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.
A Hole in One (Hundred Forty Characters): A Case Study Examining PGA Tour Golfers’ Twitter Use During the Masters
- Publisher:Human Kinetics, Inc.
- Publication year:2014
- Online pub date:
- Discipline: Public Relations (Business), Sports Management
- Length:8,222 words
Region:GlobalOrganization:PGA TourOrganization Size:Originally Published In:2014). A hole in one (hundred forty characters): A case study examining PGA Tour Golfers’ Twitter use during the Masters. International Journal of Sport Communication, 7( 2), 245– 260.(Type:Online ISBN:9781526437723Copyright: © 2014 Human Kinetics, Inc.