Female Footballers Matter: Timeslive Coverage of South Africa’s Women’s Football Team Performance At 2023 FIFA World Cup
A summary of the research:
The article "Female Footballers Matter: TimesLIVE Coverage of South Africa’s Women’s Football Team Performance at the 2023 FIFA World Cup" analyzes how South African media portrayed the national women’s football team, Banyana Banyana, during the tournament. Through a critical discourse analysis of eleven articles published by TimesLIVE, the study examines how media representation influenced public perception and policy responses. The research finds that the coverage was largely positive, portraying the team as resilient and determined, while also exposing gender disparities in pay and treatment compared to the men’s team. This media attention contributed to increased public support and government action toward improving conditions for female footballers. However, the study also highlights that while the media played a transformative role, some coverage still reflected traditional gender biases, subtly reinforcing stereotypes.
The findings underscore the importance of media as a tool for both reinforcing and challenging societal norms in sports. The study concludes that increased media visibility helps drive institutional change, but sustaining progress requires continuous advocacy and investment. Positive framing of women’s football can push stakeholders, including sponsors and policymakers, to take the sport more seriously. However, the study calls for ongoing critical media analysis to ensure that coverage does not merely celebrate achievements but also addresses structural inequalities in the sport.
Key Takeaways
Leverage Media for Advocacy: Consistent and positive media coverage of women’s sports can influence public perception and push institutions to address inequalities, such as pay disparities.
Encourage Policy and Financial Support: The government and sports organizations should respond to media-driven awareness by increasing funding and professionalizing women’s football.
Promote Fair and Balanced Representation: Journalists should continue highlighting achievements while also addressing systemic challenges, avoiding subtle biases that reinforce traditional gender roles.
Authors: Roya Witness, Makumane Makhulu, Ngcobo Sandiso,
You can read the entire article here.
