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Selbstdarstellung von Sportlern auf der Social Media Plattform Instagram: Eine Untersuchung des Instagram-Profils @davidbeckham

Selbstdarstellung von Sportlern auf der Social Media Plattform Instagram: Eine Untersuchung des Instagram-Profils @davidbeckham

          
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About the Book

Bachelorarbeit aus dem Jahr 2019 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,8, Deutsche Sporthochschule Köln (Institut für Kommunikations- und Medienforschung), Sprache: Deutsch, Abstract: Unter der Verwendung des Modells der quantitativen Bildinhaltsanalyse, untersucht die vorliegende Arbeit den Instagram Account des ehemaligen Fußballers David Beckham, um festzustellen, wie sich seine Selbstdarstellung auf der Social Media Plattform ausprägt. Denn mit über 50 Millionen Follower verzeichnet David Beckham eines der erfolgreichsten Sportler-Instagram Accounts, obwohl er seit 2013 nicht mehr aktiv Fußball spielt. Mithilfe der Inhaltsanalyse wurde nachgewiesen, dass David Beckham sich gezielt einer Varietät von Charaktereigenschaften bedient, um ein möglichst großes Publikum anzusprechen und Themen aus dem privaten Umfeld die meisten Reaktion der Nutzer generieren. Social Media nimmt immer mehr die Rolle eines effektiven und idealen Kommunikationsinstruments für die Vermarktung von Sportlern ein. Jedoch nutzen nur wenige dieses erfolgsversprechende Werkzeug oder können nicht alle Facetten und Möglichkeiten voll ausschöpfen, da es aufgrund der rasanten Entwicklung und Nachfrage der Sozialen Medien wie Instagram, Snapchat oder Facebook einfach nicht ausreichend entwickelte Strategien zur erfolgreichen Selbstvermarktung auf diesen Plattformen gibt. Instagram und andere bekannte Social Media Plattformen wie Facebook, YouTube oder Twitter haben den Konsum und die Bekanntheit des Sports bedeutend verändert. Die einfache, schnelle und soziale Kommunikationsmöglichkeit, die aus der stetig wachsenden Social Media Welt herausgeht, ist auch für den Sportmarkt und den damit verbundenen Akteuren wie professionellen Athleten, Vereine, Verbände und Sportartikelhersteller von großer Bedeutung. Denn mit der zunehmenden Kommerzialisierung im Sport ist es für die Akteure von großer Wichtigkeit, auch von den Kommunikationsinstrum
About the Author: B.A. Sportkommunikation & Sportmanagement


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Product Details
  • ISBN-13: 9783668962019
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 48
  • Spine Width: 3 mm
  • Weight: 72 gr
  • ISBN-10: 3668962014
  • Publisher Date: 11 May 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine Untersuchung des Instagram-Profils @davidbeckham
  • Width: 148 mm


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Selbstdarstellung von Sportlern auf der Social Media Plattform Instagram: Eine Untersuchung des Instagram-Profils @davidbeckham
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