Norway’s Erling Haaland has become a social media phenomenon during the World Cup, with his skills on the field and his goofy online presence winning over fans. Haaland, who stands at 6 feet, 5 inches, has been described as a machine, scoring seven goals across four World Cup matches.

Haaland’s Online Presence

Haaland’s domineering physical appearance coupled with his quirky online persona have contributed to his massive following. Fans remark on his flowing blond mane, color-coordinated hair ties, and playful posts, such as a Snapchat-filtered selfie in which he proclaimed Shrek his ‘twin.’ The contrast between his strength and skill on the field and his softer, looser online presence has also led to him being referred to as a ‘babygirl’ and ‘pretty Norwegian princess’ by some fans.

Haaland has leaned into this virality, posting cheeky selfies on Instagram, uploading long-form vlogs on YouTube, and interacting with fans on his public Snapchat stories, often poking fun at himself. After scoring two goals to knock out Brazil, he posted a smug selfie from the locker room with the caption, ‘Well well well.’

Fans’ Reaction

Fans have been drawn to Haaland’s unique personality and skills, with many creating memes and edits of him. Some have even ‘shipped’ him with English player Jude Bellingham, his former teammate. Haaland’s fans feel like they know him on a personal level, thanks to his online presence, but he doesn’t know the nearly 60 million people who follow him on Instagram alone.

According to Jeffrey Kassing, an Arizona State University professor, Haaland’s success is evidence of how players have much more control in shaping their image now. Fans’ access to athletes contributes to a parasocial relationship, defined by one-way knowing, said Gayle Stever, a professor at Empire State University.

Original reporting: Texarkana Gazette — read the source article.