Increased in-depth knowledge on how sport federations shape their social media affordances to build relationships with their audiences will develop the understanding and ongoing discussion on the effects of social media in organized sports. The aim of this study was therefore to investigate in what way sports federations shape their social media affordances to create an increased understanding of how they interact with their audiences through social media. Three sports federations, the Swedish Basketball Federation, the Swedish Skateboard Association, and the Swedish Equestrian Federation, were investigated through semi-structured interviews as well as digital ethnography. The analytical focus lies on in what way the organizations shape social media affordances as well as in what way they imagine social media uses and users. This study shows that the federations’ imagination of who their users are, what they would like to see and how these users act and react defines their affordances. Further, the results reveal that the federations have differing approaches to in what way they imagine their users (as fans, fellows or followers) as well as what their incentives are for using social media. To learn how ongoing mediations mold long-term changes for sport federations, it is of importance to look beyond mediatization and learn more about their current structure and operations, their history, and traditions, as well as their view of their users.

The study analyzes and explains the impact of social media influencers on stable cultures in Sweden and Norway, contributing to the understanding of the complex relationship between equestrian sports and social media-a relationship that is important for the welfare of horses. Since equestrianism is one of the most popular sports in Sweden and Norway, influencers' social media communication greatly impacts followers' perception of the human-animal relationship. Despite the popularity of equestrian sports, studies thereof are rare, and research combining equestrian sports and social media is almost non-existent, making this study important and relevant. The analysis focuses on the six biggest equestrian influencers in Sweden and Norway and their social media accounts. Goffman's (1967) micro-sociological perspectives, alongside previous research on social media, are used to discuss knowledge exchange, co-creation of authenticity and intimacy and sponsorship and advertisement. The influencers mainly focus their communication on horse-related issues, and their (and their followers) love of horses create the intimacy needed as a base for other messages (perceived knowledge and advertisement). The intimacy and authenticity are strengthened in the interaction between followers and influencers, and the latter receive positive feedback for their way of handling their horses' lives. The expressive order of stable culture(s) is seldom questioned and the acceptance of this order is likely to make the commercial endorsements less visible and more convincing.

The aim of this study is to analyze and increase the understanding of how young equestrians, in a sport school context, perceive, construct, negotiate and manage identities on social media. This article presents how a specific group of young athletes (equestrians) use social network sites (SNS), such as Facebook and Instagram, in relation to their everyday lives as students attending upper secondary schools with an equestrian sports profile. Social media is increasingly important for young people's perceptions, constructions, and managing of identities. Using a multifaceted theoretical framework, including Erving Goffman's dramaturgical perspective, we will explore how young equestrians perceive the content on SNS and analyze how they act and create content in relation to existing norms and cultures. Equestrianism is one of the largest sports in Sweden and several upper secondary schools in Sweden offer programs with an equestrian profile. Studies on sport schools evince a focus on elite sport and competition, which affects norms and ideologies at these schools. Through focus group interviews with 25 students, we show that the situation is complex and contradictory. The results indicate that young riders have identified an online stable culture where high performance equestrianism is the norm. Our study shows that the educational environment is not the only factor affecting the students, but that social media is also a part of the young athletes' constructions of identity. The image of the employable 'super equestrian' who is attractive, wears the 'right clothes', is successful, and acts 'professionally' is the most desirable representation online. The young equestrians are critical of what is communicated on SNS in relation to horses and riding, and they are uncertain of how to position themselves in relation to this communication.

New media habits in the era of digitalization challenge previous understandings of who and what receives media coverage. Research shows that practitioners in self-organized lifestyle sports consistently use social media to attain and exchange information and knowledge about their sport. Is this also the case in organized sport? The Internet has become a great resource for horse-enthusiasts and the online horse world can be described as an extension of the physical horse world. Equestrian sport is particularly interesting to analyze due to the fact that there is an animal involved. Still, there is little knowledge of how horse enthusiasts use social media in relation to their interest in equestrian sports. The aim of this article is therefore to chart and analyze how equestrians use social media, how they communicate horse-related content on social media, and how social media can be seen as a source for knowledge exchange. Our investigation focuses on how equestrians use social media to acquire information about horses, and how this usage can be explained in connection to age and experience. A mixed methods design is used and data is collected from 28 focus group interviews with equestrians in Sweden and Norway and a survey with 1,628 respondents. Our study indicates that practitioners of self-organized sports are not unique in using social network sites (SNS) to exchange and attain knowledge about their sport; equestrians in general are shown to be frequent users of SNS such as Facebook and Instagram. Although our results show a few significant differences in SNS use in relation to age; the riders in the different age groups have surprisingly similar views of their SNS use in relation to attaining information about the horse. ‘Stable cultures’ and the organized structure of equestrian sports appear to create boundaries determining where a ‘good equestrian’ should seek information about horse-keeping. However, the organized structure and traditional nature of this sport do not stop equestrians from turning to SNS.

Todays' online media landscape facilitates communication on how sports practitioners can develop in their sport. Hence, sports and educational institutions need to recognize the increased role of the individual as “a facilitator of knowledge” through information and communications technology (ICT). For sport organizations and educational institutions to effectively reach out with knowledge and research, they need to know how individuals assess, value, and trust information sources. This article aims to increase the knowledge and understanding of how the traditional culture in equestrianism meets the contemporary media user. It is based on a study that uses a mixed methods design, containing a questionnaire with 1,655 respondents and 28 focus group interviews with Swedish and Norwegian equestrians, to investigate how equestrians create their own repertoires of horse-knowledge online and what sources of knowledge they trust and prioritize. The results show that accessibility, agency, and trust are key terms when mapping equestrians' preferred knowledge platforms, and that equestrians are generally not satisfied with the availability and the quality of horse-related online content. Horse experience is the most important positional factor influencing online repertoires in the equestrian community. Riders with less experience turn to Social Network Sites (SNS) to a higher extent than riders with more experience. Further, equestrians find the ability to assess information as an important yet challenging task. This article shows that the term (online) learning repertoires is appropriate when discussing the relationship (or clash) between the traditional culture in equestrian sports and the contemporary media user. On the one hand, many equestrians clearly express that they would rather stay away from obtaining information about horses and riding on ICTs. On the other hand, the data, together with previous research, indicates that many equestrians see ICTs as important platforms for discussing and exchanging information about horses and riding.