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Description
Sports makeup has become a trend in media culture. Many researchers indicated that sportswomen who chosen to wear make-up on the field have been viewed as a way to perform societal gender expectation (Bruce, 2016; Daniels, 2012; Jones & Greer, 2011; Krane, 2001). Moreover, the function of hashtags in sports social media has been connected with social expectations as well as keyword trends. The purpose of this study was to discover the trend of sports makeup in social media as well as to portray the representation of image in sportswomen in the use of hashtags. A qualitative content analysis was conducted in the study. Such hashtags as #sportsmakeup, #sportmakeup, #makeupsport, and #sportscosmetics were used, and a total of 7500+ posts were collected on Instagram (IG). Three major trends were emerged: 1) the idea of “makeup/cosmetics” as a symbolic representation of women while the term of “sport/sports” was seem to be functioned as adjective to provide more detail about women; 2) most of posts were related to new social media marketing as influencer marketing to advertise the cosmetics and care products in daily sports life; and 3) the sports characteristics, such as “sporty”, “fitness”, “muscle”, and “fitty”, were created instead of using “beauty”, “healthy”, “cutie” and “pretty” in the sports media culture. Therefore, sports makeup through hashtags on IG has played not only as a marketing tool linking to daily matter of living but also as a creation of new formulation of gender expectation in pop culture.
