Conceptualización de los medios sociales: oportunidades para la gestión del deporte (Conceptualisation of Social Media: opportunities for Sport Management)

Samuel López-Carril, Miguel Villamón Herrera, Vicente Añó Sanz

Resumen


Los medios sociales son un fenómeno que está cambiando la forma en la que las personas nos comunicamos y relacionamos, con muchos millones de usuarios en todo el mundo.  En el contexto de la gestión del deporte, los medios sociales están desempeñando actualmente un papel cada vez más relevante en el día a día de clubes, atletas, federaciones, empresas, investigadores, etc. Sin embargo, los estudios realizados hasta el momento sobre medios sociales indican que hay una falta de consenso teórico respecto al término, confundiéndolo en muchas ocasiones con el significado de otros conceptos vinculados a los mismos, algo que puede estar limitando el desarrollo de todo el potencial que tienen. Así, en este trabajo se presenta una propuesta conceptual para clarificar el concepto “medios sociales”, que pueda ser una base para la realización de futuros estudios que ayuden a los profesionales del campo de la gestión del deporte a aprovechar todas las oportunidades que los medios sociales ofrecen en los distintos ámbitos de la gestión.

Abstract. Social Media is a phenomenon that is changing the way that people communicate and relate among others, with many millions of users around the world. In the context of Sport Management, Social Media currently is playing a role increasingly more relevant in the day to day of clubs, athletes, federations, companies, researchers, etc. Nevertheless, the studies done in the past to the present about Social Media suggest that there is a lack of theoretical consensus regarding the term, confusing it many times with the meaning of other concepts related to them, something that could be limiting the developmental potential that it has. Thus, in this work it is presented one conceptual proposal to clarify the concept “Social Media” that could become a point of study for of future studies that help professionals in the Sport Management field to take advantage of the opportunities that Social Media offers in the different areas of management.


Palabras clave


(Medios sociales; redes sociales; TIC; gestión del deporte; conceptualización; Social Media; Social Networks; ICT; Sport Management; Conceptualization)

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