A COMPARATIVE TEXTUAL ANALYSIS OF NIL LEGISLATION’S IMPACT ON THE INSTAGRAM POSTING HABITS OF COLLEGIATE WOMEN’S GYMNASTS

Abstract

In 2021, legislation regarding Name, Image, and Likeness (NIL) was enacted, giving American collegiate athletes the opportunity to profit from brand deals and sponsorships. Despite most NIL deals going to male athletes, female collegiate gymnasts have also begun earning deals from brands and posting about these partnerships on social media. Given the recent rise in viewership and popularity in women’s collegiate gymnastics, this study found female collegiate gymnasts present themselves differently today on social media than they did before NIL legislation was enacted. Through brand identity theory, self-presentation theory and impression management theory, gymnasts competing post-NIL legislation promote themselves and their sport on Instagram less than pre-NIL gymnasts did. Findings suggest future collegiate gymnasts should establish strong brand identities by posting professionally shot photos, sponsored posts, more carousels and videos than single photos, and using positive language, emojis and hashtags in the caption.