The media plays a major role in relation to women’s football and women’s sport as a whole. In fact the media is most probably the main culprit behind the small amount of interest generated in women sports. In as early as the 1980’s is was included in a federal report which presented a set of figures which demonstrated that the media is almost solely concerned with men’s sport. Another form of media, a survey in 1980 revealed that only two percent of reportage was devoted to women in sport, this figure however decreased in 1984 to just 1.3 percent. In terms of photographic articles, photographs of males in sport were thirteen times as much as of females in sport. A large majority of individuals have the opinion that women shouldn’t play football as they aren’t suitable or well equipped. This was promoted by the F.A’s quote in 1921 when they banned women’s football, “the game of football is quite unsuitable for females and ought not to be encouraged”. This is mainly due to the media’s portrayal of the women’s game. The media’s technique gives more attention to the males sport, it also can create stereotypical views, such as all female shot putters are lesbians. It can affect the way in which female sport players are perceived. This kind of stereotype directly affects the opinion of women’s football. Moreover, “television both shapes and reflects the attitudes of our society” (Messner, M.A. et al). Furthermore it reveals something in terms of women’s status in our society. According to Archer and MacDonald, sport is seen as “traditionally a masculine preserve”. Only a few sports are seen as more ‘feminine’ sports such as gymnastics and therefore are more accepted by society than sports such as rugby and football which are seen as more ‘masculine’ sports. Women are often seen as lesbians if they play a more masculine sport. Hargreaves (2000) quoted that “because the muscularity and power invested in female sporting bodies inverts the myth of gender by rendering women apparently less ‘feminine’ and more ‘masculine’ sportswomen have feared being labelled as lesbians.” Hargreaves continues to point out that “lesbians themselves face discrimination and barriers in sport, which many have bravely contested.” The media can also refer to the stereotype that women should act as a wife and spend their time in the house, and not working. Moreover, in 1988 Chris Evert announced her retirement from sport. This event was seen as so significant that Evert appeared on the cover of Sport Illustrated, something which is rare to a sportswoman. However rather than focussing on her successful career, the magazine framed her retirement with the caption, ‘I’m going to be a full time wife.’ The main point acceptance of women’s sport will only occur when women’s physicality is associated with traditional, stereotypical beliefs regarding the female’s body and its ‘proper’ use-in graceful and aesthetically pleasing ways (Greendorfer, 1990). Moreover, women in sports such as gymnastics and figure skating, which are seen as more ‘feminine’, have greater social acceptance and media coverage. ‘If sport is not seen as a feminine pastime, football is even less so. As we are often told, it is a man’s game. (Gadgil, A., 2003). This opinion is held by many and is certainly created by media’s portrayal of women footballers. The media can also however have a beneficial influence on the perception of women footballer, for instance, the creation of role models.
There is a distinct lack of role models in the women’s game in the UK; however this is different in America. After the Women’s World Cup in 1999 which was set in America, a majority of players in the U.S squad were made households names, made appearances in advertisements and also received sponsorship. A role model is a very important tool in order to attract young females to football. It is a person who is regarded by others as a good example to follow (Collins dictionary 2003). The English equivalent to women’s football hasn’t created many female role models on the pitch; however, it has seen certain females in a position of authority within football. One early example of women in positions of authority in the male’s game was Annie Bassett, who became the first senior female Marketing Executive of a professional football club in 1987. Using my previous knowledge there are only a couple of females which come to mind when I think of role models in connection with football. Firstly Kelly Smith, who is currently playing football for England and a team in the U.S, she was the first English female to be transferred to America. The second person who comes to mind is Karren Brady, the first female managing director at a professional club. Sepp Blatter could be correct with his prediction that ‘the future is feminine’ however there is still a great deal of development needed in the women’s game. Females are starting to appear more and more in the male game, however there isn’t enough publicity given to them, therefore it is difficult to find a role model. Most of the better known females which could be classed as role models are involved more with men’s football rather than women’s football, for instance, Wendy Tom’s the first female football assistant referee in England.
The fact that football is so popular worldwide confuses the fact that women’s football isn’t as popular as the male’s equivalent. I have already discussed possible reasons why women’s football isn’t seen in a good light by many individuals, both females and males. Obviously individuals in connection with the women’s game want to improve interest, attendance and enthusiasm for the sport, however without using certain decision making techniques and problem solving skills, they may struggle to improve this. I am going to continue to firstly introduce some problem solving tools, and then will go on to try and suggest certain improvements which could be made to the women’s game. As I have already addressed some problems which I am faced with in relation to this issue, I am going to further investigate into problem solving.
