Kreowanie wizerunku medialnego sportowca w mediach społecznościowych. Analiza porównawcza profili Stephena Curry’ego i Lebrona Jamesa na Instagramie
Creating a media image of an athlete in social media. Comparative analysis of the profiles of Stephen Curry and Lebron James on Instagram

Summary/Abstract: The aim of the study was to assess the image created by athletes in social media on the example of Stephen Curry and Lebron James.The article uses the method of media analysis and the deductive method. The article begins with theoretical issues that are the basis for the analysis of the studied issue. The concepts of image, media image and personal brand were defined. The silhouettes and basketball careers of Stephen Curry and Lebron James were characterized. In order to assess the image created by athletes, a comparative analysis of Curry and James profiles on Instagram was used. The frequency of shared content and its types have been established. Then, the effectiveness of the activities carried out by both basketball players on the social networking site was assessed.The most important conclusion was that the content shared by the players positively affects their image. In the course of the research, it was established that Lebron James is an athlete who is more effective in building engagement with users of the social networking site Instagram.

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