The Structure of Scandals in the SNS Era
Since the 2010s, the spread of Twitter and Instagram has created an environment where NPB players' private behavior can go viral in an instant. Previously, scandals originated from weekly magazine reports, giving teams some ability to manage information in advance. In the social media era, however, posts by players themselves or eyewitnesses spread in real time, often leaving teams scrambling to respond. In 2016, a young player on a certain club posted an inappropriate late-night video to his Instagram story, and screenshots spread on Twitter, reaching tens of thousands of retweets within hours. The club held an apology press conference the next morning, but online criticism had already erupted. This incident demonstrated to the baseball world that SNS-era scandals unfold at an entirely different speed and scale than traditional ones.
Find books about Player Scandals in the Social Media Era on Amazon
Notable SNS-Related Incidents
Multiple SNS-related incidents have been documented in NPB. In 2017, a pitcher posted a tweet mocking an opponent after a game and received a formal reprimand from his club. In 2019, a college player considered a draft prospect reportedly had past discriminatory tweets unearthed, allegedly leading teams to avoid selecting him, illustrating the problem of digital tattoos. In 2021, photos of several players dining together during COVID-19 stay-at-home advisories leaked on social media, resulting in game suspensions. In MLB, Josh Hader's past racist tweets surfaced in 2018 and became a major controversy, showing that SNS risk is a shared challenge across Japanese and American baseball. The NPB Commissioner's Office requested all clubs to establish SNS guidelines in 2020, and all twelve teams had adopted their own social media policies by 2021.
Team Countermeasures and Media Literacy Education
Teams have incorporated SNS literacy education into their rookie orientation programs. The Yomiuri Giants have invited external crisis management consultants since 2019 to conduct biannual workshops. The Fukuoka SoftBank Hawks require players to sign a social media usage pledge upon joining the organization. Training covers topics ranging from pre-posting self-check procedures and disabling location sharing to understanding the risk of screenshot-based dissemination. At the same time, a player's personal reach on social media is a marketing asset. Players like Kodai Senga (then with SoftBank) and Yoshinobu Yamamoto (then with Orix) used social media to build closer connections with fans, positively impacting merchandise sales and sponsorship deals. For clubs, balancing risk management with leveraging players' influence has become a key business challenge.
Related books are also helpful
Future Outlook and Emerging Challenges
As social media platforms diversify, the nature of risks continues to evolve. The rise of video-centric platforms like TikTok and YouTube Shorts has increased the risk of controversies involving visual content, not just text. Additionally, advances in generative AI and deepfake technology pose new threats, including the spread of fabricated videos or statements impersonating players. NPB placed AI-generated content response policies on the agenda at its 2024 owners' meeting. Overseas, the Korean Baseball Organization (KBO) partially introduced a system in 2023 where team PR departments pre-screen player social media posts, though this sparked debate over freedom of expression. In NPB as well, building a framework that respects players' rights while protecting the league's overall brand value is an urgent priority.