28 “Scoring in the Digital Arena: How Social Media Has Changed the Game for Sports Fans” By Aranesh Pahwa

INTRODUCTION

Lionel Messi is an Argentine professional footballer widely regarded as one of the greatest players of all time. His significance in the football world is immense, having won numerous individual awards, including multiple FIFA Ballon d’Or titles, and leading his teams to great successes both domestically and internationally. Messi’s career has been largely associated with FC Barcelona, where he spent the majority of his career, contributing to a golden era for the club with an extraordinary number of trophies (Shoup,2020).  For more than 20 years, fans have been enthralled by Lionel Messi, a once-in-a-generation prodigy known for his football magic. His passes are spot-on, his dribbling mesmerizing, and his goals go beyond the bounds of physics (Corkhill, 2022). The context of the 2022 FIFA World Cup was particularly significant for Messi as it was widely anticipated to be his last World Cup, given his age. Entering the tournament, expectations were high, not only from Argentine fans but also from football enthusiasts worldwide, who were eager to see if Messi could lead the national team to glory. (n.d, 2022). This article from Arab News also provides a good starting point for exploring the themes of Lionel Messi’s global appeal, the uniting power of sports fandom, and the shared experiences of fans during the 2022 World Cup. As supporters and spectators engaged in lively conversations and social media activities, this also set the framework for a worldwide narrative of expectation and heightened emotional involvement in his performances, showing the participatory culture surrounding modern football spectacles and also highlighting the SocialMediaSport where it captures how sports fans use social media platforms to consume, discuss, and engage with sports content.  This essay focuses on analyzing the audience’s reaction to Lionel Messi during the 2022 FIFA World Cup, examining the affective responses and participatory engagement of fans on a selected social media platform. Through this lens, we will explore how digital spectatorship shapes the collective experience of a global sporting event, reflecting on the broader implications of understanding participatory culture in contemporary sports fandom. Investments in sports, specifically relating to the Qatar 2022 event which was the Fifa World Cup, have influenced fans’ perceptions and attitudes. It examines the impact of these investments on the overall experience of sports fans, likely considering factors such as infrastructure, event organization, and promotional activities (Acheampong et al.,2023).

In this essay, the concept of participatory culture will be pivotal to understanding the dynamics of Lionel Messi’s audience during the 2022 World Cup. Participatory culture refers to how audiences engage not just as consumers but as active participants, often creating content, sharing opinions, and forming communities (Foster, 2023). This is particularly relevant in the context of a global event like the World Cup, where fans use social media platforms to express support, critique performances, and interact with a network of other fans. Messi’s audience can be seen as a microcosm of participatory culture, exhibiting behaviours that range from producing fan art and commentary to organizing support campaigns or engaging in debates. Analyzing these interactions will provide insights into the modern landscape of sports fandom, where digital media empowers audiences to become part of the spectacle they are watching.

LITERATURE REVIEW

In the realm of sports, fans can typically be categorized into two broad groups based on their level of engagement: participatory and non-participatory fans. Participatory sports fans actively engage with their teams and the community by discussing games online, creating fan content, and attending live events. They’re deeply involved in the fan culture. Non-participatory fans, in contrast, enjoy the sport more passively, typically watching games without engaging in broader fan activities (Foster, 2023). According to Tamir (2019) research fans who, despite having a strong connection to the sport, opt out of certain activities or events. These could be fans who are usually participatory but decide to avoid specific matches or events due to various reasons such as the stress of potentially witnessing their team lose or due to superstitious beliefs (sometimes referred to as an “illusion of influence”). This behaviour is an interesting counterpoint to typical participatory fan activities. It shows that engagement with sports teams can be complex and multifaceted. Even the most dedicated fans might choose non-participation as a coping strategy or as part of their ritualistic support of the team. Understanding these behaviours adds depth to our comprehension of sports fan culture, highlighting the emotional and psychological factors that can influence a fan’s level of participation. As Shreyansrai (2012) discusses the distinct nature of sports fans compared to regular consumers, emphasizing their loyalty and long-term commitment to teams and players. Fans are seen as more than consumers because their support persists regardless of a team’s performance. This contrasts with typical consumer behaviour, where loyalty may shift with product satisfaction. Sports fans exhibit a high level of loyalty and emotional commitment, not swayed by a team’s losses or poor performance, which is not typically seen in consumer behaviour. This underscores the depth of engagement and the emotional ties that participatory fans have, concerning analysis of reactions to Lionel Messi during the World Cup. Understanding this fan psychology can provide insights into the passionate support and collective identity seen among Messi’s global fan base.

