Digital communication technologies and their role in shaping the visual identity of sports organisations in Algeria – A descriptive and analytical study on a sample of fans of the youth sports team Blouzidadfrom 1 February to 30 May 2024

Abstract

This study examines the role of digital communication technologies in shaping the visual identity of the youth sports organisation Belouizdad in Algeria.A descriptive and analytical study was conducted, utilising a survey method and incorporating an interview technique and electronic questionnaire as data collection tools. The objective of this study was to ascertain the impact of digital communication on the visualidentity of Chebab Belouizad FC. The study utilised a combination of quantitative and qualitative data collected from a sample of respondents. The findings revealed that the majority of respondentsaccess news related to ChababBelouizdadthrough modern means of communication, with Facebook and Instagram being the predominant platforms. The majority of respondents expressed a preference for the official page of Chebab Belouizdad FC, and the components of the team's visual identity were perceived by most respondents as the verbal slogan 'Al-Shabab Al-Kabir', which is the most common and well-known. The logo currently adopted by the institution was considered by most respondents to be imitated in terms of design, unlike the colours adopted. The majority of respondents expressed a positive impression of the visual identity of the club, and the results obtained conveyed a favourable view of the team's visual communication. However, the study also revealed a lack of confidence in the services provided by the team's communication cell, with more than half of the respondents expressing dissatisfaction.