Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram

Abstract

A gendered analysis of Olympic athletes' visual self-presentation on InstagramResubmitted to Sport Management Review

Social Media as a Personal Branding Tool: A Qualitative Study of Student-Athletes’ Perceptions and Behaviors

“…Considering the importance of athletes' social media use, numerous publications have examined professional and elite athletes' personal branding efforts carried out via social media and found that they actively were presenting and portraying themselves to develop their personal brands (Agyemang & Williams, 2016;Coche, 2014;Davies & Mudrick, 2017;Geurin, 2017;Geurin-Eagleman & Burch, 2016;Green, 2016;Hodge & Walker, 2015). For example, Hodge and Walker (2015) discovered that professional golfers acknowledged the importance of having strong personal branding skills but perceived a number of challenges to building an effective person-JADE Bowling Green State University -https://scholarworks.bgsu.edu/jade/ al brand; these challenges included a lack of knowledge, time, and support.…”

“…Self-presentation theory (Goffman, 1959) has been widely used in the study of social media research in regard to how people utilize its functions to present or represent various content (e.g., Geurin-Eagleman & Burch, 2016;Marshall, 2010). Self-presentation is defined as a mechanism by which wanted information can be delivered to others.…”

“…Regarding athletes' frontstage performance, previous research found that athletes use sport-themed Twitter profile pictures to create strong impressions about their athletic abilities and build their personal brands in public (Hull, 2014;Lebel & Danylchuk, 2014;Li, Stokowski, Dittmore, Malmo, & Rolfe, 2017). Previous studies also indicated that athletes are engaged in backstage performance as they often post their private lives, which would not be exposed via traditional media, and share personal opinions with their followers (Geurin-Eagleman & Burch, 2016;Hambrick, Simmons, Greenhalgh, & Greenwell, 2010;Hull, 2014;Lebel & Danylchuk, 2012). The presentation of backstage elements on social media as well as interacting with followers allowed athletes to build their own unique personal brands.…”

“We Smoked a Gator!”: An Exploration of College Football Fans’ Instagramming of Food

“…14). Academic research of the social media platform includes studies of self-presentation by athletes (Geurin-Eagleman & Burch, 2016;Smith & Sanderson, 2015), how fans use the platform to engage with teams (Kim & Hull, 2017), and how the hashtag #SheBelieves was used to frame coverage of the U.S. Women's Soccer Team during the 2015 FIFA World Cup (Pegoraro, Comeau, & Frederick, 2017). Instagram use by organizations and companies has also been examined, including the degree to which Major League Baseball (MLB) teams demonstrate corporate social responsibility through the platform (Hull & Kim, 2016).…”

Un Proyecto Educativo Soñado Por Líderes Indígenas De La Iglesia Luterana Y Bautistas: Gestión Administrativa Financiera De La Fundación Mushuk Kawsay

“…Las comunicaciones de marca, que antes eran controladas por las empresas, ahora están pasando a ser controladas gradualmente por los consumidores (Aaker, 2009). Schivinski y Dabrowski (2016) argumentan que, en los últimos años con el rápido crecimiento de los medios sociales, todas las investigaciones empíricas se han centrado en temas relacionados con la comunicación de boca en boca electrónica (Bambauer-Sachse y Mangold, 2011;Sarmiento, 2015;Sarmiento, 2017b), con comunidades de marca (Algesheimer et al, 2005) o con el contenido generado por el usuario (Geurin y Burch, 2016). Tras haber hecho una revisión de la literatura existente sobre la comunicación que las marcas realizan a través de los medios sociales, nos hemos encontrado con el primer gap; solo hemos podido encontrar un trabajo, el realizado por los autores Schivinski y Dabrowski (2016), que analiza la influencia de la comunicación de marca sobre los consumidores.…”