The Evolution of Athlete Branding: A Bibliometric Analysis

An Examination of Brand Management in High-Performance Sport

Sport marketing and management have become significant professions within the global landscape of the sport and business industry. Sport marketing and management have had a historical association with the sport sciences; however, there has been a trend to change the focus towards a business orientation at both the educational and professional levels. Does that mean sport marketing and management are no longer important to the sport sciences? The author seeks to answer that question by researching the biophysical, psychosocial and sociocultural domains of sport science to determine whether each domain plays an integral role in sport marketing and management while also enhancing the ability of sport scientists to advance their fields of study. The research shows that, because of the hybrid nature of sport management, there is a need for cross-disciplinary education in sport sciences and sport marketing and management. This requires educators to recognise that interdisciplinary dialogue between sport studies and management needs to take place to assure the future growth of the profession across disciplines. In addition, there is a need for various elements within the professions of sport marketing, sport management and sport sciences to build effective and efficient relationships, collaborations and cooperative efforts.

ABSTRACTDigitalization forces print media to transform into online media so that the number of online media increases. In January 2023, the Press Council noted that there were 1,711 media companies in Indonesia that had been verified. The largest number is online media, namely 902 companies. Data from the Press Workers Union (SPS) in 2022, the number of print media will decrease to only 399 media. The previous year there were still 593 print media. The BUMNTrack print magazine utilizes digital platform media in delivering news content to build a sustainable business in the digital era. The print magazine BUMNTrack, which is published once a month, has been transformed into bumntrack.co.id and BUMNTrack TV, whose news content can be seen on YouTube, Instagram, Facebook. Research title "Transformation of BUMNTrack News Content in Achieving Sustainable Business in the Digital Era". The research objective is to determine BUMNTRACK's content transformation strategy on digital media in achieving sustainable business. The research uses qualitative methods with a case study approach. Research results: The use of digital media by BUMN Track until December 2023 is as follows: 1) The bumntrack.co.id news site contains 10-15 news content related to BUMN per day. 2) The https://www.instagram.com/bumn.track account has 1,113 posts, 3,715 followers and 1,112 following. 3) The https://www.youtube.com/c/BUMNTrackTV account has 322 thousand subscribers and displays 435 videos related to BUMN news. 4) The transformation of BUMNTrack content into digital media has maintained BUMNTrack's credibility in the eyes of readers and clients in the center. The transformation of BUMNTrack's news content encourages sustainable business development amidst the decline in the media business. 5) The transformation of BUMNTrack content into digital media ensures that BUMNTrack's branding as a news media specifically for BUMN is maintained. A number of BUMNTrack marketing activities, including annual events such as the BUMN Branding and Marketing Award and the Environmental Social Responsibility Award (TJSL Award) always receive support from BUMN and BUMN. The transformation of news content into digital media carried out by BUMNTrack has encouraged efforts to build a sustainable business. Keywords: Sustainable Business, BUMN, Digital Media, Content Transformation

Good qualitative can help sport management researchers and industry professionals solve difficult problems and better understand their organisations, stakeholders and performance. Now in a fully revised and extended new edition, this book is a user-friendly introduction to qualitative methods in sport management. Covering the full process from planning to reporting results, this edition includes expanded coverage of cutting-edge areas including digital and social media research, critical realism, and social network analysis. The book examines the reflective and interrogative processes required for developing effective qualitative questions and includes a deeper discussion of ontology and epistemology in the light of today’s rapidly changing society. It takes the reader step-by-step through essential and emerging qualitative methods, from actor network theory and ethnography to computer-assisted data analysis and sampling typologies. Every chapter includes examples of real qualitative research, including shorter research briefs and extended case studies, reflecting the exciting qualitative that is currently occurring in sport business and management, and highlighting the links between and sport management practice. This is essential reading for courses in sport management, sport business, sport policy, sport marketing, sport media, and communications. It provides students, researchers, and practitioners with the knowledge and skills to undertake qualitative while deepening their understanding of how the social world can be perceived and interpreted through a particular theoretical lens. Useful online materials include recommended readings and PowerPoint slides.

