Mapping the Field: A Content Analysis of Marketable NCAA Athletes’ Social Media Self-Presentation

Abstract

The following study applies the framework of self-presentation theory to examine one year of posts ( n = 1064) from the TikTok and Instagram accounts of 18 highly marketable NCAA athletes. A content analysis was used to examine differences by platform, gender, and content type following the approval of NIL compensation for collegiate athletes. Findings revealed significant differences between male and female athletes regarding the type of content posted, prevalent self-presentation themes, and engagement. Male athletes were found to post more frontstage athletic performance content and backstage marketable lifestyle content than female athletes. In contrast, female athletes posted more backstage content in the attractive appearance category, which also was the category with the highest engagement from audiences. Additionally frontstage content in athletic performance content categories was more prevalent on Instagram, while backstage content appeared more frequently on TikTok. These findings advance our understanding of athletes’ social media platform use and are in line with traditional media presentations of gender and sport.