RIEB Discussion Paper Series No.2023-05

Title

A Comparison of Professional and Recreational Tennis Players' Self-presentation on Instagram

Abstract

This study examines the self-presentation activities of female tennis players on the social media outlet Instagram. Drawing on Goffman's (1959) theory of self-presentation, this study sought to understand whether differences existed between the adoption of Instagram by professional and recreational tennis players. Instagram accounts of 63 professional and 50 recreational Japanese female tennis players were examined using content analysis. The findings reveal significant differences in self-presentation tactics of professional and retired tennis players on the focus of the photo, brand or logo visibility, athlete's presence in their photos, the proximity of the shot, facial expression, motion, and touch. Implications for self-branding and image management of female athletes are discussed. Overall, these findings contribute to a better understanding of the Instagrammable aesthetic and female athlete's online behavior in social media.

Keywords

Social media; Self-presentation; Impression management; Women; Athletes

Inquiries

Vera Paola SHODA
Research Institute for Economics and Business Administration (RIEB)
Center for Computational Social Science (CCSS)
Kobe University
Rokkodai-cho, Nada-ku, Kobe
657-8501 Japan
Phone: +81-78-803-7036
FAX: +81-78-803-7059

Gian Philip R. ANTOLIN
Cesar E.A. Virata School of Business, University of the Philippines

Angela Chriselle Y. VAQUILAER
College of Arts and Sciences, University of the Philippines