The Blog is Serving Its Purpose: Self-Presentation Strategies on 38pitches.com.

This research explored Boston Red Sox pitcher Curt Schilling’s self-presentation strategies that he displayed on his blog -38pitches.com, in response to sports broadcasters’ and journalists’ portrayal of him during 2 events that made national sports headlines. A thematic analysis was conducted using constant comparative methodology of Schilling’s blog entries that he authored in response to these events. Three self-presentation strategies emerged from data analysis: (a) critic, (b) committed individual, and (c) accountable person. Using Hermans, Kempen, and Van Loon’s (1992) dialogical self theory, the study revealed that Schilling fluidly moved between multiple positions when self-presenting to combat media framing. Additionally, the findings suggests that blogs and other information and communication technologies (ICT) are valuable tools that professional athletes and other celebrities can employ to counter perceived negative media framing of their personae.