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Jon J. Dart

This study focuses on the use of new technologies by the sports-media complex, looking specifically at the 2006 FIFA World Cup Finals. Combining the world’s single largest sports media event with one of the most current, complex forms of Web-based communication, this article explores extent to which football fans embedded in Germany used the Internet to blog their World Cup experiences. Various categories of blog sites were identified, including independent bloggers, bloggers using football-themed Web sites, and blogs hosted on corporate-sponsored platforms. The study shows that the anticipated “democratizing potential” of blogging was not evident during Germany 2006. Instead, blogging acted as a platform for corporations, which, employing professional journalists, told the fans’ World Cup stories.