Investigating Egyptian Athletes Visual Self-Presentation Strategies on Instagram

The study of visual self-presentation strategies on social media has captivated the attention of numerous academics and scholars, particularly those who specialise in the disciplines of sports communication and self-image branding among professional athletes. This investigation aims to examine the visual self-presentation strategies implemented by Egyptian male and female athletes on Instagram to effectively display their image to their fans and sports stakeholders. The analysis of self-presentation strategies involves the examination of the online tactics employed, the utilisation of pictures in the strategy, and a comparison of the online usage of Egyptian male and female athletes. To investigate the visual self-presentation strategy on Instagram, the study implemented mixed research methods. This involved conducting a visual content analysis of 1,000 images from 10 Instagram accounts of professional Egyptian athletes, of which five were male and five were female. The second method entailed interviews with three experts from Egypt's sports digital marketing agencies and six professional athletes, who were divided into three males and three females. The findings demonstrated the significance of Egyptian athletes' utilisation of images to effectively position themselves, contingent upon the content they post. The findings indicate that Egyptian athletes recognise the importance of their visual self-presentation, despite the apparent disparities in online utilisation between male and female athletes, which are a result of cultural issues and the predominant role of men in the Egyptian sports industry. Nevertheless, they are unable to effectively employ online strategies due to a lack of resources and knowledge. The practical implications of this study highlight the significance of athletes developing a customised online strategy that aligns with their specific online objectives and the desired image they intend to project to their fans. This strategy should be tailored to the individual athlete's current performance status and the stage of their sports career. It is imperative to strike a balance in the content shared, encompassing both on-field and off-field images, while considering the type of content that resonates most effectively with fans. Moreover, it is essential to address the unique challenges faced by female Egyptian athletes in establishing a strong online presence, considering the cultural constraints that may hinder their progress. By creating a common ground and fostering an environment that supports the growth of female athletes' online personas, a robust online presence can be achieved without compromising cultural sensitivities. Furthermore, it is crucial for Egyptian sports federations, teams, and athletes to recognise and emphasise the significance of cultivating a positive image and maintaining a strong online presence. This recognition should extend to all stakeholders involved in the sporting setting, including sponsors, media outlets, and fans. By collectively acknowledging the importance of online branding and presence, athletes can enhance their marketability, attract sponsorship opportunities, and engage with a wider fan base.