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

Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation... Highlights• Female athletes were more likely than males to post photographs of themselves.• Athletes who posted the widest variety of photo types received more fan engagement.• Sexually suggestive photos garnered significantly greater likes and comments.• Athletes appear to be missing an opportunity for greater engagement via sport photos.• Athletes should ensure they post photos aligned with their desired personal brand. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sport Management Review Taylor & Francis

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

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

Sport Management Review , Volume 19 (2): 13 – Apr 1, 2016

Abstract

Highlights• Female athletes were more likely than males to post photographs of themselves.• Athletes who posted the widest variety of photo types received more fan engagement.• Sexually suggestive photos garnered significantly greater likes and comments.• Athletes appear to be missing an opportunity for greater engagement via sport photos.• Athletes should ensure they post photos aligned with their desired personal brand.

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References (52)

Publisher
Taylor & Francis
Copyright
© Sport Management Association of Australia and New Zealand 2016
ISSN
1839-2083
eISSN
1441-3523
DOI
10.1016/j.smr.2015.03.002
Publisher site
See Article on Publisher Site

Abstract

Highlights• Female athletes were more likely than males to post photographs of themselves.• Athletes who posted the widest variety of photo types received more fan engagement.• Sexually suggestive photos garnered significantly greater likes and comments.• Athletes appear to be missing an opportunity for greater engagement via sport photos.• Athletes should ensure they post photos aligned with their desired personal brand.

Journal

Sport Management ReviewTaylor & Francis

Published: Apr 1, 2016

Keywords: Social media; Self-presentation; Brand management; Personal brand; Marketing; Communication

There are no references for this article.