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Frontiers in sports and active living2021; 3; 669026; doi: 10.3389/fspor.2021.669026

Social Media Influencers in Equestrian Sport.

Abstract: The study analyzes and explains the impact of social media influencers on stable cultures in Sweden and Norway, contributing to the understanding of the complex relationship between equestrian sports and social media-a relationship that is important for the welfare of horses. Since equestrianism is one of the most popular sports in Sweden and Norway, influencers' social media communication greatly impacts followers' perception of the human-animal relationship. Despite the popularity of equestrian sports, studies thereof are rare, and research combining equestrian sports and social media is almost non-existent, making this study important and relevant. The analysis focuses on the six biggest equestrian influencers in Sweden and Norway and their social media accounts. Goffman's (1967) micro-sociological perspectives, alongside previous research on social media, are used to discuss knowledge exchange, co-creation of authenticity and intimacy and sponsorship and advertisement. The influencers mainly focus their communication on horse-related issues, and their (and their followers) love of horses create the intimacy needed as a base for other messages (perceived knowledge and advertisement). The intimacy and authenticity are strengthened in the interaction between followers and influencers, and the latter receive positive feedback for their way of handling their horses' lives. The expressive order of stable culture(s) is seldom questioned and the acceptance of this order is likely to make the commercial endorsements less visible and more convincing.
Copyright © 2021 Radmann, Hedenborg and Broms.
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Publication Date: 2021-04-21 PubMed ID: 33969300PubMed Central: PMC8096902DOI: 10.3389/fspor.2021.669026Google Scholar: Lookup
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Summary

This research summary has been generated with artificial intelligence and may contain errors and omissions. Refer to the original study to confirm details provided. Submit correction.

The study discusses how social media influencers play a significant role in shaping stable cultures in Sweden and Norway, focusing on horse welfare and equestrian sports. It identifies the interplay between social media messages and followers’ perception of human-horse interactions, offering insights into equestrian sports and social media connectivity. The central argument of the research is around six popular equestrian influencers from these countries, their communication impact, and the effects on the followers and larger stable culture.

Context and Relevance of the Study

  • The study aims to shed light on a subject that has been previously unexplored. The popularity of equestrian sports in Sweden and Norway has increased, but academic studies analyzing the impact and role of social media influencers on equestrian sports and stable cultures are scarce. This research gap makes the current study both significant and timely.
  • The paper is intricately tied to the broader scope of animal welfare. It underscores how the perception and handling of horses are largely influenced by these influencers’ social media messages, thereby impacting the larger equestrian activities and horse wellbeing.

Analytical Framework

  • This research employs Goffman’s (1967) micro-sociological perspectives to analyze the communication process between these influencers and their followers, focusing on areas such as knowledge exchange, creation of authenticity and intimacy, and sponsorship and advertisement.
  • This micro-sociological lens allows for an in-depth exploration of the subtle cultural nuances and social interactions within the equestrian social media space, thereby unearthing the influencers’ underlying impact on their followers’ perceptions and actions.

Key Observations and Findings

  • The study highlights that equestrian influencers primarily discuss horse-related matters. Their love for horses and the shared passion with their followers form the basis for other messages, including perceived knowledge and advertisement. This targeted communication strategy serves to create an intense sense of authenticity and intimacy with their followers, crucial for their impact.
  • This interaction process aids in strengthening the bond between followers and influencers, as the influencers receive positive reinforcement for their horse-handling methods. In turn, this affirmation further solidifies the constructed authenticity and intimacy.
  • The commonly accepted norms and traditions within the stable culture(s), also known as the expressive order, are seldom contested, which potentially makes commercial endorsements less noticeable but more persuasive. This finding suggests that the acceptance of the established cultural order might subtly embed and transmit commercial interests or messages, further increasing influencers’ impact.

Cite This Article

APA
Radmann A, Hedenborg S, Broms L. (2021). Social Media Influencers in Equestrian Sport. Front Sports Act Living, 3, 669026. https://doi.org/10.3389/fspor.2021.669026

Publication

Frontiers in sports and active living
ISSN: 2624-9367
NlmUniqueID: 101765780
Country: Switzerland
Language: English
Volume: 3
Pages: 669026
PII: 669026

Researcher Affiliations

Radmann, Aage
  • Department of Teacher Education and Outdoor Life Studies, Norwegian School of Sport Sciences, Oslo, Norway.
Hedenborg, Susanna
  • Department of Sport Science, Malmö University, Malmö, Sweden.
Broms, Lovisa
  • Department of Sport Science, Malmö University, Malmö, Sweden.

Conflict of Interest Statement

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

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Citations

This article has been cited 5 times.
  1. Onose I, Onose RM, Abalasei BA. The Role of Mass Media in Promoting the Dual Career of the Performance Athlete. Behav Sci (Basel) 2023 Feb 23;13(3).
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  2. Broms L, Boije Af Gennäs K, Radmann A, Hedenborg S. Accessibility, Agency, and Trust: A Study About Equestrians' (Online) Learning Repertoires. Front Sports Act Living 2022;4:863014.
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