Jornalismo esportivo no TikTok: uma análise dos perfis ESPN e TNT Sports

Abstract

This study analyzes how the group of journalists from ESPN Brasil and TNT Sports Brasil are conducting sports journalism on TikTok and examines whether sports journalism, by entering this environment, somehow transforms sports communication. The contents produced by the respective profiles were analyzed and classified, evaluating how communication is being conducted on this social network and comparing the approaches used by each broadcaster's profile. This made it possible to identify the characteristics of journalistic language used on this platform and understand the changes occurring in digital sports journalism. The main authors underpinning this research are Costa and Carvalho (2021), Zago (2013), Costa (2017), Canavilhas (2003), and Brambilla (2005), with their concepts on web journalism and journalism on social networks. Alcoba López (1980) and Silveira (2009) contribute with their concepts on sports journalism, and finally, Cascão (2005) offers insights on sports journalism in social networks. This research was carried out in stages and conducted using a methodology that includes a literature review, content analysis, and case study, employing both qualitative and quantitative approaches. Among the findings, it was observed that both companies deliver sports information on TikTok in an engaging and direct manner. Much of the content presented is adapted from what is produced in television journalism, merely adopting the social network's specific format. Sports journalism, when adapting to TikTok, is transforming sports communication only in the way information is disseminated, as the production of short and straightforward videos for easy consumption is prioritized. The traditional language of sports journalism remains prevalent in this content.