AFLW and the gender gap: an analysis of public attitudes towards the Women’s Australian Football League
Objective The introduction of the Women’s Australian Football League (AFLW) has highlighted the inequality faced by women football players (e.g., season length), with the consumerism and fanbase of the women’s AFL lacking comparatively with the men’s league. The paucity of research into the AFLW and...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2024-12-01
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| Series: | Australian Journal of Psychology |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/00049530.2024.2315949 |
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| _version_ | 1846136384311525376 |
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| author | Mackenzie Rose Glazbrook Stephanie Newton Webb |
| author_facet | Mackenzie Rose Glazbrook Stephanie Newton Webb |
| author_sort | Mackenzie Rose Glazbrook |
| collection | DOAJ |
| description | Objective The introduction of the Women’s Australian Football League (AFLW) has highlighted the inequality faced by women football players (e.g., season length), with the consumerism and fanbase of the women’s AFL lacking comparatively with the men’s league. The paucity of research into the AFLW and attitudes towards women’s sport, limits our understanding of the predictors of these attitudes. Therefore, the primary aim of this study was to investigate the factors that may influence the development of attitudes towards the AFLW.Method Data were collected from a community sample (N = 171), to evaluate attitudes towards both AFLW consumerism, and the endorsement of gender equality within the AFL.Results Results revealed that basic demographic factors were influential in attitude development (i.e., age, gender), however the most prominent predictor of attitudes towards the AFLW was gender role ideology, suggesting that beliefs about gender roles may influence anti-AFLW attitudes.Conclusions The findings reflect an ongoing perception of sport as a masculine space, and as such, a need to adjust marketing approaches to frame the AFLW in a manner that encourages consumer behaviour. Future research directions are discussed. |
| format | Article |
| id | doaj-art-4bfc1bc9adce40e18fa824364acf749f |
| institution | Kabale University |
| issn | 0004-9530 1742-9536 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Australian Journal of Psychology |
| spelling | doaj-art-4bfc1bc9adce40e18fa824364acf749f2024-12-09T05:33:26ZengTaylor & Francis GroupAustralian Journal of Psychology0004-95301742-95362024-12-0176110.1080/00049530.2024.2315949AFLW and the gender gap: an analysis of public attitudes towards the Women’s Australian Football LeagueMackenzie Rose Glazbrook0Stephanie Newton Webb1Justice and Society, University of South Australia, Adelaide, AustraliaJustice and Society, University of South Australia, Adelaide, AustraliaObjective The introduction of the Women’s Australian Football League (AFLW) has highlighted the inequality faced by women football players (e.g., season length), with the consumerism and fanbase of the women’s AFL lacking comparatively with the men’s league. The paucity of research into the AFLW and attitudes towards women’s sport, limits our understanding of the predictors of these attitudes. Therefore, the primary aim of this study was to investigate the factors that may influence the development of attitudes towards the AFLW.Method Data were collected from a community sample (N = 171), to evaluate attitudes towards both AFLW consumerism, and the endorsement of gender equality within the AFL.Results Results revealed that basic demographic factors were influential in attitude development (i.e., age, gender), however the most prominent predictor of attitudes towards the AFLW was gender role ideology, suggesting that beliefs about gender roles may influence anti-AFLW attitudes.Conclusions The findings reflect an ongoing perception of sport as a masculine space, and as such, a need to adjust marketing approaches to frame the AFLW in a manner that encourages consumer behaviour. Future research directions are discussed.https://www.tandfonline.com/doi/10.1080/00049530.2024.2315949Women’s sportattitudesgender rolesprejudicesports consumerism |
| spellingShingle | Mackenzie Rose Glazbrook Stephanie Newton Webb AFLW and the gender gap: an analysis of public attitudes towards the Women’s Australian Football League Australian Journal of Psychology Women’s sport attitudes gender roles prejudice sports consumerism |
| title | AFLW and the gender gap: an analysis of public attitudes towards the Women’s Australian Football League |
| title_full | AFLW and the gender gap: an analysis of public attitudes towards the Women’s Australian Football League |
| title_fullStr | AFLW and the gender gap: an analysis of public attitudes towards the Women’s Australian Football League |
| title_full_unstemmed | AFLW and the gender gap: an analysis of public attitudes towards the Women’s Australian Football League |
| title_short | AFLW and the gender gap: an analysis of public attitudes towards the Women’s Australian Football League |
| title_sort | aflw and the gender gap an analysis of public attitudes towards the women s australian football league |
| topic | Women’s sport attitudes gender roles prejudice sports consumerism |
| url | https://www.tandfonline.com/doi/10.1080/00049530.2024.2315949 |
| work_keys_str_mv | AT mackenzieroseglazbrook aflwandthegendergapananalysisofpublicattitudestowardsthewomensaustralianfootballleague AT stephanienewtonwebb aflwandthegendergapananalysisofpublicattitudestowardsthewomensaustralianfootballleague |