Abstract
Research focusing on social media usage in sport communication and its related media has made significant strides in the last 2 decades. Researchers have provided key insights into how social media content is created by sport entities and media members, how sport fans and consumers feel about social media content, and how aspects of social media content inform public perception of matters pertaining to race, gender, ethnicity, politics, and other key cultural areas. However, the changing natures of social media technology and user preferences for content have often moved faster than the body of research surrounding them. This commentary highlights a gap in published sport communication studies focusing on dynamic social media content and provides suggestions for addressing a key present, and future, need for scholarly inquiry in the field.
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