DIGITAL TRANSFORMATION IN SPORTS JOURNALISM: THE ROLE OF SOCIAL MEDIA AND VISUAL COMMUNICATION IN COVERING INTERNATIONAL SPORTING EVENTS

Abstract

The digital transformation of the media environment has significantly changed the production, distribution and consumption of sports journalism. Social media platforms and visual communication formats enable journalists to deliver information about international sporting events in real time, reach audiences beyond national borders and present sporting achievements through accessible multimedia narratives. This article examines the role of these tools in contemporary sports coverage, with particular attention to audience engagement and the representation of national sport. The study applies qualitative content analysis, comparative analysis and a review of relevant academic literature. Illustrative materials from Uzbekistan’s sports media environment are considered to identify how medal infographics and athlete-centred visual posts communicate sporting results and national achievements. The analysis highlights the importance of accuracy, context, visual clarity and platform-specific editorial strategies. It argues that effective digital sports journalism requires an integrated approach combining verified information, multimedia storytelling and responsible audience interaction