Over the past several decades, the once despised fans have been introduced to the central stage of audience study, challenging people’s stereotype about fans. Fans are considered as the most active and visible audiences since they are active producers rather than passive consumers. With the pervasiveness of the digital media, fans are provided with more opportunities to engage with the media production and challenge the authority of media industry. However, there are still some scholars argue that fans in digital era are prone to be exploited by media industry as free labor. These two contradictory aspects illustrate the main characteristics of fans in digital media era. This research aims to explore the reconfigured relationships between fans and professional media producers, critically discussing the extent to which fans are empowered and exploited in the digital media era. The analysis in this paper is organized from three main aspects: first, the transformation of fans’ images in the ever-changing media landscapes is illustrated, emphasizing the trend that fans are increasingly considered to be more active and influential in the media production process; second, the ways that fans engage with media production in the digital media era are explored in details, which supports the opinion that fans are empowered in digital media era; third, the emerging exploitations of fans online practice are demonstrated by employing the concept of free labor. By critically discussing both the empowerment and exploitation of fans in digital media era, in this paper, it is concluded that although the increasing productivity and influence of fans imply the reconfigured relationships between fans and media producers, the emerging exploitation of fans’ free labor should not be ignored which indicates that the power discrepancy between fans and media producers still exists. The empowerment and exploitation of fans in digital media era should not be considered as a zero-gum game. Since the digital fandom is more complicated than before, the binary opposition between empowerment and exploitation should be revisited and revised. Within the context of the emerging digital economy, fans and media producers are continuously negotiating with each other.

Aim of the Study: The study examine and evaluate the changing trends in media consumption behaviors throughout the digital age. The primary emphasis is placed on comprehending the interactive relationship between digital and traditional media channels and providing valuable insights into how consumers interact with and adjust to these evolving media environments. Methodology: The use of quantitative data analysis approaches, including descriptive statistics and perhaps inferential statistics, was carefully chosen using a time-efficient sampling technique, and their responses to a Google Forms survey that included (20) carefully crafted questions about their demographics and included a sample size of (N=500) media habits and feelings about different forms of media were analyzed in depth. Findings: The findings of the data revealed a clear leaning toward digital media, especially when it came to social media, streaming services, and online news websites and digital media was universally praised by respondents for its accessibility, enormous content library, and ability to be accessed whenever desired. Nonetheless, it is clear that many respondents valued the in-depth analysis and reliable reporting that characterize traditional forms of journalism. There were younger generations favoring digital media and older generations remaining steadfast in their devotion to traditional outlets. Conclusion: The Study concluded that the media business must quickly adjust to this shift since it indicates digital media will soon dominate the media consumption landscape. In the modern era of digital media, it helps us better comprehend the complex relationship between new and old forms of communication. The study's open methodology and strong results provide a firm footing for further investigation, and they highlight the need for the media industry to adapt to the changing interests of consumers.

Purpose This paper aims to provide a comprehensive bibliometric approach to analyze the integration of automation and artificial intelligence (AI) in accounting. The study identifies key trends, influential works and future directions to help academics, practitioners and regulators maximize the potential of automation and AI in accounting. Design/methodology/approach This paper conducted a bibliometric analysis, using performance analysis and science mapping techniques to examine 343 articles from the Scopus database covering the period from 2001 to 2024. Preferred Reporting Items for Systematic Reviews and Meta-analysis (PRISMA) protocol was used to ensure a systematic and objective process for identifying, screening and including relevant studies. The analysis used Biblioshiny to generate bibliometric indicators, such as publication trends, thematic maps and insights into co-citation patterns, thematic evolution and the intellectual framework outlining the scope of automation and AI in accounting. Findings The results reveal that the research area is structured around four main conceptual clusters: automation and AI as tools for enhancing accounting practices, the shift toward digital management accounting processes, emerging technologies such as blockchain and Internet of Things for process automation in accounting and auditing and machine learning (ML) and advanced data analytics for fraud detection, real-time reporting and cost optimization. Also, the analysis of theme evolution demonstrates a clear shift from automation (2001–2010) to AI and ML (2011–2020) with digital transformation, big data and data analytics as dominant themes in 2023–2024. Originality/value To the best of the authors’ knowledge, this study is the first comprehensive bibliometric analysis of the available literature on automation and AI in accounting. This analysis fills a critical gap by providing insights into unexpected areas such as the intellectual and social structure of the research area. Using PRISMA and Biblioshiny, this study outlines key trends and gaps, providing guidance for further studies in the digital era.

