Section 4

How did the 2014 World Cup demonstrate that social media is more significant with audiences than ever?

Theories to be used

·         Marxism pluralism hegemony

·         Uses and gratifications 

·         Lines of appeal

·         Hyper reality

·         Alone together

·         Global village

·         Globalization  

Issues and Debates:

·         The effect of globalisation on the media 

·         Technology and advertisement

·         Representation

Introduction

How social media is changing and developing, how it is becoming a need for us and is becoming a norm. Use of examples such as memes etc (200-300 words)

Section 1: How the world cup prove social media is becoming more significant to audiences. Twitter.

In this paragraph I will be speaking about how the world cup broke records on social media. The use of audience theories can be used such as lines of appeal in the many different ways the world cup and social media combined to appeal to audiences. 

• In this section I am going to speak about how this past world cup broke records on social media
• The difference from the 2010 world cup
• How social media impacted the real world
• How footballers affect audiences

Quotes to be used

“Twitter is an online social networking service that enables users to send and read short 140-character messages called "tweets".

“Germany’s defeat of Argentina was the World Cups biggest moment, generating more than 618,000 tweets per minute”

“That record was shattered yesterday as Twitter users published 3,283 tweets per second at the close of Japan's victory over Denmark in the World Cup.”

“When Luis Suarez took a piece out of Giorgio Chiellini, Twitter traffic confirmed what had occurred before the commentary did.”

Theories

Uses and gratifications

Hyper reality

Propp character theory

Section 2: How it benefits others, such as brands.

In this section I am going to speak about the Marxist side and hegemonic views also and how brands such as Adidas used social media to gain publicity. 

• In this section I am going to speak about how Adidas changed for this world cup
• How they focus more on social media now
• Other brands and how they capitalized on the world cup
• Marxism and pluralism linked to Adidas

“Adidas has launched its biggest ever campaign to support its sponsorship of the World Cup and tellingly has opted to spend more on digital marketing than TV ads”

“The number of Adidas tweets has been increasing, averaging 12.2 million per day in the week”

“With five minutes to go in the match, Adidas' Mr. Hughes tells the team three pieces of content are ready to go if Germany wins: a Hummel’s photo, a Vine video of his goal and a group shot in case another German player also scores.”

“Hey Suarez, if you’re that hungry, why not get yourself into something really tasty”

Theories

Marxism

Pluralism

Section 3: How social media changed for the world cup

• In this section I am going to speak about how Twitter changed just for the world cup
• The hashtag your country
• Snapchat and its experiment 
• Different theories
• Global Village and being alone together

“In the World Cup timeline, you can view Tweets related to the World Cup from people in your network, along with relevant Tweets from teams, players, coaches, press, fans in the stadiums and celebrities.”

 “Use a hashtag in front of the relevant three-letter country code and that country’s flag will appear after the text.”

“That rio live thing on snapchat is gonna make me mad. I don't even like soccer”

“We wanted to build something that offered a community perspective”

“When wireless is perfectly applied the whole earth will be converted into a huge brain”

“Alone together”

Theories

Global village

Alone together

Section 4: Historical text. The 1966 world cup compared to the the 2014 world cup.

• In this section I am going to speak about the world cup of 1966 compared to the world cup before
• How the latest world cup broke many records
• Globalization and the digital revolution 

“England's victory over West Germany in the final was watched by 38 million people in the UK”

“there were 672 million tweets relating to the 2014 World Cup, according to Twitter, with more than 350 million people on Facebook posted more than 3 billion interactions”

 Theories
Globalization

Digital revolution

Historical text analysis and research

The 1966 championships was the very first to be broadcast to certain parts of the world via satellite, South American viewers were able to watch selected matches as they happened alongside those on the other side of the Atlantic watching live via Eurovision. In Britain, the BBC and ITV's coverage of the tournament was more comprehensive than ever before, a full camera crew covered every match and the two channels shared the same pictures, although not all were shown live as many games kicked-off simultaneously including the Quarter-finals. Frustratingly, the tournament was held just one year before colour television was launched in Britain on BBC2, but the final was at least broadcast on the higher definition 625-line channel as well as being shown on the 405-line services on BBC1 and ITV.
ITV had commentators at every match but had fewer live games than the BBC. 
A Eurovision title sequence incorporated both the names of the BBC and ITV, but this was probably not seen in British homes. For certain ITV had their own title sequence accompanied by a theme tune entitled "On The Ball" performed by The John Schroeder 
ITV games are in white, BBC or non-televised matches are in grey.
All matches were broadcast in black & white
England's victory over West Germany in the final was watched by 38 million people in the UK, with over ten times that number tuning in worldwide Live global coverage was not the only aspect of television coverage pioneered in 1966. Slow-motion replays were introduced to help the audience assess controversial incidents (although they weren't much help for Geoff Hurst's hotly disputed goal in the final) and the BBC employed a rotating panel of 16 pundits to provide expert analysis.

