We Did It: A Content Analysis of Australian and New Zealand Online News Media Coverage of the Bid Process for the 2023 FIFA Women’s World Cup
A summary of the research:
The article "We Did It: A Content Analysis of Australian and New Zealand Online News Media Coverage of the Bid Process for the 2023 FIFA Women’s World Cup" critically examines how media in these countries framed their successful bid to host the 2023 Women’s World Cup. The analysis focuses on 77 online news articles, identifying three main themes: opportunities for women and girls in sports, the event’s legacy, and commercial benefits. Media coverage was predominantly celebratory and aligned with the bid committee’s narrative, often highlighting empowerment and equality without critically engaging with the challenges or specific strategies to achieve these outcomes. The authors argue that this superficial approach reflects a postfeminist neoliberal discourse that emphasizes individual empowerment while neglecting structural barriers to gender equality in sports.
The study critiques the lack of meaningful analysis in the media, noting that only 2.5% of articles questioned the bid’s promises or initiatives. While the hosting was framed as a milestone for women’s sports, the authors emphasize that media narratives often ignored systemic issues that marginalize women in sports. The research highlights the need for greater accountability and critical reporting to ensure that such events deliver tangible and lasting benefits for women’s football and society at large.
Key Takeaways
Media coverage of the 2023 FIFA Women’s World Cup bid focused on empowerment and equality but largely failed to address structural challenges in women’s sports.
Only a small fraction (2.5%) of articles critically examined the bid’s promises, leaving important questions about legacy and impact unanswered.
The study highlights the influence of postfeminist neoliberal narratives, which celebrate individual success while overlooking systemic barriers to progress.
Authors: Eleanor Crabill, Callie Maddox, and Adam Beissel
You can read the whole article here.
