Athletes’ Self-Representation on Instagram and the Implications of Nudity on their Brand Image
Résumé
Athletes must decide which online self-representation strategy best serves them, including the decision to posting nudity. This study investigates whether male athletes’ experiences differ from those of female athletes and how sponsors, social, and cultural expectations influence their strategies. Guided by impression management and objectification theories, this study compares online impression management practices of sixteen competitive male and female athletes representing eleven nations. Semi-structured interviews were conducted with all athletes, and their responses were compared to their practices based on observation of their Instagram posts. Athletes of both genders face objectification dilemmas when managing their online image. Fear of homophobia is influencing online impressions of male athletes with nude content, while females feel pressured to use nudity to draw more engagement.