Authenticity matters: A digital ethnography of FIA World Rally Championship fan forums |
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| Institution: | 1. Department of Geography and Planning, and Global Institute for Water Security, University of Saskatchewan, Saskatoon, Saskatchewan, Canada;2. Department of Forest and Rangeland Stewardship and Graduate Degree Program in Ecology, Colorado State University, Fort Collins, CO, USA;3. Centro Austral de Investigaciones Científicas (CADIC-CONICET) and Institute of Polar Sciences, Environment & Natural Resources, Universidad Nacional de Tierra del Fuego, Ushuaia, Tierra del Fuego, Argentina |
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| Abstract: | In today’s landscape of sport coverage, the increased competition for attention begs the question of how to provide offerings tailor-made not only to people’s media consumption patterns, but also to their motivation for following a certain sport. This paper argues that digital ethnography provides a way to analyze views on media coverage of sport that promoters can make use of in attracting new consumers and keeping existing ones. By investigating two online forums where the television coverage of FIA World Rally Championship (WRC) from 2010–2013 was discussed, the most important thing to offer rally fans is not technical perfection and sanitized images, but explicit storytelling elements that are authentic—mirroring ‘what rallying is all about.’ This approach is believed to be applicable across a range of sports. Therefore as much stress is laid on the methods involved as on the specifics of this example. Along the way, strengths and weaknesses of this approach, these methods and these findings, are discussed. |
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| Keywords: | Digital ethnography Sports Motorsports WRC Authenticity |
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