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<p>Virtual sports have become an important site for shaping public value alignment through its social representation on digital platforms, particularly within social media environments. The current study examines public discourse on X(Twitter) surrounding virtual sports during the period from the 2021 olympic virtual series to the 2023 olympic esports week. Informed by framing theory, our methodology integrates computational approaches to analyze a dataset of 15,585 tweets. We employed topic modeling to identify salient thematic patterns and conducted sentiment analysis leveraging large language models to evaluate affective dimensions within public discourse. The study identifies six core thematic dimensions that characterize the social image of virtual sports. Although overall sentiment leans positive, the distribution across themes is uneven. Notably, the themes related to event-based mobilization exhibit a marked tendency toward negative sentiment. Overall, the study offers a systematic account of how the social image of virtual sports is presented in social media discourse, providing a valuable reference point for the future construction and communication of virtual sports’ public identity.</p>

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Social image presentation of virtual sports in social media through the analysis of Twitter data

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年1月18日

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  • Wenhao Du,
  • Xinyi Shen,
  • Siyu Zhou,
  • Tingyu Ma,
  • Chenglong Xu

摘要

Virtual sports have become an important site for shaping public value alignment through its social representation on digital platforms, particularly within social media environments. The current study examines public discourse on X(Twitter) surrounding virtual sports during the period from the 2021 olympic virtual series to the 2023 olympic esports week. Informed by framing theory, our methodology integrates computational approaches to analyze a dataset of 15,585 tweets. We employed topic modeling to identify salient thematic patterns and conducted sentiment analysis leveraging large language models to evaluate affective dimensions within public discourse. The study identifies six core thematic dimensions that characterize the social image of virtual sports. Although overall sentiment leans positive, the distribution across themes is uneven. Notably, the themes related to event-based mobilization exhibit a marked tendency toward negative sentiment. Overall, the study offers a systematic account of how the social image of virtual sports is presented in social media discourse, providing a valuable reference point for the future construction and communication of virtual sports’ public identity.