Fans as e-participants ? Utopia/dystopia visions for the future of digital sport fandom

Abstract

Media technologies and digital practices are reshaping and redefining the future of sport fandom. This article points to some of the utopian and dystopic transformations for fandom presented by (post)television, digital/social media and the anticipated virtual technologies of the future. Specifically, three distinct phases of fan participation are charted around existing and futuristic visions of technology-as-sport. First are the current televisual technologies that attempt to engage and retain traditionally “passive” viewers as spectators through pseudo-participatory perspectives that will carry over to new screens and technologies. Second, the assumed interactive participation afforded by social and digital media is considered, positing the future amplification of connectivity, personalisation and networking across digital fan communities, albeit undercut by further impositions of corporatisation and datafication through illusory forms of “interactivity”. Finally, the fusion, intensification and continual evolution of technology-as-sport is explored, asserting that forms of immersive participation will be significant for future virtual technologies and may ultimately re-position fans as e-participants in their own media-tech sport spectacles. Collectively, it is anticipated that the creation of new virtual worlds, spaces and experiences will amplify and operationalise forms of immersive participation around augmented spectatorship, virtual athletic replication and potentially constitute the sport itself. Indeed, a new model of the fan-as-immersed-e-participant is advanced as such futuristic virtual sporting realms may not only integrate fans into the spectacle but also project them into the event as participant and as the spectacle.