All the Same? Expectations and Evaluations of Sports Journalistic and Sports Organizations’ Instagram Channels by Young Adults

Social media is the main source of information for young adults. In networks like Instagram, they encounter a range of information from both journalistic media providers and sports organizations (e.g., clubs and federations). If these two types of channels are perceived as interchangeable offerings, journalistic channels risk losing relevance. Based on the uses and gratifications approach and on models for conceptualizing journalistic quality, the objective of this study was to explore (a) what young adults expect and receive from sports journalistic and sports organizations’ channels and (b) whether their assessment of the two types of channels differ. A survey ( N = 687) was used to assess the gratifications sought and obtained, as well as quality expectations of and experiences with sports journalistic and sports organizations’ channels on Instagram in Germany. Results reveal that sports journalistic and sports organizations’ channels are perceived in a similar manner. One major implication for journalism is the need for further differentiation.