Além das hashtags: a análise de imagens postadas por atletas no Instagram ® e as diferenças relacionadas ao sexo

• Autor(a) principal: Oliveira, Vivian de [UNESP]
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://hdl.handle.net/11449/137820
• topic: Social Networks; Sport; Human Development; Technologies; Media; Redes Sociais; Esporte; Desenvolvimento Humano; Tecnologias; Mídias

The Instagram® is a social networking application that enables users to take pictures, edit and share them with the world. Created in 2010, this social network is getting more popular each day, exceeding 400 million users. Thus, the aim of this study was to verify the content of posts on Instagram® of Brazilian medalists athletes at the last edition of the Olympic Games, held in 2012 in London. Moreover, considering the differences in the treatment that is given by the sports press for male and female thletes, seeks to also check for differences in the images related to the gender of the athletes that have posted it. This is a research with qualitative and quantitative characteristic, descriptive, that uses netnographic method for data collection and is based on the Visual Sociology. As main results, we find that there is a relationship between the number of posts and the amount of followers. We also found that the largest number of photos posted is of the athletes themselves, in workplaces and in moments of relaxation. In the most of the photos there is no reference to the sponsors of the athletes, highlighting the body or the clothing of them. Considering the comparison between the sexes, we realize that men and women have the same pattern of publication, with some differences in the percentages. We conclude that the differences between the sexes with regard to the treatment that is given to athletes in traditional media is not repeated on social networks. Despite promote themselves and strengthen their professions through Instagram®, the potential for marketing that exists in the new media is still little explored by athletes.