Bypass and Broadcast: Utilizing Parasocial Interaction to Examine @nhl Communication on Twitter during the 2012–2013 Lockout

The purpose of this study was to examine @nhl communication on Twitter during the 2012–13 lockout within the theoretical framework of parasocial interaction (psi ). A thematic analysis was conducted using grounded theory and constant comparative methodology. Four themes emerged from the analysis, including hope for the future, reminders of the past, information and reassurance, and media engagement. These themes indicated an active effort by @nhl to foster identification and involvement among followers. Additionally, tweets from @nhl attempted to tap into fans’ emotions regarding the sport. Overall, Twitter was found to provide @nhl with a platform for connectivity and information dissemination during an uncertain time. The implications of these and other findings will be discussed further.