#SheBelieves: the use of Instagram to frame the US Women’s Soccer Team during #FIFAWWC

Abstract

The purpose of the study was to examine of the representation of women athletes during the 2015 FIFA Women’s World Cup. More specifically, we examined how individuals used various event-related hashtags (ie #SheBelieves and #FIFAWWC) on Instagram during the 2015 FIFA Women’s World Cup to frame identity, and challenge or reinforce gender stereotypes from the bottom-up. A content analysis of athlete photos containing #FIFAWWC (n = 706) and athlete photos containing #SheBelieves (n = 629) revealed that users primarily portrayed women athletes as athletically competent. Specifically, nearly 90% of Instagram posts containing either #FIFAWWC or #SheBelieves portrayed athletes in either athletic action or preparing for athletic action. These findings demonstrate that social media provide an opportunity to challenge gender stereotypes in women’s sports and thereby illustrate that social media users are willing to create their own frames around women athletes.