“No, Michael, No”

Abu Dhabi Grand Prix As A Media Event

Abstract

This research aimed to investigate the event dimensions of the 2021 Abu Dhabi Grand Prix, which transform it into a media event typical of contemporary digital culture. Using the individualization of the event as a methodology, we sought to understand how the race was configured as an event, based on its media construction and interactions on social media. The analysis allowed us to reflect on the global dimensions of the event, as well as the moment of rupture and its impacts on sport, athletes and spectators, whose ritualistic approach and media and social mobilization make it a media event.