| Autor: |
Lebel, Katie, Danylchuk, Karen |
| Předmět: |
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| Zdroj: |
International Journal of Sport Communication; Sep2014, Vol. 7 Issue 3, p317-336, 20p |
| Abstrakt: |
This study investigated how professional athletes present themselves in their Twitter profile pictures and how athlete self-presentation is interpreted by a Generation Y audience (N= 206). Goffman's theory of self-presentation guided the analysis with a specific focus on the notions of front- and backstage performances as they relate to impression-management strategies. Participants assessed a sample of profile photos of the most followed male and female athletes on Twitter by providing their first impressions of each athlete' s image and then evaluating photo favorability and effectiveness. This research provides evidence to suggest that individuals invest meaning in the social cues provided in athlete profile pictures. Athletes who highlighted a sport context were consistently ranked most favorably and effectively and were linked with positive word associations. These findings underscore the importance of a strategic alignment between social-media profile content, profile photos, and the brand established by athletes. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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