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Publication
Comunicação no desporto : a autorrepresentação das atletas portuguesas de futebol nas redes sociais
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| 14.14 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O feminismo, ao longo das suas diversas vagas, tem impulsionado transformações profundas na luta pelos direitos das mulheres, questionando estereótipos de género e desigualdades, especialmente em áreas tradicionalmente dominadas por homens, como o desporto. Com base nas teorias de autores como Anthony Giddens e Judith Butler, esta dissertação analisa a evolução das lutas feministas, culminando na quarta vaga, onde o ciberfeminismo e os novos media sociais, como o Instagram, desempenham um papel crucial na redefinição da representação das mulheres. O avanço das redes sociais, particularmente o Instagram, proporcionou às atletas femininas uma plataforma essencial para a construção de uma identidade pública autêntica, possibilitando-lhes desafiar os estereótipos e construir narrativas próprias. No contexto do futebol feminino, a investigação revelou que as publicações das atletas refletem não apenas um desejo de maior visibilidade, mas também uma preocupação estratégica com a gestão da sua imagem digital. Algumas atletas optam por uma estética mais informal e autêntica, enquanto outras adotam uma abordagem altamente curada, com o objetivo de fortalecer a sua posição pública e garantir patrocínios. A análise empírica deste estudo, centrada nas jogadoras da seleção feminina de futebol de Portugal, demonstrou que as atletas utilizam o Instagram como uma ferramenta para equilibrar o lado pessoal e profissional, respondendo à pressão dos seguidores e patrocinadores enquanto mantêm a autenticidade da sua imagem. Observou-se também que a interação com os seguidores varia conforme o tipo de publicação, sendo que momentos de lazer atraem mais comentários focados na aparência, enquanto publicações sobre o desempenho desportivo promovem apoio mais direto ao seu talento e à equipa. Estes resultados sugerem que, à medida que as atletas se adaptam ao uso estratégico das redes sociais, elas estão a contribuir para a transformação das dinâmicas de género no desporto, promovendo uma representação mais equilibrada e inclusiva.
Throughout its various waves, feminism has driven profound transformations in the fight for women's rights, questioning gender stereotypes and inequalities, especially in areas traditionally dominated by men, such as sport. Based on the theories of authors such as Anthony Giddens and Judith Butler, this dissertation analyzes the evolution of feminist struggles, culminating in the fourth wave, where cyberfeminism and new social media, such as Instagram, play a crucial role in redefining the representation of women. The rise of social media, particularly Instagram, has provided female athletes with an essential platform for building an authentic public identity, enabling them to challenge stereotypes and construct their own narratives. In the context of women's soccer, the research revealed that athletes' posts reflect not only a desire for greater visibility, but also a strategic concern with managing their digital image. Some athletes opt for a more informal and authentic aesthetic, while others adopt a highly curated approach, with the aim of strengthening their public position and securing sponsorships. The empirical analysis of this study, which focused on players from Portugal's women's national soccer team, showed that athletes use Instagram as a tool to balance their personal and professional sides, responding to pressure from followers and sponsors while maintaining the authenticity of their image. It was also observed that interaction with followers varies according to the type of post, with leisure moments attracting more comments focused on appearance, while posts about sporting performance promote more direct support for their talent and the team. These results suggest that, as athletes adapt to the strategic use of social media, they are contributing to the transformation of gender dynamics in sport, promoting a more balanced and inclusive representation.
Throughout its various waves, feminism has driven profound transformations in the fight for women's rights, questioning gender stereotypes and inequalities, especially in areas traditionally dominated by men, such as sport. Based on the theories of authors such as Anthony Giddens and Judith Butler, this dissertation analyzes the evolution of feminist struggles, culminating in the fourth wave, where cyberfeminism and new social media, such as Instagram, play a crucial role in redefining the representation of women. The rise of social media, particularly Instagram, has provided female athletes with an essential platform for building an authentic public identity, enabling them to challenge stereotypes and construct their own narratives. In the context of women's soccer, the research revealed that athletes' posts reflect not only a desire for greater visibility, but also a strategic concern with managing their digital image. Some athletes opt for a more informal and authentic aesthetic, while others adopt a highly curated approach, with the aim of strengthening their public position and securing sponsorships. The empirical analysis of this study, which focused on players from Portugal's women's national soccer team, showed that athletes use Instagram as a tool to balance their personal and professional sides, responding to pressure from followers and sponsors while maintaining the authenticity of their image. It was also observed that interaction with followers varies according to the type of post, with leisure moments attracting more comments focused on appearance, while posts about sporting performance promote more direct support for their talent and the team. These results suggest that, as athletes adapt to the strategic use of social media, they are contributing to the transformation of gender dynamics in sport, promoting a more balanced and inclusive representation.
Description
Keywords
Feminismo Ciberfeminismo Mulheres no desporto Autorrepresentação Novos media sociais Feminism Cyberfeminism Women in sport Self-representation New social media