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Sport und die Selbstdarstellung auf sozialen Netzwerken

In: Professionelle Sportkommunikation

Author

Listed:
  • Thomas Horky

    (Macromedia Hochschule Hamburg)

  • Christian Rudeloff

    (Macromedia Hochschule Hamburg)

Abstract

Zusammenfassung Soziale Netzwerke (Social Media) haben die Art und Weise der Kommunikation im Sport in den vergangenen Jahren nachhaltig verändert. Neben vielen neuen Eigenschaften und Funktionen hat die Selbstdarstellung von Sportler:innen über Social Media vor allem die verstärkte Möglichkeit zum Personal und Human Branding geschaffen, Athlet:innen können so zu einer persönlichen Marke werden beziehungsweise eine öffentliche (mediale) Person. Dabei gibt es einige Besonderheiten und Unterschiede zwischen den Geschlechtern, zwischen Sportarten und Leistungslevel. Dazu lassen sich beim Branding im Sport Grenzen und verschiedene Gefahren beobachten, denn die Selbstdarstellung im Sport wird durch Guidelines von Ligen und Veranstaltern geregelt, zudem treten in vielen Fällen sogenannte Shitstorms auf.

Suggested Citation

  • Thomas Horky & Christian Rudeloff, 2024. "Sport und die Selbstdarstellung auf sozialen Netzwerken," Springer Books, in: Jana Wiske (ed.), Professionelle Sportkommunikation, chapter 0, pages 153-170, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45366-4_10
    DOI: 10.1007/978-3-658-45366-4_10
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