Media coverage and public opinion of hosting a women’s football mega-event: the English bid for UEFA Women’s Euro 2022
A summary of the research:
The article "Media Coverage and Public Opinion of Hosting a Women’s Football Mega-Event: The English Bid for UEFA Women’s Euro 2022" analyzes the interplay between media narratives and public sentiment regarding England's hosting of the UEFA Women's Euro 2022. Through a mixed-methods study, including content analysis of news from three major English newspapers (The Guardian, The Sun, and The Times) and sentiment analysis of Twitter interactions, the authors found that coverage and public reaction were predominantly positive. The study identifies themes like enthusiasm for women’s football development, national pride, and expectations for the Lionesses' performance. However, there was criticism of the uneven regional distribution of host cities and the use of smaller stadiums, which some viewed as misaligned with the event's potential for growth.
The findings highlight the importance of media in shaping public opinion and increasing engagement in women’s football. Positive narratives surrounding the event were amplified through strategic use of social media, which fostered public support and national identity. The study emphasizes that while hosting such events can catalyze growth in women's football, addressing logistical concerns and regional inclusivity could enhance their long-term impact.
Key Takeaways
Media coverage and public sentiment around England hosting UEFA Women’s Euro 2022 were largely positive, highlighting enthusiasm for women’s football development.
Criticism focused on the uneven distribution of host cities and the selection of smaller stadiums, reflecting concerns about maximizing the event's impact.
Strategic media and social media engagement significantly boosted public support and national pride, underscoring the role of communication in mega-event success.
Authors: Jonathan Rocha de Oliveira, Maria Thereza de Oliveira Souza & André Mendes Capraro
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