More than a Hashtag: Producers’ and Users’ Co-creation of a Loving “We” in a Second Screen TV Sports Production

This article presents a case study of a series of Swedish football commentary webcasts where both producers and users engage in communication with each other during the FIFA World Cup in 2014. The main aim is to identify what the participants do to construct sociable bonds with each other using the technological affordances available, specifically those connected to second screens. Second screening is approached as a thoroughly sociable activity...