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Introducing instagagement: analyzing the engagement rates of professional tennis players through self-presentation strategies on Instagram

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posted on 2021-05-24, 10:52 authored by Katie Lebel
This study explored the self-presentation strategies of male and female professional tennis players on the visual-based social media platform, Instagram, and explored the differences that exist between genders relative to fan engagement. A total of 963 Instagram posts were analyzed through content analyses of the top ten most followed professional male and female tennis players. Findings suggest that down-to-earth posts were the most common selfpresentation strategy for both genders; however, male athletes were found to post in a wider variety of categories. Sport specific presentations of self (athletic competence, behind-the-scenes and celebratory) were found to be significantly more popular among male athletes, constituting 46.1% of their sample, compared to 24.5% of the female athlete sample. Fan engagement rates revealed that followers of male athletes engaged with celebratory content the most, while followers of female athletes engaged most with sexualized content.





Master of Digital Media


Digital Media

Granting Institution

Ryerson University

LAC Thesis Type