Instagram) and more likely to purchase on Twitter (vs. Instagram). Results for message theme show that participants were more likely to comment, like, and share informational and relationship building posts and more likely to purchase after sales posts. Results for message theme vary by gender for search and talk about (with others). These results can help sport marketers develop social media content that drives specific engagement actions.

This study examines minor league baseball players’ future-oriented labor by interviewing 44 baseball players and collecting data on 8,000 minor league baseball players’ careers. Minor league baseball players’ expectations of reaching Major League Baseball impacted how they evaluated their work in the present, leading them to tolerate unfair pay and working conditions. We show that players’ expectations of reaching Major League Baseball were moderately unrealistic, partly due to managerial practices encouraging unrealistic expectations. This study contributes to labor research by showing that future-oriented labor ideology is based on unrealistic expectations that employers can promote to create opportunities for future status coercion.

This conceptual review identifies the contributions of the Sociology of Sport Journal to the subfield of feminist sport media studies. Since the first issue of Sociology of Sport Journal, over 60 articles addressed primarily the media representations research area of feminist sport media studies, using a range of theoretical frameworks that mirrored theoretical shifts in the field. An empirical analysis of geographies of knowledge production indicates that the scholarship in Sociology of Sport Journal in this subfield is primarily based in the United States and focuses on Western contexts. The article concludes with a reflection on the importance of special issues and interdisciplinary collaborations in feminist sport media studies.