Book chapter
Social Media and Student Athlete Self-Presentation: NIL as a Gendered Experience
Media, Women, and the Transformation of Sport, pp.84-107
Routledge
2024
DOI: 10.4324/9781003474791-8
Abstract
The National Collegiate Athletic Association (NCAA) allowed student athletes to receive compensation for the use of their name, image, and likeness (NIL) following a U.S. Supreme Court ruling in 2021. The effects of this previously forbidden pursuit have been wide-ranging and are still emerging. One immediate impact was the differentiated NIL opportunities for student-athletes based on their institution, sport, and gender. Social media has additionally provided differentiated access, where larger followings equate more and more lucrative, NIL deals. At the nexus of established research on sports (social) media and gender and growing NIL scholarship, this research utilizes a mixed method approach-content analysis followed by focus group interviews-to investigate the effects of NIL on student-athletes' portrayal in social media and to gain insight into self-presentation motivation and NIL inequities among student-athletes in women's intercollegiate sports.
Details
- Title: Subtitle
- Social Media and Student Athlete Self-Presentation: NIL as a Gendered Experience
- Creators
- Samantha S. CaryJennifer J. Sterling
- Contributors
- Pamela J. Creedon (Editor)Laura A. Wackwitz (Editor)
- Resource Type
- Book chapter
- Publication Details
- Media, Women, and the Transformation of Sport, pp.84-107
- Publisher
- Routledge; New York, NY
- DOI
- 10.4324/9781003474791-8
- Alternative title
- Social Media and Student Athlete Self-Presentation
- Language
- English
- Date published
- 2024
- Academic Unit
- School of Journalism and Mass Communication; American Studies
- Record Identifier
- 9984752558302771
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