When Dialogue Backfires: Economic Stratification and Engagement Paradoxes in English Premier League Clubs’ Dialogic Communication on X

Abstract

Drawing upon the dialogic theory, this study examines how English Premier League (EPL) clubs navigate dialogic communication principles on X (formerly Twitter) amid profound economic stratification. Through a quantitative content analysis of 7,105 posts from all 20 EPL clubs during the 2023–2024 season, we reveal how resource disparities between Big Six and non-Big Six clubs reshape relational strategies while uncovering a critical engagement paradox. Results demonstrate that Big Six clubs’ superior implementation of dialogic loops, information usefulness, return visits, and visitor retention, validating resource dependency theory. Counterintuitively, prescribed dialogic tactics, including soliciting input, call-to-action, hashtag/mention engagement, and cross-promotion, consistently suppressed engagement metrics (replies, reposts, likes). Player-centric content emerged as the strongest universal engagement driver, while corporate messaging reduced audience connection. The chasm in engagement volume between club tiers transcended content strategy, reflecting structural advantages in global reach and algorithmic privilege. These findings challenge dialogic theory’s core assumption that interactivity inherently fosters relational depth, revealing instead that platform-native fandom prioritizes consumptive authenticity over manufactured dialogue. Theoretical and practical implications of this study were also discussed.

Keywords

dialogic communication economic stratification English Premier League fan engagement professional sports social media

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