Visibility challengs for womens athletes on social media at the Olympics Game

Abouna, Marie-Stéphanie; Palermo, Alessandra

Document type :

Autre communication scientifique (congrès sans actes - poster - séminaire...): Communication dans un congrès avec actes

Permalink :

http://hdl.handle.net/20.500.12210/118302

Title :

Visibility challengs for womens athletes on social media at the Olympics Game

Author(s) :

Abouna, Marie-Stéphanie [Auteur]
Laboratoire AGORA [AGORA - EA 7392]
Palermo, Alessandra [Auteur]
Groupe d'Études et de Recherche Interdisciplinaire en Information et COmmunication - ULR 4073 [GERIICO ]
Laboratoire AGORA [AGORA - EA 7392]
CY Cergy Paris Université [CY]

Conference title :

IACS SUMMIT 2023 Communication and Sport

Conference organizers(s) :

Universitat Autònoma de Barcelona
University of Alabama

City :

Barcelona

Country :

Espagne

Start date of the conference :

2023-03-09

English keyword(s) :

Social media
Women athletes' visibility
Olympic Games
Gender equality

English abstract : [en]

Social media has become a key platform for Olympic Games broadcasting. In 2016, a record was set with over four billion comments and 14.6 million fans on Facebook. A new record was set in Tokyo 2020 with 28 billion video ...
Show more >Social media has become a key platform for Olympic Games broadcasting. In 2016, a record was set with over four billion comments and 14.6 million fans on Facebook. A new record was set in Tokyo 2020 with 28 billion video views (139% compared to Rio 2016) on digital platforms. Their stakes are therefore no longer to be demonstrated, particularly their empowering value. This is due to the fact that the message transmitted reaches users in a simple and targeted way. The user is a supporter who feels the need to express his or her opinion, sharing images and making quick and direct comparisons with the reference community and with the athletes themselves (Filo et al. 2015).However, there are some limits to this success, including the abuses that these platforms can generate. For example, the World Athletics Study revealed abuse on social media in Tokyo, 87% of which affected female athletes. Gender equality, which is at the core of the principles of the Olympic Charter, can therefore be challenged. In particular, the issue is how these platforms do or do not reproduce recurring forms of differentiation or inequality (Balleys, 2017) or gender discrimination. Our article tries to understand the challenges that female athletes are facing on social media. Are these challenges the same as those faced by male athletes?Through a quantitative and qualitative approach, our study examines the means, strategies and tools used and measures the rates of engagement. In a comparative perspective between France and Italy, we analyse the official accounts of Italian and French athletes who participated in the Tokyo Olympic Games from 23 July to 8 August 2021, thus taking into account this period for the analysis. The Italian athletes numbered 384, including 197 men and 187 women (Comitato Olimpico Nazionale Italiano - CONI 2021), while the French numbered 387 athletes, including 212 men and 166 women (Comité National Olympique Français-CNOSF- 2021).The analysis focuses on the main social platforms used (Facebook, Twitter and Instagram) to understand whether there is an active presence (number and frequency of posts) and interaction (users, athletes, followers). It captures indices to measure the degree of participation and engagement rate (Socialbakers 2014) which generate active (like, share) and reactive (comments and their content) user behaviours. It also captures the gender categories in action by distinguishing content according to its type (photo, video, message, article, link) and the nature, effects and consequences of the events (sports and non-sports, private, positive or negative results).Beyond their use as a necessary tool to generate engagement, the research puts into perspective the challenges of social media in promoting Olympic values, including gender equality.Show less >

Language :

Anglais

Peer reviewed article :

Oui

Audience :

Internationale

Popular science :

Non

Collections :

Groupement d'Études et de Recherche Interdisciplinaire en Information et Communication (GERiiCO) - ULR 4073

Source :

Harvested from HAL

Submission date :

2024-10-31T15:00:39Z

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