An Analysis of Representations of the AFLW in Online Discussion

Abstract

The introduction of the Australian Football League Women’s (AFLW) competition in 2017 has seen Australian Rules Football become an increasingly popular sport for Australian women, as well as sparking considerable public discussion about the topic of women in sport. Although studies of media portrayals of AFLW and women in sport, more broadly, have been conducted, there has been limited research on public sense-making and discussion around women’s participation in the AFLW. This project aims to add to understanding of the developing public culture around the AFLW by examining representations of the AFLW and women who play Australian Rules Football in public and spectator discussion. A thematic analyses of an online discussion board that discusses topics within the AFLW was conducted using the method outlined by Braun and Clarke (2006). The thematic analysis resulted in five key themes being identified in the data, that capture the defining characteristics of the AFLW, including: “AFLW as Evoking Nostalgia”, “AFW as Beneficial for the Advancement of Australian Rules Football”, “AFLW as in Need of Support and Promotion”, “AFLW as Unenjoyable” and “AFLW as inferior to AFL”. The findings suggest that due to women’s participation in AFLW, representations of women’s sport and sportswomen are shifting.