Athletes’ Personal Branding on Social Media: A Case Study of Eileen Gu during the Beijing Olympics
This study examines how athletes use social media to shape and promote their personal brand, employing the case of Eileen Gu, a Chinese American skier who won three medals at the 2022 Beijing Olympics on behalf of China. Employing a content analysis methodology, the present research explores the evo...
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| Format: | Article |
| Language: | English |
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Translation and Intercultural Communication (TICC)
2024-03-01
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| Series: | Media and Intercultural Communication: A Multidisciplinary Journal |
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| Online Access: | https://www.micjournal.org/article_184478_54f043c0660ca132f805a60e80849694.pdf |
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| author | Fang Xie Dongye Lyu Hao Zhang |
| author_facet | Fang Xie Dongye Lyu Hao Zhang |
| author_sort | Fang Xie |
| collection | DOAJ |
| description | This study examines how athletes use social media to shape and promote their personal brand, employing the case of Eileen Gu, a Chinese American skier who won three medals at the 2022 Beijing Olympics on behalf of China. Employing a content analysis methodology, the present research explores the evolution of Eileen Gu’s personal brand and the molding of her media image through a comparative examination of her Instagram and Sina Weibo posts before and after the 2022 Beijing Olympics. In addition, grounded in semiotics theory, the study identifies key themes and patterns within Eileen Gu’s social media content. Eileen Gu’s narrative serves as a pertinent context for exploring the dynamics of personal brand development within the intersection of sports and social media. By examining the personal branding strategies of Eileen Gu on different social media platforms, the present study provides unique opportunities and interactions in transnational athletes’ personal branding processes. |
| format | Article |
| id | doaj-art-f566818d1a4d4ad99e56d75017294bd1 |
| institution | Kabale University |
| issn | 2980-9894 |
| language | English |
| publishDate | 2024-03-01 |
| publisher | Translation and Intercultural Communication (TICC) |
| record_format | Article |
| series | Media and Intercultural Communication: A Multidisciplinary Journal |
| spelling | doaj-art-f566818d1a4d4ad99e56d75017294bd12025-01-25T04:10:53ZengTranslation and Intercultural Communication (TICC)Media and Intercultural Communication: A Multidisciplinary Journal2980-98942024-03-0121203910.22034/mic.2023.427678.1008184478Athletes’ Personal Branding on Social Media: A Case Study of Eileen Gu during the Beijing OlympicsFang Xie0Dongye Lyu1Hao Zhang2Jiangsu Ocean University, ChinaThe Hong Kong University of Science and Technology, China & Universidad Complutense de Madrid, SpainXi Hua University, ChinaThis study examines how athletes use social media to shape and promote their personal brand, employing the case of Eileen Gu, a Chinese American skier who won three medals at the 2022 Beijing Olympics on behalf of China. Employing a content analysis methodology, the present research explores the evolution of Eileen Gu’s personal brand and the molding of her media image through a comparative examination of her Instagram and Sina Weibo posts before and after the 2022 Beijing Olympics. In addition, grounded in semiotics theory, the study identifies key themes and patterns within Eileen Gu’s social media content. Eileen Gu’s narrative serves as a pertinent context for exploring the dynamics of personal brand development within the intersection of sports and social media. By examining the personal branding strategies of Eileen Gu on different social media platforms, the present study provides unique opportunities and interactions in transnational athletes’ personal branding processes.https://www.micjournal.org/article_184478_54f043c0660ca132f805a60e80849694.pdfathletepersonal brandingsocial mediaeileen gusemiotic analysiscontent analysis |
| spellingShingle | Fang Xie Dongye Lyu Hao Zhang Athletes’ Personal Branding on Social Media: A Case Study of Eileen Gu during the Beijing Olympics Media and Intercultural Communication: A Multidisciplinary Journal athlete personal branding social media eileen gu semiotic analysis content analysis |
| title | Athletes’ Personal Branding on Social Media: A Case Study of Eileen Gu during the Beijing Olympics |
| title_full | Athletes’ Personal Branding on Social Media: A Case Study of Eileen Gu during the Beijing Olympics |
| title_fullStr | Athletes’ Personal Branding on Social Media: A Case Study of Eileen Gu during the Beijing Olympics |
| title_full_unstemmed | Athletes’ Personal Branding on Social Media: A Case Study of Eileen Gu during the Beijing Olympics |
| title_short | Athletes’ Personal Branding on Social Media: A Case Study of Eileen Gu during the Beijing Olympics |
| title_sort | athletes personal branding on social media a case study of eileen gu during the beijing olympics |
| topic | athlete personal branding social media eileen gu semiotic analysis content analysis |
| url | https://www.micjournal.org/article_184478_54f043c0660ca132f805a60e80849694.pdf |
| work_keys_str_mv | AT fangxie athletespersonalbrandingonsocialmediaacasestudyofeileenguduringthebeijingolympics AT dongyelyu athletespersonalbrandingonsocialmediaacasestudyofeileenguduringthebeijingolympics AT haozhang athletespersonalbrandingonsocialmediaacasestudyofeileenguduringthebeijingolympics |