The Not-So-Silent Threat: Eradicating Online Abuse in Women's Sports
From breaking weekly attendance records at the PWHL (Professional Women’s Hockey League) to the monumental viewership of the FIFA World Cup 2023, the surge in women's sports is undeniable. International momentum is building, with projections indicating further growth. The average share of sports media coverage for women’s sports across broadcasts, streaming, social media, and digital publications has risen to 15% for 2022, and share of coverage should be close to 20% by 2025.
While traditional media coverage of women's sports is on the rise, it:
is still way behind coverage of men’s sports
remains inconsistent
often marred by objectification and stereotypes
According to a 2023 report in Forbes, “A lack of consistent coverage [of women’s sport] has continued to place a strong emphasis on individual players, teams, and leagues being able to generate organic interest and increased fandom.” Translation: For women’s sports, social media is still a crucial platform for fostering fandom and engagement. Yet, this digital landscape is fraught with peril, with alarming rates of online abuse targeting women athletes.
2024 Research
Recent research from Australia highlights the stark reality faced by elite sportswomen online, with a staggering 9 out of 10 experiencing gendered abuse. Such harassment not only undermines their mental well-being but also poses significant barriers to their success and future as role models. While this data is about Australia, Areto has seen similar trends across the US, Canada, New Zealand, Europe and the UK.
Beyond Individual Impact
“The impact of online abuse can be so detrimental to an athlete’s mental health that it can stop them from speaking and from becoming a future role model for the next generation of athletes.”
The consequences of online abuse extend far beyond the individual athlete, impacting team performance, fan engagement, and the overall product on the pitch. When athletes are silenced or disengaged due to abuse, the entire sports ecosystem suffers.
To safeguard the integrity and growth of women's sports, stakeholders must take decisive action against online abuse. Comprehensive strategies are needed to advance understanding, improve reporting mechanisms, develop support systems, and foster a culture of safety and empowerment.
While the legislative efforts to address online harms, including the Canadian Online Harms Bill, the Digital Services Act in Europe, the Online Safety Bill in the UK, and the Online Safety Act in Australia, are a great start, there is growing recognition of the urgent need to protect individuals, particularly women athletes, from online abuse.
Addressing Online Harm in Australian Women's Sport Report offers recommendation for action
“Online harm is a serious workplace issue with significant impacts on athlete wellbeing, safety, performance and economic opportunities”
Advance Understanding: This involves building a comprehensive organizational strategy, educating individuals about various forms of online harm, and testing different methods to respond to it.
Improve Reporting: This focuses on creating safe and accessible reporting mechanisms, offering alternative reporting channels, and ensuring accountability throughout the reporting process.
Develop Supports: This aims to provide equal access to resources and support for all athletes, establish culturally sensitive and athlete-centered support systems, and foster knowledge sharing through communities of practice.
Foster Safety: This emphasizes building trust with athletes to encourage open communication and disclosure, involving them in creating and sharing social media content, and actively engaging them in the reporting process and its outcomes.
In conclusion, as women's sports continue to rise, it is imperative that we confront the scourge of online abuse head-on. By prioritizing the well-being and safety of athletes, we can ensure that women's sports reach their full potential, both on and off the field. Tackling online abuse not only safeguards the integrity and growth of women's sports but also protects the substantial financial investments across all segments of sports, marketing and media, ensuring that the momentum of growth remains uninterrupted and sustainable, as growth cannot be achieved without prioritizing the well-being and safety of the players.
Areto's content moderation software can serve as a vital tool in the fight against online abuse in sports, helping organizations create safer and more supportive digital spaces for athletes, staff, and fans alike.
By leveraging Areto's technology, sports organizations can effectively implement the recommendations for advancing understanding, improving reporting mechanisms, developing support systems, and fostering safety outlined in the previous section.
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