![]() This research shows that Denise uses trash-talking as her personal brand. ![]() The method in this study uses qualitative discourse analysis. This study focuses on the case of their enmity by examining specifically the application of Denise’s Digital Personal Branding as her strategic self-marketing. Denise always uses her trashy words to humiliate and mock Uya Kuya’s family, who were well-known as top Indonesian celebrities. As a newcomer in the entertainment industry, Denise was bravely against Uya Kuya by herself. It is because Uya Kuya's image was already known as the king of pranks. Most of the netizens suppose that this case is merely a part of the setting. This dispute certainly makes a question about what was being happened. The conflict between Denise Chariesta and Uya Kuya has become a byword for Indonesian netizens. Our findings highlight the ways in which competitors in physical sporting contests attempt to use language-often in ways that focus on players’ kin or reproductive interests-in pursuit of victory while establishing a baseline for future research into trash-talking. We also examined whether the anonymity provided by face-masked helmets in “combat sports” was associated with more trash talk than contact sports played without a helmet (e.g., wrestling) and found no consistent association with face masks. Our three main findings are: (1) Trash-talking is most commonly about the proximately important topic of playing ability while ultimately relevant topics such as physical appearance also appear to be common (2) Men appear to trash-talk significantly more than women, and consistently across topics and (3) contact sports such as football, hockey, lacrosse, and wrestling are associated with trash talk significantly more than other sports. Based on a preliminary review of trash-talk topics among student-athletes, we asked participants to indicate the frequency with which they have communicated or heard others talk about opposing players’ athleticism, playing ability, physical appearance, boyfriends, girlfriends, sexual behavior, parents, and home institution during competitions. To contribute an empirical basis for examining the nature of “trash talk,” we present the results of a study of 291 varsity athletes who compete in the top division among US universities. Among the extra-physical aspects of team sports, the ways in which players talk to each other are among the more colorful but understudied dimensions of competition.
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