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This article uses the phenomenological method to explain how Twitter has changed the nature of sport media relations. The research was based on semistructured interviews with 18 Canadian and U.S. sport media professionals having an average 16 yr of experience. This exploratory study uses the lived experience of sport media professionals to identify 3 clusters that help explain how Twitter has changed the nature of sport media relations: media landscape, "mechanical" job functions, and sportdoi:10.1123/ijsc.6.4.394 fatcat:2szo3lkjdjg47o6aleyh77ftrm