Are we on ‘Track’ with Women’s portrayal in Athletics? An examination of Athletics Canada’s social media posts during the Tokyo 2020/21 Summer Olympic Games

Abstract

This study enriches the narrative around understanding gender differences in sports marketing by extending the literature by presenting insight into understanding the media's portrayal of gender surrounding the sport of Athletics through a Canadian lens. This study examines how Athletic Canada (AC), Canada’s governing body for athletics, portrayed their female athletes during the 2020/21 Summer Olympic Games using netnography methodology with a critical feminist theory lens to examine the postings and communications shared on the 'AC Facebook Page'. Results indicate AC’s posts favoured more male-positioned than female-positioned. Themes revealed that in female posts, at a lower intensity of prowess caused higher rates of Symbolic Annihilation and Hyper-sexualization/Feminization themes. Desire for athlete competency was revealed by community dialogue, even when athletes underperformed. The managerial implications acknowledge opportunities for improvement in their social media presence and how the portrayal of their athletes during this time is not aligned with their organization's mission.