Young audiences' sports media repertoires and expectations towards sport coverage during COVID-19

Abstract

In digital media landscapes, the long-established relationship between sports, media, and the audience has changed considerably. There is reason to believe that the pandemic has accelerated already simmering processes and contributed to power shifts in the sports media complex. However, while research has increasingly focused on the co-orientation between sports journalism and new players in digital media landscapes, it has paid less attention to audience preferences of media sports. Against the background of high choice media environments and a declining relationship between traditional media and young people in particular, this study addresses Generation Z's use and assessment of sports media during the pandemic. Drawing on in-depth interviews with 38 respondents, it found that Gen Z's media repertoires diversified during the pandemic. In particular, respondents complained about a decline in emotionality and proximity in traditional sports coverage. Findings are discussed in terms of their meaning for post-pandemic sports journalism.