Due to the growing capacity of modern technology to build brands through digital integration and social media networking, athletes have begun to create their own digital presence in efforts to reach a wider target audience. As such, entrepreneurs who develop integrated networks of traditional marketing and social media strategies—designed to increase brand influence in the digital space—are beginning to develop ways in which to capitalize on the monetization of the digital athlete brand. Digital athlete branding involves creating a digital presence for the professional athlete through the development of personal websites, social networks, and new media to provide unique fan experiences built around an athlete’s image and personality. This research involves a comprehensive analysis of the modern sport marketing strategies employed by Fusion Sports, Inc., a marketing group specializing in digital athlete branding, from its inception to its development as a successful and leading digital marketing agency in the sport industry. Data were collected through unstructured interviews with upper-level managers of the marketing firm over the course of a summer in 2012. Specifically, this paper was a case study of the methods and strategies employed by a marketing firm in its effort to monetize the value of an athlete brand. The main purposes were to explore the nature of athlete branding from a managerial perspective, and analyze the methods used to engage fans in the digital and social marketplace. The findings shed light on the strategies used by a leading digital marketing firm in the field of sport business as a means to integrate the disciplines of entrepreneurship and sport marketing in an effort to build upon sports-based entrepreneurship theory. Due to its highly profitable opportunities, competitors will likely continue to enter the niche market of athlete branding. According to findings, however, the nature of the business is based on building relationships with the right mix of athletes willing to engage fans in the digital space. While athletes have begun to slowly take advantage of the currently existing digital channels, the services provided by FusionSports to athletes and the products they create for fans might serve as an inspiration to future innovators, and as a template for other digital and sport marketing firms.

Artificial intelligence (AI) and big data have the potential to promote advancement across various industries. Sport management and marketing have also significantly transformed due to rapid technological advances such as those in AI and big data analytics. Especially sports companies, however, are still underutilizing the potential of AI. At the same time, considering the existing sport marketing research, the effectiveness and optimization of dynamic marketing stimuli in dynamic sport media settings remains unclear. This study aims to assess the differences between two AI models’ predictive capabilities with and without access to consumers’ biometric data when forecasting the influence of game features on consumers’ responses. Academic theoretical models indicate that individual biometric features have a considerable influence on consumers’ responses; nevertheless, it remains impractical for companies to access these data concerning message effectiveness and ROI evaluation. Therefore, the study attempts to enhance the feasibility of message optimization for companies by trialing a real-time prediction derived from game features alone, exemplifying how much predictive capability is lost by non-available consumer data. Two supervised machine learning models (one initial, primarily theoretical based model; one adapted model due to available data) were trained to reanalyze large-scale eye tracking and game-related data, resulting in high predictive accuracy and appropriate applicability of the models. Both models were able to predict consumers’ responses with over 90% accuracy (initial model: 96%; adapted model: 94%). This study exemplifies AI usage in sport marketing and management, enabling companies to implement more effective marketing messages and strategies for their sponsorship based on real-time evaluation.

The goal of this paper is to provide a bibliometric analysis of scientific publications that employ text mining in management. To accomplish this, the authors collected 1282 documents from the Web of Science and performed performance analysis and science mapping with the help of the Bibliometrix package in Rstudio. The performance analysis used a range of bibliometric indicators such as productivity, citations, h-index, and m-quotient, in order to identify research trends and the most influential journals, authors, countries, and literature in the study. Science mapping used author keywords co-occurrence, co-authorship, and co-citation analysis to reflect the conceptual, social, and intellectual structure of the research. Specifically, we have seen an exponential increase in the use of text mining in management in recent years. The United States is the dominant country for research, having the earliest studies and the highest number of literature and citations. Furthermore, the research themes showed that topic modeling is at the forefront of current text mining research about management. This study will help scholars and management practitioners interested in the intersection of text mining and management to quickly understand the latest advances in research.

