Making it in a Man’s World

Online content provides valuable insights into patterns and trends that shape contemporary gender issues. This qualitative content analysis examines the portrayal of Olympic women athletes on Instagram, contributing to the literature on self-representation in social media. The study explores how Instagram perpetuates and challenges traditional gender norms and societal perceptions of women athletes, emphasizing its role in shaping public discourse. By focusing on women athletes' self-representation, the research illuminates broader societal trends regarding gender and media representation, contributing to discussions about gender equality in sports and the portrayal of women in the media. The study analysed 25 posts from each of five top women Olympic athletes' Instagram accounts to explore variations in self-objectification, self-sexualization, empowerment, and strength. Visual content analysis identified recurring themes and patterns, offering insights into how women athletes present themselves online. Many posts emphasize nurturing connections, highlighting athletes' roles beyond sports by sharing moments with family, friends, and teammates. Athletes also showcase their style and fashion in an empowering manner, asserting individuality and confidence, while wholesome settings depict engagement in healthy lifestyles, training, and promoting well-being. However, alongside these positive themes, objectification and self-sexualization are evident, possibly influenced by societal expectations and personal choices, illustrating the dual pressures female athletes face in managing public personas. While many posts emphasize strength, empowerment, and a commitment to healthy living, self-sexualization remains significant. This duality in representation highlights the complexity of women athletes' public personas on social media. They use their platforms to showcase athletic prowess, dedication, and achievements while navigating societal pressures towards self-sexualization and objectification. Ultimately, women athletes' self-representation on Instagram represents an ongoing negotiation between empowerment and objectification, balancing messages of strength, empowerment, and healthy lifestyles with societal norms promoting self-sexualization. This study provides insights into the gender dynamics of digital interactions, emphasizing the need for future research with larger, diverse samples and longitudinal studies to capture the evolving nature of online self-representation over time.