Mapping the Field: A Content Analysis of Marketable NCAA Athletes’ Social Media Self-Presentation
Claire V. Wanzer,
Emily J. Pfender,
Nicole P. Travis
et al.
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… Show more
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