Social media has fundamentally altered the landscape, blurring the lines between traditional sports consumers and engaged fans. Platforms like Twitter, Facebook, and Instagram have revolutionized fan interaction, offering direct engagement with teams and athletes and fostering a sense of connection previously unattainable. These platforms enable the formation of extensive online communities, where fans ranging from casual observers to tribal enthusiasts can share experiences, engage in discussions, and form a cohesive fan base. This empowerment of fans to voice their opinions has a tangible impact on public perceptions and decision-making in sports organizations, illustrating the evolution from passive to active participation. Social media’s role in making sports more accessible and inclusive broadens its appeal and participation, encompassing a wide spectrum of fan types. Athletes harness these platforms for personal branding, influencing fan perceptions and intertwining with the concept of ‘Brandom,’ where the athlete’s brand becomes central to fans, marking a shift from traditional fandom. Furthermore, the immediacy and omnipresence of social media have reshaped fan expectations and behaviours, demanding constant updates and engagement, a trend evident in the transition from traditional to fantasy sports fandom. The transformation into a space where fans are not just consumers but active content creators contributes significantly to the sports culture, reflecting a more interactive, co-creative role in the sports narrative. This comprehensive shift underscores the evolution of sports fandom in the digital age, highlighted by the dynamic, participatory nature of fan culture facilitated by social media.

The article from Blinkfire Blog on the 2022 FIFA World Cup provides valuable insights into the role of social media in enhancing fan engagement, particularly highlighting Lionel Messi’s significant presence. Messi’s record-breaking social media engagement, as evidenced by his Instagram post becoming the most engaged ever, underscores the deep connection between iconic athletes and fans fostered by these platforms. His substantial follower increase during the World Cup demonstrates the immense impact of such events and iconic figures in shaping fan experiences and perceptions in the digital age (Valls, 2022).

The Emotions in Competitive Sports offers vital insights into the affective connection between athletes and fans. It details how emotional processes, including physiological reactions and expressive behaviours, play a role in sports (Jekauc et al., 2021). This is exemplified by Lionel Messi’s performance in the 2022 FIFA World Cup Final. His visible determination and joy, especially during the penalty kick that led to Argentina’s first goal, and the overwhelming emotions at winning, resonated deeply with fans globally. This phenomenon, where fans mirror the emotional highs and lows of an athlete, aligns with the theory’s emphasis on intense emotional engagement in sports, showcasing how Messi’s emotional expressions significantly impact his audience’s feelings.

METHODOLOGY

In this essay, a mixed-methods approach will be employed to analyze fan engagement with Lionel Messi during the 2022 FIFA World Cup, integrating data from academic articles, general discourse sources such as journalism and media accounts, and social media activity, with a focus on Twitter and Instagram where Messi has a massive following, particularly 469 million on Instagram. The methodology involves conducting both qualitative thematic analysis to identify patterns in fan engagement across different fan types (nonfan, casual fan, tribal fan, etc.) and quantitative sentiment analysis of social media posts to measure emotional responses. These methods are framed within a theoretical context of sports fandom, applying relevant theories to understand the nuances of fan engagement with Messi, including how different fan types react to his performance and the role of social media in amplifying these reactions. This comprehensive approach aims to provide a multi-dimensional understanding of the relationship between Messi’s performance and the dynamics of fan engagement.

FAN ACTIVISM

Fan activism in sports goes beyond just cheering for teams. Fans now participate in social and political causes related to sports, like campaigns for fair play, fighting racism, and promoting environmental sustainability. These actions show how fans use sports as a platform to speak up on important societal issues and push for change (Annamalai,2021). This deeper involvement means fans aren’t just supporting their teams; they’re also standing up for what they believe in. Lionel Messi’s incredible performance in the 2022 FIFA World Cup is a great example of this. His skills on the field, particularly in critical games against Australia, the Netherlands, and Croatia, and in the final against France, didn’t just display his talent; they also sparked a worldwide fan response. His fans took to social media to celebrate his achievements and argue for his place as one of the greatest footballers ever. This was especially clear when FIFA tweeted calling Messi the GOAT (Greatest of All Time), which led to heated debates among fans. This shows how deeply fans are invested in Messi’s legacy, both emotionally and socially. Douglas Hartmann’s chapter “Sport, Social Movements, and Athlete Activism” in “The Oxford Handbook of Sport and Society” provides a framework to understand this phenomenon. Hartmann (2022) discusses how sports can be a powerful tool for social change, with athletes like Messi inspiring activism among fans. The passionate response and discussions among Messi’s fans during the World Cup reflect this idea, showing how sports can be more than just games; they can be platforms for social engagement and change.

