The purpose of this study was to explore self-presentation among highly ranked high school football recruits on Twitter. The top 10 athletes in the ESPN 300 were selected for analysis. Specifically, an inductive thematic analysis of the athletes’ tweets was conducted using grounded theory and constant-comparative methodology. Tweets were analyzed from the beginning of the football season through national signing day on February 5. Five self-presentation categories emerged from the data analysis including the personalist, interactivist, promotionalist, culturalist, and vocationalist. Overall, the high school athletes in this study were more likely to use Twitter to engage in backstage (i.e., candid) self-presentation than front-stage (i.e., calculated) self-presentation. While these athletes did use front-stage self-presentation, the performances were characterized by a highly personalized approach to communicating. The candid nature of these athletes’ use of Twitter suggests that proactive education of how to properly use social-media platforms is essential.
Frederick is with the Dept. of Health, Exercise, & Sports Sciences, University of New Mexico, Albuquerque, NM. Clavio is with the Dept. of Communication Studies, Indiana University, Bloomington, IN.