The role of communication in influencing public opinion in the football world

Abstract

In the last few years, communication has undergone a real revolution. The Internet has cemented itself as the preferred medium for the transmission of information, contributing to the fact that what is expressed, verbally or otherwise, now influences public opinion in the world of football  in a distinctive way. This new chapter, which benefits the dissemination of ephemeral reactionary narratives, makes it difficult to manage the image of footballers, coaches, and clubs. In this sense, a good use of communication is increasingly important for players in the world of football if they want to build and maintain positive associations with their persona.