Social Connections Through Mediated Sports: The Influence of Consuming Sport Content on Building Social Capital
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The diversification of sports media has transformed how audiences engage with content, shifting attention from specific teams or leagues to broader, more varied formats. This study examines how different types of mediated sport content - sport match related, pre-/post-match related, and sports news related-influence the development of bridging and bonding social capital, with opportunities for social connection as a mediating mechanism. Results indicate that sport match-related and pre-/post-match related content positively influence social connection and, in turn, social capital. However, sports news showed no significant effect on opportunities for social connection. Bridging social capital demonstrated a stronger path coefficient than bonding social capital, suggesting that mediated sport consumption may more effectively foster broader, cross-group social ties. These findings highlight the social potential of mediated sports consumption and the varying impact of content types.
Abstract
The diversification of sports media has transformed how audiences engage with content, shifting attention from specific teams or leagues to broader, more varied formats. This study examines how different types of mediated sport content - sport match related, pre-/post-match related, and sports news related-influence the development of bridging and bonding social capital, with opportunities for social connection as a mediating mechanism. Results indicate that sport match-related and pre-/post-match related content positively influence social connection and, in turn, social capital. However, sports news showed no significant effect on opportunities for social connection. Bridging social capital demonstrated a stronger path coefficient than bonding social capital, suggesting that mediated sport consumption may more effectively foster broader, cross-group social ties. These findings highlight the social potential of mediated sports consumption and the varying impact of content types.