A Hole in One (Hundred Forty Characters): A Case Study Examining PGA Tour Golfers’ Twitter Use During the Masters

A Hole in One (Hundred Forty Characters): A Case Study Examining PGA Tour Golfers’ Twitter Use During the Masters

  • Case
Abstract

This case study explored how professional golfers participating in the Masters tournament used Twitter during the week of the event. Basing the research in self-presentation theory, the author conducted a content analysis of 895 tweets by 39 golfers. The results suggest that athletes are using Twitter to give fans both a front-stage and a backstage glimpse into their lives, with engaging with fans (front stage) being the most prominent. By balancing between front stage and backstage, the athletes are able to give fans a more intimate view of their life, while also maintaining a public persona that can please sponsors. Limitations and directions for future research are also discussed.

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