Speak for yourself: analysing how US athletes used self-presentation on Twitter during the 2012 London Paralympic Games
by Joshua R. Pate; Robin Hardin; Brody Ruihley
International Journal of Sport Management and Marketing (IJSMM), Vol. 15, No. 3/4, 2014

Abstract: This study explored the content US Paralympic athletes posted to Twitter during the 2012 London Paralympic Summer Games. Goffman's (1959) self-presentation concept provided a foundation for describing the Twitter activity of the athletes through frontstage and backstage performances. Data were collected from Twitter accounts of 76 US Paralympic athletes who were on the 2012 US Paralympics Twitter page members list. Four themes were constructed on the Twitter content: backstage performances of: a) self; b) interaction and frontstage performances of: c) Paralympic promotion; d) reporting news. Athletes used Twitter to blur the lines between backstage and frontstage performances, providing glimpses of their private time but also serving as a marketing arm for US Paralympics. The importance of understanding what athletes were tweeting during this time lies in the marketing function they performed due to the lack of US media covering the event.

Online publication date:: Mon, 28-Sep-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com