MEDIA AND SPORT: GENDERED COVERAGE OF FEMALE FOOTBALL STORIES IN THE GHANAIAN PRINT MEDIA

ABSTRACT

This study sought to investigate how the Ghanaian print media frame or portrays female football stories in Ghana. The study was based on the Agenda Setting, Framing and Feminist theories. The study used qualitative method for the data collection and analysis. Two sports newspapers, the Graphic Sports and the Finder Sports, were selected and content analysed for the study. The study showed that the Ghanaian print media often portrayed female footballers and coaches as mentally weak with no focus and drive; female footballers were also mostly mentioned in reference to males mostly when they were successful. These types of portrayals can perpetuate gender bias and stereotypes, undermine the true agile ability of female footballers and coaches, and give the audience the idea that male football is more important than female football. The study also showed that female football stories were often ignored, sidelined and even relegated to the background because they were seen as lesser in skills and knowledge. The study concludes that in Ghana, there is gender bias in the media representations of female football, regardless of their increased participation and string of successes. This mode of reportage sets a particular agenda for female football stories to be relegated to the background and sets back the opportunity to build an audience for female football. This will go a long way to silence female footballers, female coaches and their accomplishments altogether. The results from this study also provide a foundation for those who wish to further explore and raise awareness on framing of female football.