Similarities 

• Football was a worldwide phenomenon then and still is to this day
• Football and broadcasting was developing and always changing then and still is now

Differences 

• Black and white was what was being watched then now we have 3D TV's
• Social media wasn't invented then and now is ever important to our daily lives

The genre has changed as in it has developed drastically and you could say after every world cup something has developed. From then with black and white to colour broadcasting to now with social media playing an important role in how we watch the world cup.

Bibliography

References

Brookes, R. (2002). Representing sport. London: Arnold ;.

'the lowly cultural status of sport and television rubbing off onto journalist for reporting on them'

Kennedy, E., & Hills, L. (2009). Sport, media and society (English ed.). Oxford: Berg.

'sport also possesses the highly desirable quality of novelty and unpredictability'

'sport provides the mass media with many precious qualities. In terms of audiences it is able regularly to deliver large (sometimes enormous), often extremely loyal coborts of readers, listeners and viewers.

' sport provides the mass media with many precious qualities. In terms of audiences it is able regularly to deliver large (sometimes enormous), often extremely loyal coborts of readers, listeners and viewers.

Wenner, L. (2002). Mediasport (Taylor & Francis e-Library ed.). London: Routledge.

http://www.theguardian.com/media/2014/jun/08/social-media-winner-world-cup-advertisingp

“Adidas has launched its biggest ever campaign to support its sponsorship of the World Cup and tellingly has opted to spend more on digital marketing than TV ads”

I felt this quote was needed as it shows that Adidas used most of its promotion on digital media rather than TV adds for the first time showing the importance of social media and the power it now has.

“The importance, and power, of a social media strategy is underlined by Twitter which says there have already been more posts about the World Cup before a ball has been kicked in Brazil than for the entire tournament in 2010.”

This shows how social media has moved on from four years ago. In that social media has become a norm to people and their everyday lives. To show that there had been more tweets about the 2014 world cup before it had even started over the whole of the 2010 tournament shows in itself

http://www.theguardian.com/media/2014/jul/14/world-cup-final-breaks-facebook-and-twitter-records

“Germany’s World Cup final victory over Argentina smashed global records on Twitter, and has become the biggest sporting event in Facebook’s history”

http://www.theguardian.com/technology/2014/jul/15/twitter-world-cup-tweets-germany-brazil

“However, Germany's defeat of Argentina was the World Cup's biggest moment, generating more than 618,000 tweets per minute, ahead of the 580,000 tweets per minute sparked by the team's fifth goal against Brazil in the semi-final.”

http://www.theguardian.com/media/2014/jul/06/twitter-world-cup-2014-social-media-luis-suarez

“When Luis Suarez took a piece out of Giorgio Chiellini, Twitter traffic confirmed what had occurred before the commentary did.”

“In the past they could get away with it, but now they’re competing with thousands of expert observers who are searching for every detail, who’ve spotted James Rodriguez looking over his shoulder and lining up his epic shot at the same time as the pundits have.”

“I tweeted “Prince Harry’s having a ’mare” and sat back to congratulate myself on my originality. What I ought to have known is that others were having precisely the same thought and many of them were tweeting it.”

http://www.theguardian.com/media-network/media-network-blog/2014/jun/12/world-cup-football-social-media-marketing

http://www.youtube.com/watch?v=hfVUuSOyx1I&safe=active

“74.2% of viewers will be on social media during the World Cup.”

http://www.youtube.com/watch?v=Nq-VQRJlypc&safe=active

“42% of viewers are likely to be posting about their favorite ads and 52% are likely to follow or like a brand.”

“92% of people trust the recommendations they receive from friends and family above all other forms of advertising. This means that you can push your content out to your audience, but it may go unnoticed unless someone they trust tells them to pay attention.”

http://www.convinceandconvert.com/social-media-research/74-of-world-cup-viewers-use-social-media-during-the-games/

“The number of Adidas tweets has been increasing, averaging 12.2 million per day in the week”

“With five minutes to go in the match, Adidas' Mr. Hughes tells the team three pieces of content are ready to go if Germany wins: a Hummels photo, a Vine video of his goal and a group shot in case another German player also scores.”

http://adage.com/article/global-news/embedded-adidas-social-media-team-world-cup/294016/

“With five minutes to go in the match, Adidas' Mr. Hughes tells the team three pieces of content are ready to go if Germany wins: a Hummels photo, a Vine video of his goal and a group shot in case another German player also scores.”