Institutional entrepreneurship comprises the activities of agents who disrupt existing social institutions or create new ones, often to enable diffusion, especially of radical innovations, in a market. The increased interest in institutional entrepreneurship has produced a large number of scholarly publications, especially in the last five years. As a consequence, the literature landscape is somewhat complex and scattered. We aim to compile a quantitative overview of the field within business and management research by conducting bibliometric performance analyses and science mappings. We identified the most productive and influential journals, authors, and articles with the highest impact. We found that institutional entrepreneurship has stronger ties to organization studies than to entrepreneurship research. Additionally, a large body of literature at the intersection of institutions and entrepreneurship does not refer to institutional entrepreneurship theory. The science mappings revealed a distinction between theoretical and conceptual research on one hand and applied and empirical research on the other hand. Research clusters reflect the structure–agency problem by focusing on the change agent’s goals and interests, strategies, and specific implementation mechanisms, as well as the relevance of public agents for existing institutions, and a more abstract process rather than agency view.

The growth of Sport Management programs in the United States over the past 50 years has sparked debate about where they should reside on college campuses. However, it has also provided significant opportunities for collaboration and integration with other academic programs in Kinesiology and Public Health. This paper explores relevant literature and current issues that highlight the intersection of sport management, physical activity, and health and then describes two academic programs that were redesigned to better integrate sport management and the health sciences. The Sport Marketing and Management program at Indiana University provides students with the opportunity to expand their business training, with particular emphasis on diversity, equity, and inclusion, through coursework in health and movement-related programs in the School of Public Health. The School of Kinesiology’s Applied Exercise Science program at the University of Michigan offers students the option of pursuing a management elective track that incorporates courses from the school’s Sport Management program. This paper provides leaders in Kinesiology with explicit examples of integrating kinesiology and public health with sport management and serves to encourage leaders to promote and support greater collaboration within units of Kinesiology and other health science programs.

PurposeThis article examines the dominant research topics that guide the literature on women's entrepreneurship in family businesses.Design/methodology/approachThe authors used performance and scientific network mapping analyses from bibliometric techniques. Performance analysis was used to identify the most influential journals, authors, countries, co-citation, multidimensional scaling (MDS), hierarchical cluster (HCA) and document analysis to identify dominant research themes.FindingsThe research results show that studies on women's entrepreneurship in family businesses are gathered in three clusters. The studies in the first cluster focused on family succession and women's roles. The themes of the succession process, gender bias, leadership and entrepreneurship in the second cluster are intense. Finally, in the third cluster, the themes of women leaders and identity construction dominate.Research limitations/implicationsFirst, new conceptualizations of female entrepreneurship from family businesses emerge over time (example: “fementerpreneur”); accepting and using these words takes time. For this reason, the authors may have missed the newly emerged concepts in the field of family businesses in the search strategy. Second, although MDS results are widely used in bibliometric research, other forms of MDS analysis may reveal different groups and clusters. Finally, bibliometric analysis is based more on retrospective and dominant themes in the most cited articles, with a heavy emphasis on the most cited papers. Hence, new articles and contributions can be equally important.Originality/valuePrevious studies have not examined the subject of women's entrepreneurship in family businesses. By addressing this issue and setting the agenda for future research, the authors contribute to the literature on women's entrepreneurship in family businesses.

