ARTICLE

The engagement of Real Madrid and FC Barcelona on Facebook

A decade after the consolidation of the largest sports organizations in the digital age, the emergence of social networks has induced a more direct style of communication with fans. Football clubs like Real Madrid and FC Barcelona use Facebook to spread content among users around the world. Currently, social media platforms like Facebook have resulted in communication strategies to achieve new goals, overcoming geographical and idiomatic barriers. This study makes use of big data techniques to analyze content from 125 posts published by Real Madrid and FC Barcelona on Facebook during the 2014 and 2015 UEFA Champions League finals, generating more than 30 million user interactions.

ABOUT THE AUTHOR

Jose M. Pardo Gila is a PhD student at the Autonomous University of Barcelona. The main objective of his dissertation is to better understand the Olympic ecosystem via Facebook; to comprehend the level of engagement of the Olympic Movement with the Olympic Charter and to understand the double “local-global” dimension of the Olympic Movement in terms of users’ participation. Besides, Jose Gila has a Masters degree in Audiovisual Communication and an Undergraduate degree in Journalism. He is currently a Researcher, Teaching Assistant and Head of Social Media at the Olympic Studies Centre (CEO-UAB). He previously served as an intern journalist with Televisión Española (TVE). Jose recently took part in the 22nd International Seminar on Olympic Studies for Postgraduate Students at the International Olympic Academy, held in September 2015.

This article is only available in Spanish.

HOW TO CITE THIS ARTICLE

Pardo Gila, J. M. (2016). The engagement of Real Madrid and FC Barcelona on Facebook: Comparative analysis of content by the champions of the UEFA Champions League 2014 and 2015. Proceedings of the 5th Latin American Congress of Communication. AE-IC Madrid 2016. (Spanish). ISBN 978-84-608-8942-7

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