G. Brown and M. Atkins (1988) devised a problem solving technique which involved four stages. Stage one involves identifying and stating the problem, dissecting it and exploring it. The problem that I am addressing is related to why women’s football isn’t as popular as the men game. I have identified possible reasons behind this in my essay, including the media’s influence, the lack of role models, and the bad publicity which female athletes or players receive. The second stage requires me to use previous knowledge of problem and relate it to similar problems. Thirdly I need to devise an approach to try and solve the problem. Finally I need to evaluate my approach. There are many approaches to help to solve a problem. Brainstorming is a good method which usually involves setting a question then in a group deciding on many possible answers. These answers are usually written down without judgement and accuracy. However once enough answers have been brainstormed, they need to be evaluated to see exactly how accurate they may be. For all problem solvers there is a process to follow. Moreover in conjunction with G. Brown and M.Atkins theory, there needs to be certain stages. The problem needs to be firstly recognised, and then defined. Before the problem is analysed there is a need for some decision making, for instance, the desired situation and objective need to be clear. Once this is completed, the problem needs to be analysed, and furthermore possible solutions need to be suggested. Once this has been completed the solution needs to be assessed and evaluated.
I have decided to use a much clearer way to analyse the problem, moreover the SWOT analysis. SWOT is an acronym for strengths, weaknesses, opportunities and threats. It focuses on both the internal and external conditions of a problem. Usually uses in terms of business however on this occasion I could constructively use it to analyse the problem which I am to solve.
The strengths of the women’s game are limited and relatively unknown as the sport isn’t publicised very much. However there are obvious ones, such as the fact that women’s football has an extensive background, although the sport is just over a century old it has developed greatly. The game has received some praise amidst the criticisms, such as Sepp Blatters quote, “the future is feminine.” Although this could be classed as an opportunity, this is also a strength as the game has obviously set a good standard and furthermore has set its sights on a prosperous future. There is also the strength that more and more females are making an appearance in the male’s game therefore proving that females are just as equipped as males.
Unfortunately there are a number of weaknesses in the female’s game. These can be both to with the individual players or as the sport as a whole, moreover I have talked about the physiological differences between males and women which state the fact that women aren’t as equipped to play football. There is also the fact that the media portrays football to be masculine dominated and as an ‘un-ladylike’ sport. The size of the governing bodies which deal with women’s football are also considerably smaller than the male’s equivalent. There are many weaknesses, mostly due to the media’s bad publicity of the sport; however there are potential opportunities within the sport.
The F.A has set an ambitious target for the England women’s team to win the 2007 World Cup. This signifies the growing confidence in a sport which is constantly growing in popularity. In terms of opportunities, the game has many unvisited paths which they could pursue, such as advertising, larger sponsorship deals. There is also the opportunity to televise more women’s matches, for instance in the 2001/2002 season the first women’s FA Cup Final was televised live. This portrays the great strides which the sport has taken in terms of development. As I covered in the essay earlier, it seems that individuals involved with women’s sport have seen certain opportunities and have accomplished them over the years; however there are still many opportunities available to the sport as a whole.
Again, with every positive there is a negative, in this case there are threats which could affect the opportunities available. For instance, in economic terms, there is money available to women’s football, however it may be seen as a risk as the game isn’t popular enough to inject as much money into it as the men’s game. There is also the threat to the English game from America, as the game over there receives more money and is far more glamorised. Therefore the competition from their American rivals has increased and in Kelly Smiths case, American clubs are signing some of England’s better players.
I think in order to improve interest, participation and spectators in women’s football, there is a need to concentrate on one means. I feel the most influential tool as the governing bodies’ disposal would be the media. I have previously discussed the media and the way, in which it demeans the women’s game, however I will continue to suggest ways in which it could be used in a beneficial way. Ultimately televised sport and news reports should provide more coverage of existing women’s sports. The female game shouldn’t be treated differently to the men’s game; moreover male officials in the women’s game are very strict when it comes to physical contact. There should be fines and bans available to individuals who uses derogatory or sexist language towards the women’s game. Also sportswomen shouldn’t be referred to as ‘girls’ just as sportsmen aren’t referred to as ‘boys.’ Television networks should commit themselves to more equal amounts of coverage of women’s football, especially during regular season. The amount of resources and technical and production quality as well as equipment should be equivalent to the coverage of the men’s game.
Avoiding the issue of the media for the moment, the women’s game should evolve from its current amateur status to a professional league. The profile of women’s football in America has been raised over recent years and there are positive signs which could encourage the English to adopt the same policies. Talking to American sponsors, marketing and media is another option for the F.A, as they need to explore different ways in which they can introduce a professional status, without the prospect of failure. Top football managers in England and even some players have remarked that women have no place in the game as players or even as spectators. But attitudes are changing and with more exposure and sponsorship for the women’s game, progress will be made. Major changes are being made both at elitist level and grass root levels of the game. Ultimately, one of the major advantages available to the F.A, is the tremendous marketability of football at present, therefore all the governing body has to do for the women’s game is to improve coverage and exposure to it, therefore in the future the game may be able to compete, both in terms of economic status and the interest generated, with the male’s football.