The Tweet Life of Erin and Kirk: A Gendered Analysis of Professional Sports Broadcasters’ Self-Presentation on Twitter

Social media have been embraced by the sports world at an extraordinary pace and, as such, have become a viable avenue for sports broadcasters to redefine their roles as celebrities. However, given the differences in the ways females and males are utilized in sports broadcasts, it is plausible that differences also exist in how they present themselves. This study employed content analyses, guided by Goffman’s (1959) seminal theory of self-presentation to compare Erin Andrews and Kirk Herbstreit’s tweets during the 2012–2013 college football season. Findings indicate that both broadcasters’ self-presentation fell along traditional gender lines, as Andrews primarily discussed personal items, whereas Herbstreit largely provided sports-related commentary and analysis. The results suggest that although Twitter provides an avenue for female sports broadcasters to break down gender barriers, it currently serves to reify their subordinate sports-media roles.