This study sought to assess the level of change in sports journalism as a result of
the introduction of Twitter. Technological determinism (McLuhan, 1964) suggests
that new media technologies such as Twitter could create changes in the culture
that trigger a corresponding change in journalism practice. McLuhan argued that
such changes would develop over time, depending on the adaptation rate for the
new technology. Given that all the journalists in the study were using Twitter, and
that 96% of their media outlets also had a Twitter site, adaptation would seem to
be fairly high.