The Olympics, as the largest multi-sport event in the world, offers a fascinating opportunity for analysis, particularly from a digital engagement perspective. Given the immense scale of the event, leveraging AI is essential to effectively examine the vast amount of data generated for future use across communications and marketing.

The Paris 2024 Summer Olympic Games saw an unprecedented surge in social media engagement, encompassing both positive and negative sentiments. The International Olympic Committee (IOC) reported billions of interactions, as the Games sparked countless comments, discussions, and memes across various platforms. A particularly noteworthy point of focus was the IOC’s social media handle, @IOCMEDIA on X (formerly Twitter), which typically sees modest activity. However, during the Paris 2024 Games, this account recorded approximately 700,000 mentions, marking it has highest level of engagement since the handles was launched in January 2011.

Among the top mentions on this handle was the conversation surrounding Imane Khelif (Algeria, Boxing). One of the most engaged posts came from J.K. Rowling.

Conversations around Imane Khelif surged beyond just mentions of the IOC, with data showing she was mentioned more than both "Biles" and "Paris 2024.

During the Games, we closely monitored this discourse, aiming to understand the demographics and characteristics of the audience participating in these discussions. To achieve this, we captured and analysed the first 20,000 tweets tagged with #IstandWithAngelaCarini shedding light on the nature of the engagement surrounding this topic.

Riley Gaines successfully pushed the hashtag #IStandWithAngelaCarini to trend, significantly aided by Elon Musk's support. In real-time, we analysed the audience behind these conversations using AI and social media data. This allowed us to identify the key influencers, top content sources, and the diverse audience segments engaging with the topic. The analysis revealed a massive spike in mentions, of which the audience that was pushing for the trend had affinities to driven by prominent figures such as Elon Musk, Tucker Carlson, and Donald J. Trump. Top media affinities were Breitbart, One America News, and The BBC Breaking News.

Here is the audience cluster behind the first 20,000 tweets on X. Our analysis reveals a predominantly right-leaning audience, with significant engagement from groups such as "Trump Supporters," "Conservative American Patriots," and "Proud British History." Although there is a presence of "Feminist Rights Advocates," the overall trend skews towards conservative and nationalist ideologies.

Khelif has been at the center of a significant amount of misinformation and fake news, particularly surrounding her gender identity. Here are some of the key fake news reports and misinformation that have circulated about her:

1. Gender Misidentification: There have been widespread false claims that Imane Khelif is transgender or a biological male. These claims were amplified by various public figures, including J.K. Rowling, Elon Musk, and Donald Trump, despite Khelif having a female passport and being recognised as female by the International Olympic Committee
2. Disqualification Rumors: Misinformation spread about Khelif being disqualified from competitions due to gender eligibility issues. The International Boxing Association (IBA) had previously disqualified her based on a test they claimed showed she had XY chromosomes. However, the IOC dismissed these tests as lacking credibility and arbitrary, affirming her eligibility to compete in the Olympics.
3. Misleading Narratives: Some media outlets and social media users have perpetuated the narrative that Khelif's victory over Angela Carini was unfair, suggesting that she had an undue advantage due to her gender. This narrative was used to fuel broader cultural debates about gender identity in sports.
4. Antisemitic and Political Manipulations: The controversy has also been manipulated for political purposes, with some attributing attacks on Khelif to antisemitic conspiracies or political agendas. This has further muddied the discourse around her participation in the Olympics.

These instances of misinformation highlight the challenges faced by athletes like Khelif, who become targets of fake news and disinformation campaigns, often driven by broader cultural and political agendas.

As the controversy was breaking, it became increasingly difficult to find accurate and official information about the trending tweets and news stories in real time. Even if the message below was posted over 2 million mentions of Khelif were blazing on X between 1-2 August 2024.

Using AI To Put Out The Fire
Thanks to AI clustering technology, it's possible to quickly identify trending stories and tweets containing both disinformation and misinformation. Brands can leverage this technology to dispel fake news by taking the following steps:

1. Real-Time Monitoring: Use AI to continuously monitor social media and news platforms for any mentions of the brand or related topics. This enables the rapid identification of false information before it gains significant traction.
2. Rapid Response: Once disinformation is identified, the brand can swiftly issue corrections or clarifications through its official channels, ensuring the correct narrative is available to the public. This could include issuing statements, creating informative posts, or directly engaging with users who are spreading false information.
3. Engage Key Influencers: Identify and collaborate with key influencers who can help amplify the brand's message and counteract the spread of fake news. Influencers with a large following can be particularly effective in reaching a wider audience quickly.
4. Content Creation: Develop and disseminate content that provides accurate information and educates the audience about the false narratives. This content can take the form of blog posts, videos, infographics, or social media posts that are easy to share.
5. Transparency and Credibility: Maintain transparency in communication and consistently provide credible, evidence-backed information. This builds trust with the audience and makes it more likely they will turn to the brand's official channels for accurate information.
6. Engage in Conversations: Actively participate in relevant conversations online, correcting misinformation where possible and providing factual information to guide the narrative in the right direction.

In such instances, timing is everything, especially in a landscape where narratives are being created and distributed on scales never seen before. The ability to respond swiftly and accurately can make the difference between controlling the narrative and being overwhelmed by misinformation.

Imane Khelif, has filed a lawsuit in France against several high-profile individuals, including J.K. Rowling and Elon Musk, for alleged cyberbullying during the Paris 2024 Olympics. The lawsuit, which targets social media platforms, accuses these figures of participating in a transphobic and sexist online smear campaign questioning Khelif's gender identity. If J.K. Rowling, Elon Musk, and others named in Imane Khelif's lawsuit are found guilty of cyberbullying under French law, they could face significant legal consequences. According to recent French legislation, cyberbullying can result in fines of up to €150,000 and imprisonment for up to 10 years, depending on the severity of the offense and its impact on the victim. Additionally, the lawsuit could also involve defamation claims, where damages might be awarded to compensate for harm to Khelif's reputation and privacy.

Sources
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