El papel de los medios digitales en la construcción de la marca personal de los futbolistas.

Abstract

Currently, digital media have revolutionized the way in which public figures manage their image, and in this sense, footballers stand out as prominent examples; Therefore, this essay addresses the problem posed by the following research question: How do digital media impact the construction of the personal brand of footballers and the public perception of their image? This with the aim of analyzing how footballers use digital strategies to strengthen their positioning, taking advantage of the immediacy and convergence of these platforms. The research follows a qualitative and descriptive approach, based on bibliographic review and non-participant observation; Subsequently, it is concluded that digital media are not only key tools to build a solid personal brand, but also to redefine the rules of interaction and communication in the sports field, and that strategic management of these platforms can empower athletes, although it requires balance between public exposure and privacy.