Self-Branding of Women Olympic Athletes on Instagram: An Analysis of Post-Feminism and the Socio-Political Context of Türkiye.

This article examines how Turkish women Olympic athletes construct their self-branding on Instagram within the framework of postfeminist agendas and Türkiye’s socio-political context, conceptualizing the discourse of the "Strong Turkish Woman." Using reflexive thematic analysis of 2,223 Instagram posts from 47 athletes at the 2020 Tokyo Olympics, the study identifies three main themes: celebrating national values, embracing athletic femininity, and serving as role models. The athletes blend narratives of individual empowerment with collective national pride, secular modernity, and religious faith, reflecting Türkiye’s unique intersection of secularism, conservatism, and cultural memory. Their digital self-presentations challenge traditional gender norms while aligning with local socio-political expectations, illustrating a hybrid form of empowerment that integrates athletic achievement, cultural identity, and spiritual expression. The research contributes to understanding women athletes’ branding in non-Western contexts and highlights Instagram as a platform for negotiating multidimensional identities amid Türkiye’s evolving gender and political landscape.