Geurin_2017_JSM.pdf (340.67 kB)
Elite female athletes' perceptions of new media use relating to their careers: A qualitative analysis
Today's elite athletes face increasing demands to develop a new media presence in order to build their personal brand and connect with a wide variety of stakeholders. Myriad studies have focused on athletes' new media use by examining content posted online; however, few studies have examined new media usage from the athletes' perspectives. Using the theoretical framework of self-presentation theory to uncover athletes' new media perceptions, goals, and strategies, semistructured in-depth interviews were conducted with six elite female athletes training for the 2016 Rio Olympics. Findings revealed that although athletes had goals for sharing their lives, developing connections, sponsorship, and self-promotion, they did not employ specific strategies to meet these goals or attempt to measure whether their goals were met. Gender-related findings included feeling pressure to post sexually suggestive images and receiving unwanted private communications from male fans. The implications are discussed within the paper.
History
School
- Loughborough University London
Published in
Journal of Sport ManagementVolume
31Issue
4Pages
345 - 359Publisher
Human Kinetics, Inc.Version
- AM (Accepted Manuscript)
Rights holder
© Human Kinetics, Inc.Publisher statement
Accepted author manuscript version reprinted, by permission, from Journal of Sport Management, 2017, 31 (4): pp345-pp359, https://doi.org/10.1123/jsm.2016-0157. © Human Kinetics, Inc.Publication date
2017-07-31Copyright date
2017ISSN
0888-4773eISSN
1543-270XPublisher version
Language
- en
Depositor
Dr Andrea Geurin. Deposit date: 25 February 2020Usage metrics
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