According to the Social Media Sexist Content database; an open-access experiment used to gauge sexist responses to a variety of social media content such as lifestyle and memes, 90 posts and 75 comments were deemed sexist. These sexist comments are prevalent in social media posts about women’s sports.
In 2023, there are an estimated 4.89 billion social media users worldwide which enables increased engagement with target markets and provides a channel to directly communicate with sports fans.
But social media’s digital culture is not always positive.
Amy Whelan is a young woman who consumes sports-related social media content. She said she is exposed daily to this sexist culture.
“It’s hard because although there has been such a shift in the culture surrounding women in sports there is still such a clear stigma online,” Ms Whelan said.
“I am worried that one day this sexism will impact my future and that’s just unfair. We are living in 2023 this shouldn’t be happening,” she said.