The team has contributed a chapter on social media and the Olympics in the collective work Routledge Handbook of Sport and New Media, edited by invited professor of the International Chair in Olympism, Andrew C. Billings. The book is the a very comprehensive and in-depth study of the impact of new media in sport.
Adopting a broad, interdisciplinary approach, the Routledge Handbook of Sport and New Media explores new media in sport as a cultural, social, commercial, economic, and technological phenomenon, examining the profound impact of digital technologies on that the way that sport is produced, consumed and understood. There is no aspect of social life or commercial activity in general that is not being radically influenced by the rise of new media forms, and by offering a “state of the field” survey of work in this area, theRoutledge Handbook of Sport and New Media is important reading for any advanced student, researcher or practitioner with an interest in sports studies, media studies or communication studies.
The study examines the special characteristics of new media and new possibilities as tools to establish closer communication with our fans . The research raises also the ethical issues that this new form of communication has managed and analyzed using part of the Olympic family of social networks and their interactions in the communication strategy by conventional means , among other issues.
CEO-UAB contributed to the book with a chapter on the Social Media in the Olympic Games, which analyses the main actors involved in the process, how it is managed and provides participation analysis various Games editions. The chapter was written by Emilio Fernández Peña, Natividad Ramajo and María Arauz.