Self-presentation of Iranian football players on Instagram during the 2018 World Cup

Bibliographic Data

ID12675655
AuthorsShohreh Sadeghi (University of Tehran, corresponding author), Ho Keat Leng (0000-0002-7349-6540, Nanyang Technological University)
Year2020
Volume22
Issue5
Pages502-510
Publication date2020-10-13
Open AccessNo
TypeARTICLE
VenueSoccer and Society (JOURNAL)
Journal identifiersISSN: 1466-0970 • E-ISSN: 1743-9590
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/14660970.2020.1832475
OpenAlexW3097471488
LanguageEN
Citations received6
References cited25

Members of social network sites are able to decide how to present themselves to other members. An earlier study has suggested that athletes may put up posts to describe themselves in their various roles. The aim of this study is to gain further insight by extending from the earlier conceptual framework. The posts of 14 Iranian footballer who played in the Russia 2018 World Cup from April to August were analysed. Content analysis found that the posts could be classified into four different categories namely Athlete, Family, Personal and Publicity. In addition, it was found that over time, there were changes in the proportion of posts in each category. Athletes were more likely to post on their lives as an athlete before and after a major sports event. This suggests that athletes are managing their personal brand on social media

Advertising · Athletes · Business · Football · Political science · Presentation (obstetrics · Publicity · Social science · Sociology · Sociology of sport · Digital Games and Media · Impact of Technology on Adolescents · Medicine · Psychology · Sports, Gender, and Society · Marketing

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