data suggests social media has important role to play in raising the profile of women's sports
Credit: Unsplash/CC0 Public Domain

More than 17 million viewers tuned in to see England’s historic win over Germany in the Women’s Euros 2022 last month, and 87,192 fans watched it live at Wembley Stadium.

But despite the event breaking TV and attendance records, data analysts believe social media platforms could be doing more to help raise the profile of the women’s game, as well as other female sports.

Data analysts from the University of Portsmouth and Oxford Brookes University have found the Women’s Euros 2022 final generated 371,000 tweets in total (pre, during and post-game), with 168,000 of these generated post-match up until 4pm the following day. This is significantly less than the men’s final last year, which generated 2.2m in total (pre, during and post-game), and 1.7m post-match up until 4pm the following day.

Analysis carried out last year monitoring the activity on Twitter of the hashtag #Euro2020final revealed the huge engagement surrounding England’s defeat was largely driven by the online racist abuse experienced by Bukayo Saka, Marcus Rashford and Jadon Sancho.

Dr. Nigel Williams, Reader in Project Management at University of Portsmouth, said: “The comparison of the 2021 and 2022 Euros illustrate the impact of social media on our public discourse.

“Even though this year’s outcome was a historic victory, the actions of a few in the aftermath of a 2021 loss was able to dominate the headlines to the point where the Prime Minister had to comment on it. The firestorm that emerged was irresistible to both Twitter users and traditional media who fed each other for days afterwards.

“For the specific case of women’s sport, we need to examine how we work with the nature of social media amplification to ensure that these athletes get the attention that they deserve.”

Dr. Nicole Ferdinand, Senior Lecturer in Events Management at Oxford Brookes University, added: “Perhaps the most important distinction between the two sets of data is the absence of a major social media event this year, which could become a lightning rod for retweets and reactions.

“In the case of the Euro 2020, this came in the form of the online abuse aimed at England’s Black players which was met with swift and widespread condemnation. One could perhaps argue that the victory in itself which finally ‘brought football home’ should have done this, but it did not have that resonance.”

Dr. Williams and Dr. Ferdinand believe the data has highlighted some clear differences that could potentially be studied and perhaps form the basis of a social media strategy which would generate greater levels of online interest in women’s sporting events.

They recommend a two-pronged approach of firstly, crafting “off the pitch” stories which affect Twitter users at a primal level so that they trigger reactions and retweets and secondly, deliberately courting the online attention of mainstream media who are critical actors in social media networks.

“Mainstream media involvement is often what causes an online media event to become viral and cross over to become mainstream news,” added Dr. Ferdinand.

“When this happens the number of social media users tweeting about women’s sporting events will dramatically increase which in turn will translate into the volume of social media traffic generated getting to a level which is comparable to what is generated during men’s events.” Provided by University of Portsmouth Citation: Data suggests social media has important role to play in raising the profile of women’s sports (2022, August 9) retrieved 9 August 2022 from https://phys.org/news/2022-08-social-media-important-role-profile.html This document is subject to copyright. Apart from any fair dealing for the purpose of private study or research, no part may be reproduced without the written permission. The content is provided for information purposes only.

TECH NEWS RELATED

Dramatic Satellite Images Show Power Outages After Hurricane Ian

After Hurricane Ian passed, millions of residential and business customers lost electric power and light. Several cities on the west coast of Florida lost much of their electric power for days after the storm. Hurricane Ian roared across Florida over September 28–29, 2022, as one of the most powerful ...

View more: Dramatic Satellite Images Show Power Outages After Hurricane Ian

Why You Should Use Open-Source Analysis

Photo : luis gomes Throughout the last couple of years, open-source software has become increasingly more in various apps. Whether a company is building a utility or an educational app, they probably use at least some open-source software. The truth is that open-source software has many benefits over proprietary ...

View more: Why You Should Use Open-Source Analysis

Netflix’s Knives Out sequel is coming to theaters first

Netflix is officially pulling out all the stops for its Knives Out sequel. This week, the streamer announced that Glass Onion: A Knives Out Mystery will come to theaters for a theatrical sneak preview event from November 23 – 29. It will be the first Netflix original film to ...

View more: Netflix’s Knives Out sequel is coming to theaters first

Wow, Google Really, Really Wants to Be Cooler Than Apple

So many sick burns from Google to Apple this week.

View more: Wow, Google Really, Really Wants to Be Cooler Than Apple

The mysteries of deja vu are closer than ever to being explained

After centuries of mystery, scientists may have finally discovered an explanation behind the feeling of déjà vu we as humans often experience. While sometimes believed to be supernatural by many in earlier ages, scientists now say it could be tied to how our brain recognizes scenes around us. That ...

View more: The mysteries of deja vu are closer than ever to being explained

MacBooks now called ‘laptops’ instead of ‘notebooks’ by Apple, but what’s a computer?

Over the last week, Apple is now referring to MacBooks as “laptops,” instead of “notebooks.” This new Mac branding comes at the moment the company just finished the transition to its custom chips and only sells two Intel Macs, a Mac mini and a Mac Pro. But one question ...

View more: MacBooks now called ‘laptops’ instead of ‘notebooks’ by Apple, but what’s a computer?

What is the Quality of the Products on Temu?

(Photo : Karolina Grabowska) Low prices don’t mean low quality! Temu offers high-quality goods at reasonable pricing, with most of its product listings sourced from the Nasdaq-listed PDD e-commerce procurement and fulfillment ecosystem that includes over 11 million international manufacturers. The network has some of the most notable global ...

View more: What is the Quality of the Products on Temu?

David Noyes of Solar America Discusses Solar Energy Incentives for Consumers

(Photo : Vivint Solar) “There’s no question the solar energy market in the United States is growing fast,” says David Noyes of Solar America. While California has traditionally dominated the solar industry, other states like Florida and North Carolina are making significant strides. As new states enter the solar ...

View more: David Noyes of Solar America Discusses Solar Energy Incentives for Consumers

Key Building Block for Life Likely Discovered on One of Saturn’s Moons

Gray whale numbers continue decline; NOAA fisheries will continue monitoring

Microsoft: Windows 11 22H2 causes file copy performance hit

Borderline Personality Disorder-Related Stigma Undermines Patient Care and Efforts to Reduce Suicide

Mapping Human Brain Development

Vegetarians More Likely to Be Depressed Than Meat-Eaters

MIT releases financials and endowment figures for 2022

Card Blanch’s Unique Platform Simplifies Shopping For Consumers

Psychedelic drugs: how to tell good research from bad

What other storms can teach us about looming mental health impacts of Hurricane Ian

How to Store Your Vinyl Records and Maintain Their Quality

Twitter wants you to share tweets instead of screenshotting them

OTHER TECH NEWS

Top Car News Car News