The Role of Culture in Using Social Media in Sport: The Case of Australian and Singaporean Elite Sportswomen

in International Journal of Sport Communication

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Popi SotiriadouGriffith University, Nathan, QLD, Australia

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https://orcid.org/0000-0003-2498-2179*
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Leah BrokmannGriffith University, Nathan, QLD, Australia

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Jason DoyleGriffith University, Nathan, QLD, Australia

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https://orcid.org/0000-0002-5049-9407
DOI:
https://doi.org/10.1123/ijsc.2022-0163
Keywords:
elite female athletes; sport culture; athlete brand management; athlete player marketing; cultural identity
First Published Online:
17 Jan 2023
In Print:
Volume 16: Issue 2
Page Range:
147–158
Restricted access

The use of social media is reflective of an individual’s culture. The purpose of this study was to examine the influence of the cultural context on Australian and Singaporean sportswomen’s uses of social media. In-depth interviews with 12 elite sportswomen from both countries combined with supplementary information collected through the participating athletes’ Instagram profiles showed that social media uses are influenced by uncertainty avoidance, individualism or collectivism, masculinity or femininity, and long- or short-term orientations. By applying Hofstede and Bond’s cultural dimensions framework, the study presents new knowledge on three cultural dimensions (i.e., uncertainty avoidance, masculinity vs. femininity, and long-term vs. short-term orientation) and broadens the field of sport and social media by comparing the use of social media between athletes from diverse cultures. The study offers significant insight for designing a branding strategy that encompasses cultural contexts to guide athletes on their use of social media.

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