‘You feel a need to inspire and be active on these sites otherwise . . . people won’t remember your name’: elite female athletes and the need to maintain ‘appropriate distance’ in navigating online gendered space

Although some scholars have argued that social media provide opportunities for sportswomen to bypass mainstream media reporting, there is little existing research on how female athletes use, and experience, digital platforms. This article uses insights from studies of ‘gendered visibility’ alongside work on ‘closeness and distance’ in journalism studies to put forward the concept of ‘appropriate distance’ when trying to understand how these athletes manage their time and engagements online. Drawing on interviews with UK-based elite sportswomen, the findings not only show how distance is carefully managed to protect themselves from negative comments and over-exposure online, but also the significance of building connections with young female followers. Indeed, the athletes prize their status as ‘role models’ and seek to provide ongoing support and a sense of community in what is often an antagonistic online space.