An Audience Interpretation of Professional Athlete Self-Presentation on Twitter
Keywords:self-presentation, Twitter, professional athletes, digital marketing, audience interpretation
AbstractThis study explored how sport consumers interpret athlete self-presentation on Twitter and distinguished the perceived importance of digital self-presentation on athlete image. A self-administered online survey based on Goffman’s (1959) theoretical framework of self-presentation was created to measure audience interest in the digital presentation strategies used by athletes. A definition and specific example were provided for 10 self-presentation strategies, after which participants were asked to rate their level of interest (N = 377). The most salient strategy reported was that of the sport insider. Participants reported greatest interest in the discussion of athlete performance, athlete fitness, and an athlete’s sport expertise. The study suggests that fans may not be as interested in the personal details of an athlete’s life outside of sport as previously suggested. A disconnect between the self-presentation strategies being employed by athletes on Twitter and the strategies sport consumers report being most interested in was also identified.
Sagamore Publishing LLC (hereinafter the “Copyright Owner”)
Journal Publishing Copyright Agreement for Authors
PLEASE REVIEW OUR POLICIES AND THE PUBLISHING AGREEMENT, AND INDICATE YOUR ACCEPTANCE OF THE TERMS BY CHECKING THE ‘AGREE TO THE TERMS OF THIS COPYRIGHT NOTICE’ CHECKBOX BELOW.
I understand that by submitting an article to Journal of Applied Sport Management, I am granting the copyright to the article submitted for consideration for publication in Journal of Applied Sport Management: Research that Mattersto the Copyright Owner. If after consideration of the Editor of the Journal of Applied Sport Management, the article is not accepted for publication, all copyright covered under this agreement will be automatically returned to the Author(s).
THE PUBLISHING AGREEMENT
Assignment of Copyright
I hereby assign to the Copyright Owner the copyright in the manuscript I am submitting in this online procedure and any tables, illustrations or other material submitted for publication as part of the manuscript in all forms and media (whether now known or later developed), throughout the world, in all languages, for the full term of copyright, effective when the article is accepted for publication.
Reversion of Rights
Articles may sometimes be accepted for publication but later be rejected in the publication process, even in some cases after public posting in “Articles in Press” form, in which case all rights will revert to the Author.
Retention of Rights for Scholarly Purposes
I understand that I retain or am hereby granted the Retained Rights. The Retained Rights include the right to use the Preprint, Accepted Manuscript, and the Published Journal Article for Personal Use and Internal Institutional Use.
All journal material is under a 12 month embargo. Authors who would like to have their articles available as open access should contact Sagamore-Venture for further information.
In the case of the Accepted Manuscript and the Published Journal Article, the Retained Rights exclude Commercial Use, other than use by the author in a subsequent compilation of the author’s works or to extend the Article to book length form or re-use by the author of portions or excerpts in other works.
Published Journal Article: the author may share a link to the formal publication through the relevant DOI.
- The Article I have submitted to the journal for review is original, has been written by the stated author(s) and has not been published elsewhere.
- The Article was not submitted for review to another journal while under review by this journal and will not be submitted to any other journal.
- The Article contains no libelous or other unlawful statements and does not contain any materials that violate any personal or proprietary rights of any other person or entity.
- I have obtained written permission from copyright owners for any excerpts from copyrighted works that are included and have credited the sources in the Article.
- If the Article was prepared jointly with other authors, I have informed the co-author(s) of the terms of this Journal Publishing Agreement and that I am signing on their behalf as their agent, and I am authorized to do so.