Institutional Constraints and Changing Routines: Sports Journalists Tweet the Daytona 500

Twitter's use among sports journalists and bloggers has altered sporting event coverage. Journalists use Twitter under institutional constraints, yet also assert themselves as individual brands; bloggers are not under such constraints. A mixed method approach was used to discern tweeting trends of traditional journalists and bloggers during NASCAR 's Daytona 500. Results suggested that traditional journalists use Twitter primarily for information sharing, while bloggers share opinions. Journalists have homogeneous reporting tendencies and mimic many pre-Twitter behaviors.