Women’s football, sexism and media representation: Contextualising the Rubiales/Hermoso kiss
A summary of the research:
The article "Women’s Football, Sexism, and Media Representation: Contextualizing the Rubiales/Hermoso Kiss" by Eleanor Crabill examines the media coverage and broader implications of the non-consensual kiss between Luis Rubiales, then-president of the Spanish Football Federation, and Spanish player Jenni Hermoso during the 2023 FIFA Women’s World Cup celebrations. The study situates this event within the historical marginalization of women’s football and ongoing issues of sexism in sports governance. It highlights how, despite the tournament being marketed as a step toward gender equality, the incident reinforced long-standing power imbalances. The global media response was largely critical of Rubiales, leading to his eventual resignation, but also exposed how institutions often dismiss or minimize gendered misconduct in sports.
The article further explores how media narratives shaped public perception, portraying the Spanish Women's National Team as resilient in the face of institutional challenges. While the scandal momentarily disrupted the positive branding of the World Cup, it also reignited discussions about gender inequality in football, leading to calls for systemic reform. The study underscores the role of media in both perpetuating and challenging sexism in sports, arguing that sustained attention is necessary to drive meaningful change beyond moments of public outrage.
Key Takeaways
The Rubiales-Hermoso incident highlighted persistent sexism in women’s football, despite the 2023 FIFA Women’s World Cup being marketed as a milestone for gender equality.
Global media coverage played a crucial role in amplifying calls for accountability, ultimately leading to Rubiales’ resignation.
While the incident reinforced awareness of systemic gender inequalities in sports, lasting change requires continued scrutiny and institutional reforms.
Author: Eleanor Crabill
You can read the entire article here.
