Contesting gender norms in women’s soccer: digital engagement with an activist message
Why this work is in the frame
A frame that forgets how it found something cannot be audited. These are the routes that admitted this work.
Bibliographic record
Abstract
Despite the growing popularity of women’s sports, gender inequalities persist. This study explores how a brand activism ad aimed at reshaping representations of women’s soccer can drive digital engagement, showing how social media acts as a space where gender norms in sport are potentially transformed. Based on a survey of 855 adults (France, South Africa, UK), it investigates how involvement in women’s soccer and attitudes towards the ad influence intentions to like, comment, or share the content, and how perceived brand authenticity moderates these effects. Results reveal that involvement and attitude increase engagement. Brand authenticity plays a key role in achieving greater dissemination, especially for complex actions (commenting/sharing) compared to simple ones (liking). These findings illustrate how consumers respond to gender equality-focused activism ads in a male-dominated field, highlighting the importance of brand authenticity in driving virality and ultimately, contributing to collective awareness towards greater equality in sport.
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Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.001 | 0.001 |
| Scholarly communication | 0.000 | 0.001 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it