Abstract

This study used netnography and interviews to explore the sociocultural significance of South Korean sports stars’ impression management using social media. The study investigated Instagram, a widely used image-based social media platform. Through netnography, the study analysed Instagram content, and then it conducted interviews with stars for deeper interpretation. The results showed that the impression management strategies used are multifaceted. Some stars use social media to maintain personal connections, through which they create intimacy by sharing details from their daily lives and engaging in ‘self-expression’ to empathize with and relate to fans, which in turn helps them promote sponsored products or companies. Others intentionally create distance by uploading posts related to their economic and sociocultural capital. Sports stars also engage in ‘role model’ and ‘modesty’ strategies by presenting themselves as good examples on and off the field and uploading posts that promote their humility, appealing to South Korean social values.

摘要

这项研究使用网络志和访谈技术来探索社会媒体对韩国体育明星印象管理的社会文化意义。这项研究调查了Instagram（一种广泛使用的基于图像的社交媒体平台）。通过网络志，这项研究分析了Instagram的内容，然后对明星进行了采访，以进行更深入的解释。结果表明，所使用的印象管理策略是多方面的。一些明星使用社交媒体维持个人联系，通过与他们分享日常生活中的细节并参与“自我表达”来与粉丝建立联系并与之建立联系，从而建立亲密关系，进而帮助他们推广赞助的产品或公司。其他人则通过上传与其经济和社会文化资本有关的帖子来故意拉开距离。