El rol de los medios de comunicación en la formación de la marca personal de los deportistas.

Abstract

This essay examines the crucial role of media in shaping athletes' personal brands, focusing on the digital transformation that has revolutionized communication strategies. Its main objective is to assess how these strategies influence the professional development of athletes. It analyzes the changes in communication practices and tactics, highlighting the differences from traditional methods. Furthermore, it identifies the fundamental aspects that contribute to building a strong personal brand, such as authenticity and audience connection. The essay also details the media context in Ecuador, exploring its impact on the creation of sports personal brands. The conclusions emphasize the unique power of digital media to generate immediate and significant impacts, allowing athletes to express their personalities and humanize their images. This newfound freedom enables them to grow and enhance the value of their personal brands in a competitive environment.