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--> Contact Us Sitemap Access 日本語 ENGLISH About RIEB Message Outline History Former Directors Organization Staff Accounts Internatinal Exchange Faculty Global Economy Unit Corporate Competitiveness Unit Corporate Information Unit Global Finance Unit Integrated Center for Corporate Archives Center for the Promotion of Regional Co-Creation Research Office of Promoting Research Collaboration Visiting and Adjunct Researcher Faculty Awards (in Japanese) Research Fellow Emeritus Professor Research Research Projects Publications Integrates Center for Corporate Archives Early Moden DataBase Seminars at RIEB Seminar Schedule All Seminars RIEB & Kanematsu Seminars Latin America Seminars Monetary Economics Seminar of Kobe University (in Japanese) Kanebo Seminar of Kobe University (in Japanese) Past Seminars Education & Society Symposia Social Contribution & Education Kanematsu Prize Sections Integrated Center for Corporate Archives Center for the Promotion of Regional Co-Creation Research United Nations Depository Library RIEB Library Computer Laboratory Local Page--> HOME Research Publications Discussion Paper Series（English） RIEB Discussion Paper Series No.2023-05 RIEB Discussion Paper Series No.2023-05 RIEB Discussion Paper Series No.2023-05 Title A Comparison of Professional and Recreational Tennis Players' Self-presentation on Instagram Abstract This study examines the self-presentation activities of female tennis players on the social media outlet Instagram. Drawing on Goffman's (1959) theory of self-presentation, this study sought to understand whether differences existed between the adoption of Instagram by professional and recreational tennis players. Instagram accounts of 63 professional and 50 recreational Japanese female tennis players were examined using content analysis. The findings reveal significant differences in self-presentation tactics of professional and retired tennis players on the focus of the photo, brand or logo visibility, athlete's presence in their photos, the proximity of the shot, facial expression, motion, and touch. Implications for self-branding and image management of female athletes are discussed. Overall, these findings contribute to a better understanding of the Instagrammable aesthetic and female athlete's online behavior in social media. Keywords Social media; Self-presentation; Impression management; Women; Athletes Inquiries Vera Paola SHODA Research Institute for Economics and Business Administration (RIEB) Center for Computational Social Science (CCSS) Kobe University Rokkodai-cho, Nada-ku, Kobe 657-8501 Japan Phone: +81-78-803-7036 FAX: +81-78-803-7059 Gian Philip R. ANTOLIN Cesar E.A. Virata School of Business, University of the Philippines Angela Chriselle Y. VAQUILAER College of Arts and Sciences, University of the Philippines Site Top About RIEB Faculty Research Seminars at RIEB Education & Society Sections Site Policy Sitemap Access Contact Information © Research Institute for Economics and Business Administration, Kobe University. All Rights Reserved. Contact Us Site Policy (in Japanese) Sitemap Access 日本語 ENGLISH