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

    Author(s)
    Geurin, Andrea
    Burch, Lauren M.
    Griffith University Author(s)
    Geurin, Andrea
    Year published
    2015
    Metadata
    Show full item record
    Abstract
    The purpose of this study was to examine Olympic athletes’ self-presentation on Instagram, a social media outlet on which users post photographs as their primary communication mechanism, in order to develop an understanding of the ways in which athletes use this medium as a communication and marketing tool to build their personal brand. Additionally, this research sought to understand whether differences existed between the utilisation of Instagram by male and female athletes. Drawing on Goffman's (1959) theory of self-presentation, this study examined eight purposively selected Olympic athletes’ Instagram photos. Findings ...
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    The purpose of this study was to examine Olympic athletes’ self-presentation on Instagram, a social media outlet on which users post photographs as their primary communication mechanism, in order to develop an understanding of the ways in which athletes use this medium as a communication and marketing tool to build their personal brand. Additionally, this research sought to understand whether differences existed between the utilisation of Instagram by male and female athletes. Drawing on Goffman's (1959) theory of self-presentation, this study examined eight purposively selected Olympic athletes’ Instagram photos. Findings revealed similarities to previous research on athletes’ use of written social media outlets such as Facebook and Twitter, as the majority of photos posted by athletes were personal in nature, thus reflecting backstage performance strategies according to self-presentation theory. The results indicated that female athletes were more likely to share photos of themselves and photos taken in private settings, but male athletes who posted a wider variety of photos encouraged greater engagement from their followers. Personal brand management implications for athletes and sport organisations are examined in greater detail in the discussion.
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    Journal Title
    Sport Management Review
    DOI
    https://doi.org/10.1016/j.smr.2015.03.002
    Note
    This publication has been entered into Griffith Research Online as an Advanced Online Version.
    Subject
    Commerce, Management, Tourism and Services not elsewhere classified
    Business and Management
    Commercial Services
    Marketing
    Publication URI
    http://hdl.handle.net/10072/102012
    Collection
    • Journal articles

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