Esgrima en Instagram: : examinando la autopresentación como estrategia de marca de los esgrimistas profesionales

• Veloso da Silva, Admilson ^[1] ; Yiming, Tao ^[1]
  1. [1] Corvinus University of Budapest

     Corvinus University of Budapest

     Hungría

     
• Localización: Obra digital: revista de comunicación, ISSN-e 2014-5039, Nº. 24, 2023 (Ejemplar dedicado a: 'Comunicación deportiva, más allá del periodismo deportivo'), págs. 51-71
• Idioma: español
• DOI: 10.25029/od.2023.384.24
• Títulos paralelos:
  • Fencing on Instagram: : Examining self-presentation as branding strategies of professional fencers
• Enlaces
  • Texto completo  1    2    3  
• Resumen
  • español

    Instagram ha impactado la forma en que los atletas se presentan y se comunican con sus audiencias sin la necesidad de mediadores de medios masivos, como los periodistas. Por lo tanto, este estudio explora las oportunidades para que los esgrimistas profesionales desarrollen estrategias de autopresentación y comunicación en la plataforma. El enfoque metodológico se basa en la netnografía y el análisis de contenido, evaluando las cuentas de los 10 mejores tiradores (FIE). Los hallazgos señalan cómo estos atletas construyen su marca al aumentar el compromiso y la interacción de los fanáticos al compartir videos de entrenamiento, fotos de competencias e historias personales, al mismo tiempo que colaboran con patrocinadores y marcas para abrir oportunidades comerciales y fuentes de ingresos.

  • English

    Instagram has impacted how athletes present themselves and communicate with their audiences without the need for mass media mediators, such as journalists. Hence, this study explores the opportunities for professional fencers to develop self-presentation and communication strategies on the platform. The methodological approach is based on netnography and content analysis, evaluating the top 10 fencers accounts (FIE). The findings point out how these athletes build their brand by increasing fan engagement and interaction through sharing training videos, competition photos, and personal stories, while also collaborating with sponsors and brands to open up business opportunities and revenue streams.

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