A Social Media Analysis of the Gendered Representations of Female and Male Athletes During the 2018 Commonwealth Games

Abstract

Contemporary sport culture is characterized as highly masculinized, where female athletes are continually marginalized in traditional media. Despite evidence suggesting that media representation of athletes has a meaningful impact on social outcomes and participation rates of women and girls, little is known about gendered representations of athletes on social media and in the context of mega-sporting events. This paper examines the gendered representations of athletes on Twitter during the 2018 Commonwealth Games using framing theory. A total of 133,338 tweets were analyzed using sentiment and word-frequency analyses. Results indicate gender differences concerning athlete representation on Twitter, albeit marginal. In particular, the findings reveal that seemingly neutral words (e.g., “dedicated,” “talented,” and “hard working”) could carry gendered connotations. Recommendations are provided to guide stakeholders to advance a more inclusive sport culture through the strategic use of social media during mega-sporting events.

Exploiting Sociocultural Issues in Election Campaign Discourse: The Case of Nyans in Sweden

“…This is because the roles in which ethnic minorities have been depicted in media have tended to be restricted and stereotypical, constructing a narrow and generalized version of the lives and identities of such populations [71]. Some scholars argue that social media provides women with a platform to challenge their marginalization and stereotypical portrayal in mainstream print and broadcast media [72]. Social media also allows minorities to express themselves politically and to actively engage in political discussions [73].…”