Eurovision and Social Networks

This study aims to analyze how Eurovision, as a major spectacle, is presented on social media through content analysis and a survey questionnaire. It examines the modes of social media communication related to Eurovision and investigates how this televised communication impacts its target audience. The research focuses on content analysis of the official profiles of the Eurovision Song Contest across digital platforms, including Facebook, Instagram, Twitter, and TikTok. Various aspects of communication are analyzed, such as post types and formats, levels of audience interactivity, and the prevalence of multimedia content. Additionally, a survey questionnaire was conducted to gather insights into social media users’ attitudes and opinions in the context of following Eurovision. Results indicate that social media plays a crucial role in promoting and sustaining interest in Eurovision. The audience uses these platforms not only to obtain event-related information but also to engage with other viewers and express their opinions and attitudes. Digital communication fosters deeper audience engagement, cultivating a sense of community and shared experience. In conclusion, the study underscores the importance of a digital strategy in organizing large-scale television events like Eurovision.