Mapping interactions on social media posts about women sport journalists: Is there still a glass ceiling?

Abstract

This article aimed to identify the content of interactions about female sports journalists on social media. Using a qualitative, descriptive-exploratory approach, the study analyzed the public's social response to posts by female sports journalists during the broadcasts of the first round of the 2025 FIFA Club World Cup. After collecting 55 posts that resulted in 6,015 comments, the comments were analyzed and categorized into five categories created to systematize the content of the messages, using the Nvivo software (Version 11.4.3). The analysis of the absolute percentage of posts revealed that 96.5% originated from institutional profiles, while only 3.5% came from personal profiles. In addition to the quantitative predominance, distinctions were identified regarding the discursive nature of the content: in institutional profiles, negative posts prevailed (30%), whereas in personal profiles, a predominance of positive comments was observed (51%). Overall, the highest incidence of comments occurred on institutional profiles, where the content was predominantly negative/hostile, which is related to the "online disinhibition effect." The study concluded that the content of the messages carried symbolic violence against women, demonstrating that even when occupying spaces previously denied to them, women have not yet achieved equality within sports journalism. This study, therefore, helps build debates about the participation of women in sports journalism and football.