This chapter presents the research questions, approaches, and arguments of the book, asking how our everyday lives with media have changed after the smartphone. I introduce the topic of media use in everyday life as an empirical, methodological, and theoretical research interest, and argue for its continued centrality to our digital society today, accentuated by datafication. I discuss how the analytical concepts of media repertories and public connection can inform research into media use in everyday life, and what it means that our societies and user practices are becoming more digital. The main argument of the book is that digital media transform our navigation across the domains of everyday life by blurring boundaries, intensifying dilemmas, and affecting our sense of connection to communities and people around us. The chapter concludes by presenting the structure of the rest of the book, where these arguments will be substantiated in analysis of media use an ordinary day, media use in life phase transitions, and media use when ordinary life is disrupted. Citation Ytre-Arne, B. (2023), "Introduction: Media Use and Everyday Life in Digital Societies", Media Use in Digital Everyday Life, Emerald Publishing Limited, Bingley, pp. 1-16. https://doi.org/10.1108/978-1-80262-383-320231001 Publisher: Emerald Publishing Limited Copyright © 2023 Brita Ytre-Arne License Published by Emerald Publishing Limited. This work is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this book (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode. Can you remember your first smartphone, and did it change your life? I bought my first smartphone in the early summer of 2011, right before the birth of my first child. I can safely say that life was never the same again. Although the new phone was hardly the most significant change that happened, it became part of how I reconfigured everyday life. My coincidental timing of these events might be a personal particularity, but the early 2010s, only a little more than a decade ago, was a period in which smartphones became part of everyday life for lots of people. This happened in Norway where I live, and in other countries in the Global North, soon followed by broader proliferation worldwide (Avle et al., 2020). In 2021, it was estimated that more than 90 per cent of people had smartphone access in a growing number of countries around the globe (Deloitte, 2021). ‘Smartphones changed everything’, wrote the Wall Street Journal in 2020: ‘smartphones upended every element of society during the last decade, from dating to dinner parties, travel to politics. This is just the beginning’ (Kitchen, 9.9.2020). But while all of this was happening, people lived their lives, using smartphones along with other media old and new, interwoven with what was going on in their lives, and in the world around them. This book explores the role of media in our everyday lives in digital societies, after the proliferation of smartphones and in conditions of ubiquitous connectivity. I analyze everyday media use across platforms, content types and modes of communication, taking the perspective of how we live our lives with media – how we manage plans and practicalities, keep in touch with friends and family, seek information and entertainment, work and learn, take part in shared experiences, and connect to our social lifeworlds. We might do all of this in the space of one single day, and we might experience such a day as ‘ordinary’ – just normal everyday life. But media technologies are also part of our less ordinary days, important to how we manage life-changing transitions and special events in our personal lives, and to how we relate to local communities, political processes or global events. We use media to connect to each other, and to society – throughout an ordinary day, across the life course, and in times of disruption. The smartphone is emblematic of how our everyday lives with media are changing in a digital and hyper-connected society, and as such it is essential to the topic of this book. A central question I discuss is what it means that most of us now have a smartphone to reach for, from where we are and what we are doing, to manage multiple aspects of our daily lives: A mobile, flexible device we rely on to communicate, find information, entertain and assist us, often used in combination with other media, but also a device that enables tracking and surveillance of our movements and engagements, informing feedback loops based on our personal data. How has digital media use in everyday life changed after the smartphone? To answer these questions, I draw on classic scholarship on media and communication technologies in everyday life (Baym, 2015; Silverstone, 1994), and on recent analysis of digital ambivalence and disconnection (Syvertsen, 2020). With a user perspective, I situate smartphones and other kinds of digital platforms as part of broader media repertoires (Hasebrink & Hepp, 2017), with an interest in the totality and internal relationships of any kind of media that people use and find meaningful in their everyday lives. I further understand everyday media use as central to public connection (Couldry et al., 2010), to how we orient ourselves to a world beyond our private concerns. The book provides an updated perspective on media in everyday life after digital media has become increasingly embedded and ingrained in society. A purpose for the book is to fill a gap between classic (but old) discussions on everyday media use, and recent (but sometimes narrowly focused) studies of new technologies. Our understandings of everyday media use are still shaped by theories developed before the internet, before digital and social and mobile media. This book highlights rather than discards these understandings, but moves forward in tackling dilemmas of technological transformations, and by considering recent crises such as the COVID-19 pandemic. I untangle how media becomes meaningful to us in the everyday, connecting us to each other and to communities and publics. The book offers empirical, methodological and theoretical insight on media use in digital everyday life. Why Everyday Life? ‘Everyday life’ is one of those concepts that everyone understands, but which is still difficult to define. The term is not internal jargon belonging to a particular research field, but instead recognizable across a range of contexts – we might even describe it as an ‘everyday’ term. One of the early ideas behind this book was to answer the questions: ‘But what do you mean by everyday life?’ and further ‘Why do you [meaning media use researchers] go on about everyday life?’