Show me a story: narrative, image, and audience engagement on sports network Instagram accounts

ABSTRACT

Social media is a growing space for interpersonal and masspersonal communication, and the shared image that often accompanies these messages has become a factor in increasing audience engagement. This study seeks to understand what types of images generate more engagement from social media audiences. A group of communication scholars argue that narrative is the most basic form of human communication and therefore messages with strong narrative themes more easily connect the message from the communicator to the audience. This study performed a content analysis of nearly 2000 images shared by Sports Networks on Instagram. Operating under Kress and van Leeuwen’s (Kress, G. R., & van Leeuwen, L. T. (2006). Reading images: The grammar of visual design. London: Routledge) methodology for determining a narrative in an image, the study found that images that contained narrative or metacommunicative messages (Bateson, G. (1951). Information and codification: A philosophical approach. Communication: The Social Matrix of Psychiatry, 168–211) resulted in greater interest and engagement by audiences through the manifestation of likes and comments. The study offers a methodology for organizations seeking greater engagement from social media audiences.

KEYWORDS:

• Narrative
• Instagram
• sports
• image
• social media

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes on contributors

Miles Romney is an assistant professor at Brigham Young University. His research interests focus primarily on national sports networks and the news and information they disseminate to audiences on traditional media and on social and digital platforms. Miles received his doctoral degree from the Walter Cronkite School of Journalism and at Arizona State University.

Rich G. Johnson is an assistant professor in the Department of Journalism, Media, & Computing at Creighton University. He earned his doctoral degree from the Walter Cronkite School of Journalism and Mass Communication at Arizona State University. His research focuses on digital journalism practice, community newspapers, and sports network practices.