Fans can be categorized into various types such as tribal fans, non-fans, causal fans, brand fans and many more (Foster, 2023).  Tribal fans are Highly passionate and have a deep emotional connection to their team or player, much like Messi’s ardent supporters who follow his career religiously and celebrate his victories as their own. Casual Fans enjoy the sport or player like Messi for entertainment but don’t have a deep emotional investment. They may appreciate Messi’s skills but aren’t as passionate as tribal fans. Brand Fans are attracted to the brand associated with a team or player. Messi, being a global sports icon, attracts brand fans who admire the prestige and style associated with his name. Messi’s partnership with Michelob Ultra could attract fans who are drawn to the lifestyle and image that both Messi and the brand represent. This kind of relationship illustrates how a sports icon’s endorsement can enhance a brand’s appeal and draw in fans who are more interested in the brand’s image and the status it confers, rather than just the athlete’s sports performance (Orosa, 2023). Non-fans have little to no interest in the sport or player. Even in Messi’s case, some individuals are indifferent to his career and the sport of football.

ENGAGEMENT OF FANS ON SOCIAL MEDIA

During the 2022 World Cup, fan engagement, especially regarding Lionel Messi, was phenomenal. Messi’s performances, culminating in his team’s victory, generated immense global excitement. Fans actively shared their admiration and support on social media, with discussions, celebrations, and artistic tributes. This engagement is crucial as it reflects the emotional and cultural impact of sports, fostering a sense of global community and shared passion. Messi, as a central figure, amplified this connection, bridging fans across different nations and cultures. His iconic status and exemplary performance made the 2022 World Cup a memorable event in sports history.

The article titled “The Excitement of Football Kicks off in Qatar: A Sample of Twitter Data Analysis” by Pelin Avcı and Gökmen Kılınçarslan likely analyzes Twitter data related to football, particularly focusing on the excitement around a football event in Qatar (Avcı & Kılınçarslan,2023). It examines how social media, especially Twitter, reflects and amplifies the public’s engagement and sentiments regarding football. The study also utilizes data analytics to understand patterns and trends in fan interactions on the platform. The Twitter analysis of fan engagement during the Qatar World Cup highlights significant themes. Fans expressed joy and safety, especially noting the absence of alcohol as a positive factor. Lionel Messi’s prominence was a key focus, with tweets celebrating his achievement and the symbolic wearing of the Bisht, a garment signifying honor and dignity in Arab culture. This analysis shows the deep connection and emotional response of fans to both the event’s cultural aspects and Messi’s iconic status in football

These Twitter comments reflect diverse sentiments about the World Cup in Qatar. One of the comments discusses Lionel Messi wearing a Bisht, a garment symbolizing nobility, highlighting its cultural significance and Messi’s esteemed status (Appendix A). Another comment passionately declares Messi as the greatest of all time (G.O.A.T), suggesting an end to comparisons with other footballers like Ronaldo, underscoring his extraordinary performance (Appendix A). These tweets collectively depict a blend of cultural appreciation, safety concerns, and admiration for Messi’s football prowess. This depicts a parasocial interaction between Messi and his Fans on mass media.

The CTV News reports that Lionel Messi’s Instagram post celebrating Argentina’s World Cup victory became the most-liked post in Instagram’s history, amassing over 61.6 million likes. The post featured several photos of Messi with the World Cup trophy, alongside his teammates and fans, showcasing the euphoria of their triumph. This achievement on social media illustrates Messi’s immense global popularity and the strong emotional connection fans have with him, especially following a long-awaited World Cup win that has solidified his legacy in football (Jones, 2022). Another post showed how a fan shared his emotions on Messi’s achievement. As Messi’s World Cup win marked Google’s highest traffic in the past 25 years during the World Cup final. The fan showed his emotions by tweeting and acknowledging Messi as the most influential athlete of the year (Appendix G).

The reactions of fans on the FOX Soccer Twitter post about the 2022 World Cup Final showcase a range of emotions and highlight the global passion for football. Fans expressed their excitement, joy, and in some cases, disappointment, reflecting the diverse sentiments that come with such a significant sporting event. This social media post became a hub for fans to share their thoughts and connect with others, demonstrating the unifying power of sports and the role of social media in fostering a global community of football enthusiasts (Appendix B).

