Social and Psychological Aspects

Korean Professional Golfers' Self-presentation and FAshion on Instagram Comparison Between Female and Male

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Abstract

Based on Goffman's (1959) self-presentation theory (the idea that people act as performers,expressing their identity through non-verbal and verbal messages), this study examines the Instagram feeds of Korean female and male professional golfers to compare and contrast how athletes' gender and fashion play different roles in professional athletes' self-branding and fan engagement. The top five Korean female and male professional golfers with the most Instagram followers were used as the sample for this study. Content analysis was employed to analyze and categorize Instagram posts over 12 months in 2022. The study confirmed that Instagram can be used as a new platform to study athletes' self-presentation.This study identified self-presentations that differ by gender and contributes to expanding the theoretical framework of self-presentation and gender stereotypes within sports social media research. This study suggests a new insight into brand marketing strategies via social media for both athletes and sponsors.

Keywords: social media, Instagram, self-presentation, frontstage, backstage

How to Cite:

Hahn, K. H. & Bae, W., (2024) “Korean Professional Golfers' Self-presentation and FAshion on Instagram Comparison Between Female and Male”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17169