Personal branding e autorrepresentação das futebolistas internacionais de elite no Instagram
DOI:
https://doi.org/10.26422/aucom.2027.1601.mayPalavras-chave:
Futebol femenino, Instagram, Athlete branding, personal branding, futebol femenino, comunicação desportiva digital, marketing desportivoResumo
As redes sociais transformaram profundamente a comunicação desportiva contemporânea e a construção da marca pessoal dos atletas profissionais. Neste contexto, o Instagram consolidou-se como um dos principais espaços de autorrepresentação, humanização e comercialização no desporto feminino. A investigação analisa as estratégias de personal branding desenvolvidas pelas futebolistas internacionais de elite no Instagram, com especial atenção à representação desportiva, ao lifestyle aspiracional, à humanização emocional e à integração comercial nas suas publicações digitais. O estudo adota uma abordagem quantitativa através da análise de conteúdo aplicada a um corpus de 600 publicações oficiais do Instagram pertencentes às 20 futebolistas com maior valor de mercado internacional segundo o ranking Top Market Values da Soccerdonna. A ficha metodológica operacionalizou variáveis relacionadas com representação desportiva profissional, marca pessoal, vida privada, lifestyle, representação corporal, patrocínio, empoderamento e profissionalização visual. Além disso, foram realizadas análises descritivas, inferenciais, tabelas de contingência e análises multivariadas de caráter exploratório. Os resultados evidenciam que as futebolistas constroem perfis comunicativos híbridos nos quais convergem rendimento desportivo, humanização emocional e comercialização digital. A representação desportiva continua predominante, especialmente através de ações de jogo e equipamento oficial, embora as publicações relacionadas com lifestyle, moda e marca pessoal também apresentem uma presença significativa. As publicações lifestyle mostram maiores níveis de patrocínio e profissionalização visual, enquanto os conteúdos emocionais e pessoais geram elevados níveis de interação. A investigação confirma a crescente convergência entre athlete branding, cultura influencer e comunicação desportiva digital no futebol feminino contemporâneo. O Instagram funciona como uma infraestrutura estratégica de construção identitária onde as futebolistas desenvolvem identidades híbridas associadas simultaneamente à legitimidade desportiva, à aspiracionalidade visual e à comercialização simbólica.
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