Tiffanny Junee
Australians are active consumers and participants of organized sports and media. As a recent Nielsen study showed, they are also some of the most engaged users of social media in the world. After only six years, social media has already had a profound role in (re)shaping corporate and social communications practices. This paper investigates how social media has (re)shaped the social dynamics and identity of professional rugby union players, administrators and rugby fan communications in Australia. Not surprisingly, social media has affected both individual and corporate agency within the rugby community raising questions about how and where it is possible for individuals to act independently within rugby communities both on- and off-line. This essay draws on selected examples of online corporate, player and fan texts to question how social media is being used (and possibly abused) by members of the elite rugby community in maintaining and creating agency.
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