DOI: 10.56639/jsar.1895980 ISSN: 2687-6027

Digital Fandom and Platform Capitalism: The Politics of the Interaction Economy in the Olympic Games

Gizem Gündüz Abdioğlu, Mehmet Ali Horozoğlu
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This study aims to analyze the transformations occurring at the intersection of digital fandom, platform capitalism, and the engagement economy within the context of the Paris 2024 Olympic Games. As global media ecosystems undergo digitalization, the Olympics have evolved from mere showcases of athletic performance into multidimensional specta-tor experiences shaped by social media platforms. Employing a conceptual review meth-odology, the study examines the influence of social media technologies on the Olympic experience through key sub-themes such as fan engagement, athlete branding, online in-teraction, data monetization, and algorithmic visibility. Within the scope of this conceptu-al review, Paris 2024 is discussed as an important case illustrating how digital engage-ment, athlete branding, and fan experience have evolved toward a multiscreen, real-time, and participatory model.At the same time, issues such as cyberbullying, misinformation, and platform monopolization were identified as critical risks. The research argues that the digital transformation of the sports ecosystem reshapes not only marketing and commu-nication dynamics but also governance, ethics, and socio-cultural aspects of global sports. The study concludes that the interplay between social media and mega sporting events holds strategic significance for both theoretical discourse and practical implementation in sport management.

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