The fan engagement on the tweet by Danny Aarons about Lionel Messi and Argentina’s victory in the FIFA World Cup 2022 showcases a blend of jubilation, admiration, and recognition of Messi’s legacy. Fans used this platform to celebrate the achievement, with many asserting that Messi has definitively proven himself as the greatest of all time in football. This enthusiastic online interaction highlights the profound impact of Messi’s career on his global fanbase, and the emotional connection fans have with their sports heroes (Appendix C). The tweet by Saiyami Kher regarding Lionel Messi and Argentina’s World Cup win exemplifies significant fan engagement, marked by numerous likes and comments. This digital interaction demonstrates the powerful emotional connection fans have with Messi and the game of football, as they use social media platforms to celebrate, discuss, and share in the joy of the historic victory. The high number of likes and comments on the post reflects the broad and passionate global fanbase that Messi commands. (Appendix D). BR Football’s tweet also captures a significant moment in football history, showcasing Lionel Messi’s triumphant moment in the FIFA World Cup 2022. Fan engagement on this post is marked by a high number of likes, retweets, and comments, indicating the widespread impact of Messi’s achievement on his global fanbase. These interactions reflect the joy, pride, and admiration fans feel for Messi, underscoring the emotional connection and influence that sports figures have over their audience. (Appendix E).

The tweets describe a vibrant example of reactionary fandom. Fans across the world used social media to express a range of emotions, from being happy to disappointment, about the World Cup and Lionel Messi’s performance. These reactions illustrate how significant sports events and personalities like Messi can unify and engage a global audience, creating a shared space for expression and connection among fans. This phenomenon demonstrates the unifying power of sports and the role of social media in amplifying fan experiences and emotions (Shabbirhusain et al.,2023).

AFFECT

In audience studies, “affect” refers to the emotional experiences and responses of audience members when they interact with media content. It encompasses the feelings, moods, and attitudes that are evoked by media, such as a film, TV show, or sports event (Cavalcante,2018). Affect theory explores how media can elicit emotional responses, shape audience engagement, and influence their perception and interpretation of content. Lin (2021), exemplifies this concept by exploring how historical performances influenced audience emotions, showing that the concept of affect is timeless and transcends media forms. This is relevant to understanding fan reactions to Lionel Messi. Just as medieval performances evoked emotional responses, Messi’s performances on the football field elicit strong feelings among fans, ranging from joy to disappointment. Fans’ affective responses to Messi’s gameplay, goals, and overall presence on the field demonstrate the powerful connection between performer and audience, highlighting the significance of affect in audience studies. (Cavalcante,2018) discusses how audiences emotionally engage with media, which is akin to how Messi’s performances on the field resonate with his fans. The excitement, joy, or even disappointment fans feel when watching Messi play illustrates the deep emotional connection audiences can have with sports figures. This emotional bond reflects the power of sports to elicit strong affective responses to the emotional impact of media on audiences.

ANTI FANS

As the essay talked about fandom so far, it is equally important to focus on the opposite too i.e., anti-fandom. According to Foster, D. (2023), fan culture is frequently motivated by a complex interplay involving fascination and frustration. Furthermore, trash talk is a routine practice in the field of sports (Kassing, W., J., 2019). There are many ways in which anti-fans might be involved in trash talk, out of which one of the significant ones is the diminution. Diminution employs strategies such as toning down rivals’ accomplishments and portraying opponents negatively (Kassing, W., J., 2019). A great example depicting the diminution in anti-fandom of Messi was discussed by Kassing, W., J., (2019), in their article. One instance was when Lionel Messi scored a goal for FCB against Real Madrid and subsequently removed his shirt as a means of celebration but immediately, he was given a yellow card for this act. So, the meme following this instance included Messi holding his shirt in the foreground, with a photoshopped drying rack and clothesline, suggesting he is casually hanging it to dry (Appendix G). This meme was proof of how anti-fans could be frustrated by the achievements of their rival player and hence, to bring them down they get involved in such acts of trash talk. This type of fandom can range from deep-rooted animosity to fleeting disappointment and includes practices like hate-watching. Anti-fandom reflects the intense emotional investment fans have, not just in supporting their favorites, but also in opposing those they dislike.

CONCLUSION

In this essay, we delved into the intricate dynamics of sports fandom, particularly focusing on the global phenomenon that is Lionel Messi during the 2022 FIFA World Cup. Through various perspectives, we explored how Messi’s outstanding performance not only captivated fans worldwide but also sparked a diverse range of emotional and participatory responses. The concept of participatory culture emerged as a central theme, highlighting how fans are no longer mere spectators but active contributors to the sports narrative. This was evident in the way fans used social media platforms like Twitter and Instagram to express their admiration, critique performances, and engage in broader conversations about Messi and football. The enthusiastic participation of fans, ranging from creating fan art to engaging in heated debates, reflects a shift towards a more interactive and co-creative role in the sports narrative.

