Self-Presentation Techniques Used by Local Television Sports Broadcasters on Twitter

Abstract

Using self-presentation theory as a guide, this study examined if local sports broadcasters in the United States were more likely to write about their work life (front stage) or their personal life (backstage) when on Twitter. A content analysis of 19,649 tweets from 201 sportscasters throughout the United States revealed that the majority of tweets (77.4%) demonstrated front stage personas (a work-related tool), with the remaining 22.6% categorized as backstage personas (giving details about their personal lives). This illustrates that sportscasters’ interactions with followers online are, in essence, not much different from their interactions with them on television, in that they are simply giving them scores and news. Additional analysis addressed the difference in tweet content based on gender and what size city the broadcaster worked in. Theoretical implications regarding self-presentation theory and practical implications for sports media members are discussed.