Journalists outshine media in Qatar 2022 World Cup Twitter conversation
Journalists hold influence despite being outnumbered by influencers on X.
Researchers analyzed the digital public sphere during the Qatar 2022 World Cup by examining 1,343 high-engagement accounts (journalists, media, influencers) and a random sample of 5,000 users on X (Twitter) using the hashtag #Qatar2022. The study applied social network analysis to understand how different actors compete for visibility and audience engagement in a high-information-intensity event.
The findings show that journalists are underrepresented in the overall user population but are significantly overrepresented among the highest-engagement accounts, maintaining stable visibility throughout the event. Media outlets, by contrast, attract lower average attention and achieve only sporadic peaks of impact. This suggests that journalistic authority on social media is not about dominating participation volume but about occupying reference positions when public attention is being shaped. The study highlights a hybrid system where journalists and media compete with influencers for influence, with journalists leveraging credibility over sheer numbers.
- Journalists are underrepresented in total X users but overrepresented among the top 1,343 high-engagement accounts during #Qatar2022.
- Media outlets have lower average attention and only sporadic impact peaks compared to journalists and influencers.
- Journalistic authority on social media comes from occupying reference positions, not from high participation volume (14 pages, 7 figures, 1 table).
Why It Matters
Reveals how journalistic credibility still commands attention amid influencer noise during major events.