Marta versus Neymar: the “war of the sexes” at the 2016 Olympic games in the narratives of sports journalism in Brazil
A summary of research:
This study analyzes the media coverage of Brazil’s men’s and women’s national football teams during the 2016 Olympic Games, focusing on how gendered narratives shaped public perception. By examining articles from Brazil’s two largest newspapers, O Globo and Folha de São Paulo, researchers found that coverage framed the tournament as a symbolic "war of the sexes" between Neymar, the men’s team captain, and Marta, the women’s team star. While Marta was celebrated for her leadership and skill, the comparison often served to criticize Neymar, reinforcing the idea that women’s football is only valued when used as a point of contrast to men’s performances. Additionally, the study highlights how the success of the women’s team momentarily disrupted traditional media hierarchies but was ultimately overshadowed when the men’s team won gold.
The study also situates this media portrayal within broader social and political contexts, particularly the rise of right-wing extremism in Brazil and the appropriation of football symbols by conservative groups. It argues that women’s football, and Marta specifically, became a vehicle for resistance against this backdrop, symbolizing an alternative vision of Brazilian identity. However, the research also critiques how media narratives reinforced existing gender inequalities, often reducing Marta’s legacy to a comparative tool rather than recognizing women’s football on its own terms.
Key Takeaways:
Promote Women’s Football as Its Own Entity – Instead of using women’s success as a counterpoint to men’s underperformance, media and club administrators should focus on elevating the women’s game based on its own merits.
Ensure Equal Media Representation – Since women’s football only received major attention during the Olympics, clubs and federations should actively push for consistent coverage throughout the year, ensuring that players like Marta are recognized beyond comparison with male counterparts.
Leverage Social Media to Challenge Biases – As traditional media narratives often reinforce gender disparities, clubs and players should use digital platforms to shape their own stories, increasing visibility and engagement with fans in ways that highlight the women’s game independently of men’s football.
Authors: Ronaldo George Helal and Leda Maria da Costa
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