The Youth Olympic Games and social networks (2010-2014)
The birth of the Youth Olympic Games coincided with the emergence of social networks, providing new channels for disseminating the pedagogical ideas of Pierre de Coubertin – the founder of the modern Olympic Games. Nanjing 2014 served as the consolidation of the Olympic Movement in social networks, exploring new markets and strategies that reached 500 million users around the world. Understanding social media as a tool rooted at local level in a global context will allow global sporting institutions to design communication strategies that are more direct, specific and individualized, according to the particularities of their audiences.
ABOUT THE AUTHORS
Jose M. Pardo Gila is a PhD student at the Autonomous University of Barcelona. Jose Gila has a Masters degree in Audiovisual Communication and a Degree in Journalism. He is currently a Teaching Assistant and Head of Social Media at the Olympic Studies Centre (CEO-UAB). He also served as an intern journalist in Spanish Television (TVE). He took part in the 22nd International Seminar on Olympic Studies for Postgraduate Students at the International Olympic Academy in September 2015.
María Teresa Calle Molina gained a graduate in Physical Education and a Degree in Physical Activity and Sports Sciences. She is a PhD student in Physical Activity and Sport Sciences at the Autonomous University of Madrid. Calle Molina is a Member and Collaborator of the (CEO-UAM). She currently works as a Doctor Assistant at the Universidad Autónoma de Madrid.
This article has been published in December 2016 in Citius, Altius, Fortius: Humanismo, Sociedad y Deporte: Investigaciones y ensayos, an international journal edited by the Olympic Studies Center at the Autonomous University of Madrid.
This article is only available in Spanish.
HOW TO CITE THIS ARTICLE
Pardo Gila, J. M. & Calle Molina, M. T. (2016). The Youth Olympic Games and social networks (2010-2014): evolution and challenges of new methods of communication for the transmission of Olympic values. Revista Citius, Altius, Fortius: Humanismo, Sociedad y Deporte, 9(2), pp. 17-30