#10186. Self-Representations of Women’s Sport Fandom on Instagram at the 20XX FIFA Women’s World Cup

September 2026publication date
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Communication;
Social Sciences (miscellaneous);
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Abstract:
The purpose of this study is to investigate how fans of women’s sport are using Instagram to self-represent their fandom. It uses the 20XX FIFA Women’s World Cup (WWC) as a case study to examine the ways in which fans at a women’s sport event express their fandom through images and to consider the social and political dimensions of using Instagram for promoting women’s sport. Instagram pictures containing the event-related hashtags #FIFAWWC, #LiveYourGoals, #SheBelieves, and #CanadaRed were collected over the tournament duration.
Keywords:
FIFA Women’s World Cup; Instagram; selfie; social media; sport fans

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