Individuals, Representatives, and Racers: Instagram Images of F1 and F1 Esports Series Drivers

This analysis examines the Instagram presence of F1 and F1 Esports drivers to discern differences in their public image construction and the underlying industry dynamics. The central thesis posits that F1 drivers benefit from significantly greater resources, leading to a more diverse, high-quality, and celebrity-oriented public image, while F1 Esports drivers are largely constrained by limited investment, resulting in a narrower, professionally focused portrayal.

Key findings reveal substantial disparities across several metrics. F1 drivers demonstrate significantly higher social media engagement, content volume, and production quality, often blurring the lines between individual and team branding. Their Instagram content showcases a versatile "performer" persona, extending beyond their professional role to include celebrity aspects and strong ties to teams and sponsors. This is supported by vastly superior financial compensation, exemplified by Lewis Hamilton's $40M salary compared to top esports drivers' $93.7K prize money.

Conversely, F1 Esports drivers exhibit lower content volume, production value, and versatility in their Instagram personas. Their public image is predominantly professional, centered on gaming skills, with less team involvement in content creation and fewer resources. Their stardom remains largely within the gaming community, indicating that stakeholders primarily view esports as a brand image tool rather than a necessity warranting substantial investment. The study suggests an inadequate synergy between the F1 franchise and sim racing, potentially posing future challenges for F1 Esports' accessibility if it aligns too closely with traditional sports without commensurate resource allocation. The scope of the analysis involved a selection of six drivers (three F1, three F1 Esports) based on championship status, nationality, and team affiliation, focusing on their Instagram presence.