Comunicação no desporto

: a autorrepresentação das atletas portuguesas de futebol nas redes sociais

Abstract

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.

Date of Award	21 Mar 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)