Del periodista al streamer: nuevos modelos de comunicación deportiva y desintermediación mediática en la era del sportainment

Oliver Carrero Márquez; Fernando García Chamizo; César García Muñoz

doi:10.56418/txt.19.2.2025.4

Authors

Oliver Carrero Márquez Universidad Complutense de Madrid https://orcid.org/0000-0001-9380-1445
Fernando García Chamizo Esic University https://orcid.org/0000-0002-1543-2960
César García Muñoz Esic University https://orcid.org/0000-0003-4866-2970

DOI:

https://doi.org/10.56418/txt.19.2.2025.4

Keywords:

Sports journalism, disintermediation, Twitch, sportainment, Ibai model

Abstract

The advent of digital platforms such as Twitch and the growing phenomenon of sportainment have fostered a new communicative paradigm that is reshaping the traditional role of sports journalists. This article explores the dynamics of media disintermediation through three emblematic case studies: Luis Enrique’s dual role as football coach and streamer, the communicative model of Ibai Llanos, and the influence of the Kings League on younger audiences. Adopting a mixed-methods approach that combines the Delphi method, content analysis, and an audience survey, the study investigates professional perceptions regarding the journalistic legitimacy of these emerging narrative forms, as well as their implications for journalism education and authority structures within the sports media ecosystem. Findings reveal a growing tension between established standards of journalistic professionalism and the increasingly personalized discourse prevalent on digital platforms. Moreover, the study identifies the rise of hybrid models in which entertainment, information, and personal branding converge. The results underscore a broader transformation in the journalist’s role, increasingly shaped by digital co-presence, interaction with virtual communities, and the declining relevance of traditional gatekeeping. This evolving landscape calls for a critical reassessment of both the ethical frameworks and educational foundations of the profession in an era defined by prosumer culture and communicative disintermediation.

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