The soft power of Arab women’s football: changing perceptions and building legitimacy through social media
A summary of the article:
The article "The Soft Power of Arab Women’s Football: Changing Perceptions and Building Legitimacy Through Social Media" explores how social media is used as a tool to enhance the visibility and legitimacy of women’s football in the Arabian Gulf. Focusing on Instagram activities from women’s football committees (WFCs) in Bahrain, Kuwait, and the United Arab Emirates, the study highlights how these committees use social media to challenge stereotypes about women in sports and build credibility locally and internationally. By associating with international campaigns, showcasing technical skills, and engaging with local communities, these WFCs employ soft power strategies to shift public perception and promote gender equality in football. The study emphasizes that these efforts aim not only to increase participation but also to align women’s football with broader global sporting standards.
Through analysis of over 600 social media posts, the article identifies four mechanisms through which these WFCs enhance soft power: community engagement, technical displays, formal ties with international organizations like FIFA, and participation in global social movements. The findings suggest that social media is a vital platform for promoting women’s football in a region where traditional media coverage is limited. The article concludes that these soft power strategies are gradually breaking down barriers and improving the acceptance of women's football across the Gulf.
Key Takeaways:
Social media as a tool for soft power: Instagram is used by WFCs to challenge stereotypes and promote the legitimacy of women’s football locally and internationally.
Community engagement: The WFCs emphasize local involvement and youth participation to increase interest in football, showcasing it as a legitimate career for women.
Formal ties and global campaigns: By connecting with international organizations and social movements, WFCs strengthen their visibility and credibility within the global sports community.
Authors: Hussa K. AlKhalifa & Anna Farello
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