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Page 1: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

Tweeting le Tour:

Connecting the Tour de

France’s global audience

through Twitter Tim Highfield, Axel Bruns, and Stephen Harrington

ARC Centre of Excellence for Creative Industries and Innovation

Queensland University of Technology

Brisbane, Australia

t.highfield | a.bruns | s.harrington @ qut.edu.au

@timhighfield | @snurb_dot_info | @_StephenH

http://mappingonlinepublics.net/

Page 2: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

OVERVIEW

• The Tour de France as both a sporting contest and

media (televised) event

– Different ways of viewing the race – as a competition, as a

ritualised broadcast

• The global audience and social media

– Does tweeting about the same event connect Twitter users

around the world?

– Common features in tweeting patterns among the Tour’s

Twitter audience

– Different ways of framing the Tour through social media

Page 3: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

SPORTS AND TWITTER

• Social media increasingly used by sportspeople

– Self-promotion, brand management

– Commentary on competition, training

– Interactions with other athletes, fans

• Twitter offers visible connections between spectators,

sportspeople, and broadcasters as @mentions create links to

other accounts - even if replies not forthcoming

• Sports events also among most popular topics covered

on Twitter (Olympics, FIFA World Cup)

– High volumes of tweets, frequent updates

Page 4: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

LIVE TELEVISION EVENTS ON TWITTER

• Watching events as they occur crucial for tweeting about them

– Twitter acts as a virtual loungeroom for television audiences

– Broadcasters incorporate tweets into shows, online coverage

– Avoiding spoilers, results from sports broadcast on delay

• 140 character limit, use of hashtags make Twitter a popular

tool for public discussions around television broadcasts

– Automatic creation of links for each hashtag connects tweets to

wider coverage of ongoing events

– Does not require users to be following each other

– Broadcasters promote show-specific (and even broadcaster-

specific) hashtags

Page 5: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

METHODS

• Part of wider, ongoing research into Twitter activity (Mapping Online Publics): – Tracking of keywords / hashtags through Twitter API using

yourTwapperkeeper. • Data captured include text of tweets, URLs, hashtags,

@mentions/replies

• Collected tweets around several hashtags, keywords, and user accounts for a more extensive overview of the Tour’s coverage on Twitter than provided by a single hashtag; including: – Race-specific hashtags (e.g. #tdf, #letour)

– Keywords (“tour de france”)

– Broadcaster-specific hashtags (#sbstdf)

– Mentions of cyclist Twitter accounts (@bradwiggins, @cadelofficial), teams (@rsnt, @teamsky), commentators (@philliggett, @paulsherwen), non-competing riders/figures (@lancearmstrong)

Page 6: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

TOUR DE FRANCE 2012

30 June – 22 July 2012

198 riders (31 nationalities), 22 teams

21 days of racing (two rest days) over 3,497km

Broadcast in 190 countries

http://www.letour.fr/PHOTOS/TDF/2012/1400/42-b.jpg

Page 7: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

OVERALL COVERAGE

hashtag/keyword total tweets total users peak activity

#tdf (29 June - 23 July) 559,569 145,328 22 July

(42,548 tweets)

#letour (1 July - 23 July) 11,833 5583 7 July (875 tweets)

“tour de france”

(29 June - 23 July) 428,989 224,616

22 July

(37,732 tweets)

#sbstdf (29 June - 23 July) 39,115 3185 18 July

(2851 tweets)

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#TDF AS IT HAPPENED tweets per day

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#TDF AS IT HAPPENED tweets per hour

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Prologue

Stage 21

Stage 14 (tacks)

Stage 7

Page 10: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

#TDF, 29 JUNE – 23 JULY 2012

general clustering (degree 20+)

Page 11: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

CLUSTERS AND CONNECTIONS

• Distinct national clusters sharing common features:

– Cyclists, teams, commentators from these countries

central to @mention/RT network

• Clusters connected by:

– Prominent cyclists within race itself

– Cyclists from one cluster also having some affiliation (often

team-based) to another

– Users (cycling news sites, blogs, as well as teams and

riders) with an international audience rather than a national

or regional focus

Page 12: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

LIGGETT AND SHERWEN

NBC (US)

SBS (Australia)

ITV (UK)

https://twitter.com/ThePeddler3

Page 13: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

TWEETING AT RIDERS:

BRAD WIGGINS (@bradwiggins)

tweets per day, 1 July-23 July

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http://www.letour.fr/PHOTOS/TDF/2012/1900/56-b.jpg

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TWEETING AT RIDERS:

CADEL EVANS (@cadelofficial)

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http://www.letour.fr/PHOTOS/TDF/2012/300/59-b.jpg

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TWEETING AT RIDERS:

FABIAN CANCELLARA (@f_cancellara)

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http://www.letour.fr/PHOTOS/TDF/2012/200/79-b.jpg

Page 16: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

STYLES OF TWEETS: #SBSTDF

• Australian broadcaster-specific hashtag

– Set up for multicultural public service broadcaster SBS and its integrated coverage of the Tour

• Social hub on website combining Twitter feeds, Facebook comments, blog posts, photos, and video of the race

• #sbstdf often used alongside #tdf and other related hashtags

• SBS’s long-running coverage of the Tour, featuring recognisable presenters and commentators for regular audience makes each broadcast a familiar event

– Viewing late at night (10pm-12am/2am local time)

– Common format across stages (pre-race coverage)

Page 17: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

#SBSTDF AND TROPES OF THE TOUR

• Familiarisation with the SBS broadcast also leads to the identification of recurring tropes within coverage

– Regularly-used phrases, stock images (chateaux, cows, sunflowers), awareness of the different presenters and quirks

– #sbstdf discussion can be as much fandom for the SBS broadcast as for cycling itself

– http://t.co/DnokMMhX http://www.lesvachesdutour.com/2012/07/17/stage-15-round-up

Page 18: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

#SBSTDF AND TROPES OF THE TOUR

• Humour a central part of #sbstdf activity

– Many of the most retweeted comments light-hearted

– Fake and satirical accounts set up for SBS presenters

(including pre-race chef - @fakegabrielgate)

– Tropes mix and lead to additional droll content

• Fake accounts promote ‘bingo’ card during one stage, based

on common phrases used by commentators Liggett and

Sherwen

http://t.co/tbyZIe2x

http://www.sbs.com.au/food/ask-the-chef

Page 19: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

JENS VOIGT AS CHUCK NORRIS

@thejensie has a polar bear stretched out on the floor of his den. It's not dead, it's just too scared to move. #sbstdf

Welcome to viewers in WA. You just missed Jens Voigt riding so hard that a chopper got knocked off course by his wake turbulence. #sbstdf

JensVoigtFacts.com @JensVoigtFacts Voigt’s official account: @thejensie

Page 20: Tweeting le Tour: Connecting the Tour de France’s global audience through Twitter

FURTHER OUTLOOK

• Twitter users commenting on the Tour connected through large (nation-based) clusters – Different groups bridged by shared linking to accounts of key cyclists, teams,

analysts • Volume of tweets directed at riders’ accounts seems to follow fortunes during

race

– Global audience still appears to be subdivided, though not completely separated

• Importance of broadcasters to this distribution – the Tour as a media event as well as a sporting contest

– Overlapping views of race – fan-athlete communication, sports commentary, television backchannel

• Tweeting styles beyond Australian context – how do different national groups (and the Tour’s Twitter audience overall) cover the Tour? – What do cyclists, teams, commentators tweet about during the race (and

beyond)? What patterns of interactions are there between the audience, the competitors, and the broadcasters?


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