. These are good questions. Let us start with the latter: Why everyday life? More precisely, why would someone interested in media use find it important to refer to everyday life for contextualization? In media and communication studies, interest in everyday life has a long history. The idea of everyday life has been central to approaches and research interests in cultural studies (Gray, 2002; Morley, 1992), media phenomenology (Pink & Leder Mackley, 2013; Scannell, 1995) or media ethnography (Hermes, 1995; Radway, 1984). The term has been particularly central to theories of domestication (Haddon, 2016; Silverstone et al., 2021) focused on processes of gradually integrating media technologies in the home. Roger Silverstone wrote a classic volume on Television and everyday life (Silverstone, 1994), arguing that in order to move past debates on television as ‘good’ or ‘bad’ and actually understand what it is, we have to consider television as embedded in tensions and dynamics of everyday life. Shaun Moores (2000) applied everyday life as a framework for understanding the historical development of broadcast media, and Maria Bakardjieva (2005) analyzed the domestication of computers and internet technologies in everyday life. Elizabeth Bird (2003) wrote The Audience in Everyday Life to argue for the relevance of ethnographic methods to understand our media-saturated reality, while Tim Markham (2017) wrote an introductory textbook titled Media and Everyday Life to present topics and thinkers in media studies through their relevance to daily life. All of the above are books on media with ‘everyday life’ in the title. Moreover, the term keeps popping up in journal articles on a variety of topics regarding media use: A comparative study of why people read print newspapers in the digital age refer to how different media are integrated into everyday life (Boczkowski et al., 2021), while a study of people who prefer online media at home find that digital alternatives are perceived to be better integrated into domestic everyday life (Müller, 2020). In analysis of how and why we follow news, the idea of the everyday provides a way of situating ordinary users at the centre of attention, by discussing everyday news use (Groot Kormelink & Costera Meijer, 2019) or everyday public connection (Swart et al., 2017). In debates about datafication and emergent technologies, the notion of the everyday is used to highlight human and social experiences with for instance self-tracking (Lomborg & Frandsen, 2016), smart homes (Hine, 2020) or algorithmic media (Willson, 2017). What do these different contributions have in common? They refer to everyday life to signal a position, because referencing ‘everyday life’ holds some empirical, methodological or theoretical implications. The term can be invoked to answer the ‘so what’-question: A compelling reason for why we need to study media at all is its relevance to everyday life (Silverstone, 1999). Today we can adapt this argument to why we need to study the smartphone – it is part of everyday life. Through such statements, we frame the smartphone as a technology and research topic that is recognizable and relevant to experiences and dilemmas each of us encounter. The smartphone has transformed society, but it has done so through our everyday interactions. Similarly: Why does it matter if people read international news or look at cat videos online, watch Netflix or Linear TV, listen to music on Spotify or prefer vinyl records? If you are interested in media business models or media policies, and find the choices users make a bit puzzling, you might need to look into motivations and contexts in everyday life to gain a deeper understanding of what goes on. Attention to everyday contexts can both complicate and enhance insights gained from other types of tracking and measurements of media use (Groot Kormelink & Costera Meijer, 2020). To understand new technologies, or connect critiques of these phenomena to people’s experiences, everyday life is an essential framework: It is easier to grasp the idea of ‘the Internet of Things’ (Bunz & Meikle, 2018) as having to do with whether your refrigerator needs internet connection, than through concepts such as machine learning or smart sensors. Sometimes the position signalled by referring to everyday life is explicitly normative. A key example is the debate on everyday experiences with datafication, or ‘the quantification of human life through digital information, very often for economic value’ (Mejias & Couldry, 2019). The idea of so-called ‘big data’ as more precise or valuable has been met with critical questions (Boyd & Crawford, 2012), and with concern for how audience engagement can be harvested and utilized for opaque purposes (Ytre-Arne & Das, 2020). In criticizing these developments, the notion of ‘everyday life’ is central to put the human experience of living in datafied conditions front and centre (Kennedy & Hill, 2018), or to focus on the people rather than systems (Livingstone, 2019). This interest further corresponds to feminist (D’Ignazio & Klein, 2020) and postcolonial critiques (Milan & Treré, 2019) of datafication and power. We can also signal analytical and methodological interests by referring to everyday life: The term is used to prioritize context over generalizability, and ordinary user perspectives and experiences over media professionals and institutions. This could imply attention to small acts of engagement in social media (Picone et al., 2019), and inclusion of seemingly mundane practices of media use (Hermes, 1995; Sandvik et al., 2016). An everyday life perspective is a backdrop for cross-media research (Lomborg & Mortensen, 2017; Schrøder, 2011) rather than pre-selecting which