Reviewing literatures from sociology of sport, surveillance, and internet studies, we consider the processes by which social media regulate the behavior of athletes. Nowhere is this more evident than in the current regulation of anti-doping in elite sport where athletes 0 social media postings have been highly critical of fellow competitors. As social media becomes increasingly blended into everyday routines, this form of surveillance extends the gaze of those who watch and increases the pressure for online disclosure while making traditional distinctions between formal and informal social control less meaningful. Contemporary social media acts as a form of social control that has become more preemptive and grassroots. When athletes internalize surveillance and disclosure as consistent with their professional norms, the power relationships that surround sport performance become increasingly difficult to discern. This article helps to illuminate the ways in which surveillance through social media have become a part of everyday routines, extends and amplifies the power of more traditional agents of surveillance, and calls for continued research into the role of contemporary social media as a surveillance practice.
| FROM OMERTA TO SPEAKING IN A LOUD VOICEAs the Russian swimmer Yulia Efimova raised her hand to display the universal "number one" gesture after winning a preliminary race at the 2016 Rio Olympic Games, the American swimmer, 18-year-old Lilly King, shook her head and wagged her own finger at Efimova 0 s televised representation. This scene, live captured on television and broadcast globally, became a major news story from the 2016 Rio games, encapsulating the simmering tensions regarding the exclusion of many of Efimova 0 s compatriots following revelations of a Russian state-sponsored doping program. In stark contrast to the long held omerta or silence that characterized athlete public responses to performance-enhancing drug (PED) use, King openly criticized Efimova calling her a "drug cheat" and questioning why she was allowed to compete at all. Almost completely absent was coverage of Efimova 0 s backstory and King was generally lauded on social media for "standing up" to "dopers."Drawing from surveillance, social media, and sport literatures, our experiences as cyclists and internet users, as well as our research involving professional cyclists and sport sponsors, we reflect on how social media logic transforms the social control of professional athletes. Examining how the assemblage of surveillance made possible by athletes 0 use of social media changes the very dynamic of social control, we argue that social media amplifies the evidence in ways similar to consuming the blood boosting drug erythropoietin (EPO): It does not introduce new types of evidence, just as EPO does not introduce a new drug into one 0 s system. Rather, both fortify and "boost up" an already existing product. In the case of EPO, it is the augmentation of red blood cells. In the case of social media, it is the continual stream o...