Kiernan Gordon, Associate Professor of Sport & Recreation Management within the College of Business, wrote a chapter in a recently published book entitled, Social media in sport: Evidence-based insights, which was edited by Gashaw Abeza (Towson University) and Jimmy Sanderson (Texas Tech University). Gordon’s chapter, which appears in the edited volume’s final part that focuses on the theoretical and conceptual aspects of sport and social media research, is entitled, ‘Toward a full embrace of Goffman’s dramaturgy within self-presentation analyses’. In this solo-authored chapter, Gordon critiques previous analyses of self-presentation within social media and sport, much of which has applied the theoretical work of prominent sociologist Erving Goffman to athletes’ use of social media in innovative ways. He argues that, while social media and sport scholarly analyses have generated value from a narrow emphasis on Goffman’s early social theory, this line of research would benefit greatly from a full embrace of Goffman’s broader theoretical framework, known as ‘dramaturgy’, and proffers ways in which this can be accomplished in future social media and sport research.