media to study based on the researchers’ preconceived notions of what matters. Qualitative researchers and ethnographers also draw on ‘everyday life’ as a term that points towards preferred methods: Talking to people about a day in the life (del Rio Carral, 2014), ‘capturing life as it is narrated’ (Kaun, 2010) with diary methods, and exploring experiences and reflections in informants’ own words. Some quantitative studies of media use also use the term (Hovden & Rosenlund, 2021) and research on everyday media repertoires can combine qualitative and quantitative approaches (Hasebrink & Hepp, 2017). I am also someone who often explain and position my key research interests through the notion of everyday life. A long-running interest in everyday life has informed my preference for qualitative and user-focused methods, in the studies I draw on in this book and in other projects. I have used the term ‘everyday life’ in the title of publications (Moe & Ytre-Arne, 2021; Ytre-Arne, 2012), and also explored how media use changes with biographical disruption to everyday routines (Ytre-Arne, 2019) or discussed audience agency in everyday encounters with digital and datafied media (Ytre-Arne & Das, 2020; Ytre-Arne & Moe, 2021a). For me, the everyday signals a perspective on why and how to study media use: it is important because it is part of daily life, it is interesting because everyday life is diverse and meaningful, and it is impossible to be done with because it changes constantly. I do not think there is any necessary contradiction between an everyday perspective versus a societal or political perspective on media use – instead, everyday life is where political dimensions of media are experienced, interpreted, and acted upon. This point runs as an undercurrent through the analyses of this book and is highlighted in the concluding chapter. What is Everyday Life? We have established that media are part of everyday life, and that research on media use is interested in everyday life. That is not to say that definitions everyday life abound in the literature referenced above, or in the field at large. Even classic contributions observe that commenting on the topic of everyday life might seem simplistic (e.g. Silverstone, 1994, p. 19). There is considerable variation in how precisely or extensively the concept is explained: Some works develop distinct philosophical understandings (e.g. Bakardijeva in Sandvik et al., 2016), or ground the term in substantial discussion of different theoretical positions (e.g. Cavalcante et al., 2017). Some authors define the term and how it connects to methodological and analytical frameworks in their studies). Others explain adjacent concepts to the everyday, such as the study mentioned above of why people still read print newspapers (Boczkowski et al., 2021), which draws on theories of ritualization, sociality and cultural contexts. Nevertheless, everyday life is theorized in disciplines from human geography (Holloway & Hubbard, 2001) to psychology (Schraube & Højholt, 2016). Some central philosophical contributions are Henri Lefebvre’s Critique of Everyday Life (1947), which formulates a Marxist-inspired argument about the importance of this sphere of human conduct in the face of capitalism and technological change, and Michel De Certeau’s The Practice of Everyday Life (1984) which emphasizes the concept of potentially subversive tactics in people’s navigation through daily life. Another key work is The Structures of the Lifeworld (Schutz & Luckmann, 1973) which formulates Alfred Schutz’ theory of the lifeworld in which everyday life is enacted, including spatial, temporal and social dimensions, and how we move through ‘zones of operation’ where people and places beyond our immediate surroundings are yet within ‘restorable reach’ to us, through the familiarity or routines in the everyday which we take for granted (1973). This understanding has been particularly important to phenomenological and sociological studies of media and technologies in everyday life. Such philosophical works on everyday life are briefly to referenced in studies of everyday media use, a understanding that is more or less For (1984) to discuss the role of media in daily on and a growing as as philosophical interest in everyday life as a research that media are not used in from one or from personal an example of the of media use in dynamics at that media are an part of the way the everyday is p. and points that have been up in discussions of media (Hasebrink & Hepp, and of media use as mundane but yet meaningful in everyday (Hermes, 1995; Sandvik et al., 2016). In study of early internet use at Bakardjieva provides a theoretical discussion of how and Lefebvre’s theories relate to communication technologies, the idea of a critical phenomenology to understand users as as Roger work on everyday life also Schutz’ understanding of the and further of the in a discussion of whether this lifeworld is different in conditions of (Silverstone, Silverstone debates about order and in a world of societal and new communication with an that television is we have seemingly to take for as a technology and social and as part of our everyday lives. these Silverstone emphasizes the of routines and familiarity in in the of the world at and a sense of these are the of social order and everyday life. the and for as as through the and our lives take and within those and and we to go about our or for the most the and the that to our and (Silverstone, 1994, p. In this everyday and a sense of a concept to describe of and in people’s experience of the world and sense of central to how people position in the world and to life is also a key concept in more recent theory of digital communication as when we through digital media, and in have our continued in the world 2021). discussion how of or through digital media can to the of the these theories of everyday life, some key dimensions Everyday life has to do with the of space and people and through which we make and relate to the and our position in it I draw on these dimensions to further situate media use in everyday life, how we use media for navigation across social Media Use in Everyday Life To