Social media reshaping fans' access

Social media have reshaped the way fans stay connected to stars and action at the Olympics by providing intimacy and immediacy like never before.

As global media battle for updates about star athletes at the Rio Olympics, their readers and viewers are touching base in real time with athletes on the likes of Twitter, Instagram and Sina Weibo.

Athletes have embraced social media by chatting with followers and posting photos anytime, anywhere. This has created direct access for sports fans, catering to their growing appetite for behind-the-scenes glimpses and close interaction with their idols.