Athlete Twitter Presence and Media Richness (1/10)

This article examines the media richness of professional athletes’ Twitter presences (among those from other categories of celebrity). It uses richness theory in its assessment, defined as “measuring a platform, and its affordances, in terms of the ability to deliver ‘rich information’ that can change understanding [of audiences], often by reducing ambiguity”. The article finds that athletes and pop stars have similar richness scores across specific dimensions, including engagement via casual sentence structure, compared to scientists, which score higher in other areas including informational richness.

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