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The Paralympics on YouTube: Alternative content creation and the digital consumption of the Paralympics

Petersen-Wagner, R and Ludvigsen, J (2023) The Paralympics on YouTube: Alternative content creation and the digital consumption of the Paralympics. International Review for the Sociology of Sport. ISSN 1012-6902

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Open Access URL: https://doi.org/10.1177/10126902231155572 (Published version)


This article aims to explore the digital consumption of the Paralympic Games on the video-sharing platform YouTube to understand how the International Paralympic Committee (IPC) engages consumers in a digital setting, enabling an ‘alternative’ consumption of the event. Using YouTube Data Tools, we have automatically scraped data from 17,701 YouTube videos from Paralympic Games’ channel. After data manipulation and consolidation, statistical analyses were performed in order to understand how the IPC has adapted to the algorithm logic of platforms. Our findings demonstrate that YouTube should be comprehended as complementing and substituting television as the traditional medium of sport consumption. Thus, the digitalisation of the sport industry adapts and continues, rather than revolutionises, the symbiotic sport/media relationship. Whilst digital revolution allows the IPC to reach wider audiences by bypassing a traditional media editorial logic, it does so within the algorithmic logic of platforms resulting from the unpaid digital labour of users.

Item Type: Article
Uncontrolled Keywords: 1504 Commercial Services; 1608 Sociology; 2002 Cultural Studies; Sport, Leisure & Tourism
Subjects: P Language and Literature > PN Literature (General) > PN1990 Broadcasting
G Geography. Anthropology. Recreation > GV Recreation Leisure > GV561 Sports
Divisions: Humanities & Social Science
Publisher: SAGE Publications
SWORD Depositor: A Symplectic
Date Deposited: 10 Mar 2023 11:36
Last Modified: 10 Mar 2023 11:45
DOI or ID number: 10.1177/10126902231155572
URI: https://researchonline.ljmu.ac.uk/id/eprint/19073
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