Our exploration revealed that fan engagement transcends traditional boundaries, encompassing not just support for the athlete but also broader social and political activism. Messi’s influence extended beyond the field, inspiring discussions on various societal issues and contributing to a larger dialogue within the sports community. We also discussed the role of anti-fans, a significant yet contrasting aspect of sports fandom. Their involvement in activities like trash talk and diminution illustrates the depth of emotional investment in sports, where fans express not just admiration but also opposition, often in creative and humorous ways.

In conclusion, the phenomenon of Lionel Messi in the 2022 FIFA World Cup serves as a vivid illustration of modern sports fandom. It’s a realm where emotions, participation, and digital engagement intertwine to create a rich, multifaceted tapestry of fan culture. This analysis not only enhances our understanding of sports fandom but also sheds light on the evolving nature of audience engagement in the digital era. As we move forward, it’s clear that the lines between athletes, fans, and media are increasingly blurred, creating a dynamic and interactive sports landscape that is as emotionally engaging as it is participatory.

APPENDIX 

   APPENDIX G

REFERENCES

• Acheampong, E. Y., Akwaa-Sekyi, E. K., & Peprah-Yeboah, A. (2023). Investments in sport: fans’ impressions of Qatar 2022. The Journal of Sport Tourism, 1–18.
• Annamalai, B., Yoshida, M., Varshney, S., Pathak, A. A., & Venugopal, P. (2021). Social media content strategy for sport clubs to drive fan engagement. Journal of Retailing and Consumer Services, 62, 102648-.
• Avci, P., & Kılınçarslan, G. (2023). The excitement of football kicks off in Qatar: A sample of Twitter data analysis. The Online Journal of Recreation and Sports, 12(4), 678-686.
• Cavalcante, A. (2018). Affect, emotion, and media audiences: the case of resilient reception. Media, Culture & Society, 40(8), 1186-1201.
• Corkhill, B. (2022) Lionel Messi cements himself as the greatest of All time, Sports Mole.
• Foster, D. (2023) Active & interactive audiences in participatory culture, Audience Studies Participatory Culture of Fandom.
• Foster, D. (2023) Fandom as participatory culture, Audience Studies Participatory Culture of Fandom.
• Hartmann, D. (2022). Sport, Social Movements, and Athlete Activism. In L. A. Wenner (Ed.), The Oxford Handbook of Sport and Society. Oxford Academic.
• Hunt, K. A., Bristol, T., & Bashaw, R. E. (1999). A conceptual approach to classifying sports fans. The Journal of Services Marketing, 13(6), 439–452.
• Jekauc, D., Fritsch, J. and Latinjak, A.T. (2021) Toward a theory of emotions in competitive sports, Frontiers.
• Jones, A. M. (2022). Lionel Messi’s World Cup celebration post is most-liked in Instagram history. CTVNews.
• Kassing, J. W. (2019). Messi hanging laundry at the Bernabéu: The production and consumption of Internet sports memes as trash talk. Discourse, Context & Media, 34, 100320.
• Lin, E. T. (2021). Festive Friars: Embodied Performance and Audience Affect. The Journal of Medieval and Early Modern Studies, 51(3), 487–495.
• n.d. (2022) Messi fans from Asia Cheer on argentina at World Cup, Arab News. Available at: https://www.arabnews.com/node/2209496/sport (Accessed: 05 December 2023).
• Orosa, R. (2023). Michelob Ultra Secures Messi as Its New Brand Ambassador.
• Shabbirhusain, R. V., Annamalai, B., & Chandrasekaran, S. (2023). Global multi-sport events: content strategy for driving fan engagement on Twitter. Sport, Business and Management, 13(4), 450–469.
• Shreyansrai (2012) Consumer behavior vs fans in Sport, Sportskeeda.
• Shoup K. (2020). Lionel messi : legendary soccer player (First). Cavendish Square.
• Tamir, I. (2019). Choosing to stay away: Soccer fans’ purposeful avoidance of soccer events. Time & Society, 28(1), 231–246.
• Valls, R. (2022) 2022 FIFA World Cup: A look at social media data from FIFA, teams, players, and Media Companies: Blinkfire blog, Blinkfire Blog | Evaluate sponsorships across social, digital, broadcast, and OTT.