Image Content Analysis of Egyptian Athletes Visual Self-Presentation Strategies on Instagram

Abstract

The study of visual presentation strategies on social media has increasingly captured the attention of academics, particularly those specializing in sports communication and self-image branding among professional athletes. This investigation aims to analyze the visual self-presentation strategies employed by Egyptian male and female athletes on Instagram to effectively convey their images to fans and sports stakeholders. Utilizing image content analysis as a methodology, this research examines the online tactics used by athletes, focusing on the visual elements of their posts and comparing the online presence of 10 Egyptian male and female professional athletes by analyzing 1,000 images. The collection of images began with the athlete's most recent post and proceeded backward to gather 100 images for each athlete. The findings reveal that Egyptian athletes strategically utilize images to position themselves, with the effectiveness of their self-presentation largely contingent upon the nature of the content they share. Despite observable disparities in online engagement between male and female athletes—stemming from cultural influences and the predominant role of men in the Egyptian sports landscape—there is a recognition among athletes of the critical importance of visual self-presentation. However, many athletes struggle to implement effective online strategies due to limited resources and knowledge. The practical implications of this study emphasize the necessity for athletes to develop tailored online strategies that align with their specific objectives and the image they wish to project. Such strategies should consider the athlete's current performance status and career stage, striking a balance between on-field and off-field imagery while prioritizing content that resonates with their audience. Additionally, fostering workshops or training sessions on effective social media use could empower athletes to leverage their visual branding more effectively, ultimately enhancing their engagement with fans and stakeholders within the sports community. This study contributes to a deeper understanding of how cultural contexts shape self-presentation strategies in the digital age.