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Personal Sports Branding in the Digital Age: The Case of Zlatan Ibrahimovic
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The rise of digital media has caused transformations and new phenomena in different fields. In the digital age such branches as personal sports branding and nation branding has acquired new opportunities for development. The research focuses on representation of the personal sports brand of Zlatan Ibrahimovic on digital media platforms and its connection to the nation brand of Sweden. Previous research deals with existing studies on personal branding, personal sports branding in digital media, and nation branding. Theoretical framework includes appropriate concepts and perspectives that guide the analysis such as the TOPSTAR model, theory on types and specialization of personal brands, advertising, cultural branding and the nation brand of Sweden. The study combines different research techniques: quantitative content analysis and semiotics. The data is gathered from official accounts of Zlatan Ibrahimovic on social media outlets such as Facebook, Twitter, Instagram and the mobile application Zlatan Unplugged. Furthermore, the data for analysis is also received from YouTube videos concerning two campaigns: the Volvo XC70 commercial and “805 million names” awareness campaign by World Food Program. The results of the research outline main characteristics of the personal sport brand, show differences in representation of the brand depending on digital media platform and identify the leading attributes of the personal sports brand. The investigation uncovers a connection between the personal sports brand of Zlatan Ibrahimovic and the nation brand of Sweden and shows how the personal sports brand functions on the cultural level. The thesis might be interesting for both researchers and practitioners in the spheres of media and communication studies, personal sports branding and nation branding. 

Place, publisher, year, edition, pages
2015. , 110 p.
Keyword [en]
Zlatan Ibrahimovic, personal sport branding, nation branding, nation brand of Sweden, personal brand online, cultural branding, digital age, social media
National Category
Media and Communications
URN: urn:nbn:se:uu:diva-263464OAI: diva2:858009
Subject / course
Digital Media
Educational program
Master Programme in Social Sciences
Available from: 2015-10-02 Created: 2015-09-30 Last updated: 2015-10-02Bibliographically approved

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