understand media use – applied as an term for all kinds of relationships and with media and communication technologies – we need to situate media use as part of everyday life, in people’s lifeworlds. on the ideas above, of familiarity and and of spatial, social and dimensions, we can different and positions for media. I am particularly interested in how we use media to orient ourselves as we move through our everyday lives, as part of what I navigation across social What does this Everyday media use is because we do not it from – we rely on that we are regarding media use as as other aspects of everyday up in the and not you have done before – instead of the same of and the same on your smartphone. other and and media use practices are particularly essential to the of everyday life by Silverstone, Markham and are also a central concept in media and communication psychology and central to studies to grasp user over or across We everyday in and around – including media Everyday life multiple social domains – such as work and life – that are meaningful to us and that we with and that also important contexts for how we use media. There are research that of media use in different social for instance focused on life such as or experiences such as (e.g. Das, & 2020). between life such as a or a are so significant because the social domains of our everyday lives change with these events. These social domains are essential to the we find in life, the conduct of everyday life an We with social domains in – including media use and A interest I in this book is how we use media across and social for what I refer to as Everyday media use navigation across multiple social domains because an ordinary day can an of and in which we different social with different people. Everyday life can be and with to at or or but whether we have plans for or go with the some of and navigation is both and We conduct such navigation in – including media use and Digital technologies have become to this navigation – and but also and to We have established that media are part of daily and that such routines are essential to everyday life We can also discuss if and how the social domains of everyday life are or and how these processes (Couldry & Hepp, 2017; Hepp, 2020). But my main interest in this book is how our navigation across the social domains of everyday life changes with digital media – how we use digital media to connect to different social orient ourselves to what goes on and across contexts. Media use is essential to the navigation of everyday life, and the role of media in this navigation holds for how we experience our lives as meaningful, for how we understand and situate ourselves in the How we conduct this navigation is changing with the and datafication of the media, particularly after the smartphone. Media Use in Everyday Life The theories of everyday life that are most central to media and communication studies from an of and the domestic sphere is the social that has the most dynamics and the of the home are central to analyses from discussion of who the to what when the people television also have and computers & 2016). we can as Silverstone could in classic that is a domestic It is at home. at home. at (Silverstone, 1994, p. and mobile and social media a of the established when living and for a question in internet studies of whether and how people would actually to make space for computers in their homes is more not just by and but also by and technologies. The home is still but our navigation with media and beyond the home has A broader point is that the proliferation of digital media has it more difficult to make about how to situate media in everyday life, while media might be more important than to how we across our daily lives. This also has for the analytical concepts and approaches we to study everyday media To analyze media in everyday life, it is to a particular or media and look for its and in everyday to into how the cultural role of television in people’s everyday lives. But to for the for variation in everyday media use, it is more relevant to start with people and how we live our lives, and how media matters. of the scholarship discussed in this chapter for the of less approaches to media studies – media might need to be in order to understand what it I will particularly draw on approaches to situate media use in everyday life through a user Media repertoires and public Media repertoires is a concept to the totality and meaningful between media a (Hasebrink & & Hepp, 2017). the essential insight that are a key of approaches is to focus less on experiences with The of or using and instead how these or different are to each other in the context of a everyday media media approaches which media users have a how prioritize between different and how people and the totality of their media Media research has from how to of repertoires towards growing interest in repertoires as and how are and change over & Schrøder, et al., 2021; et al., Ytre-Arne, 2019). connection is a concept that people’s to society, in a sense – how people connect to public life, or (Couldry et al., et al., 2017; Ytre-Arne & Moe, The of a public connection – as to a focus on whether people follow news or – is to more what people are interested and how follow those across but also beyond (Couldry et al., & Ytre-Arne, 2021). Media is important to public connection, but not the only means of societal and public connection can take and define public connection as ‘the shared of that to and in and political in everyday life’ (Swart et al., and that relevance and engagement are dimensions in how media becomes meaningful in everyday life. of these perspectives imply that there is answer to or why media in everyday life – it is and perspectives are up to analysis of the that have to everyday media In this book, I draw on media approaches to analyze everyday media use from the perspective of and on the public connection concept to discuss how people connect to society through everyday media A More Digital Everyday Life A different way of situating media in everyday life is to if one the other, and if which way

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