The evolution of language and tone in media coverage of women’s football

The language and tone used in media coverage of women’s football have undergone a marked transformation over recent decades. Historically characterised by sexualisation, trivialisation, and condescension, contemporary reporting increasingly adopts a professional, performance-focused approach.  

This shift reflects the sport’s growing prominence, professionalisation. And success on the international stage, particularly during major tournaments, such as the FIFA Women’s World Cup and the UEFA Women’s EUROs.

Historical framing and gender bias in coverage

For much of its history, women’s football was framed by media narratives that emphasised gender difference rather than sporting merit. Coverage frequently prioritised players’ physical appearance, clothing, or personal lives over their athletic skill and competitive achievement. Such portrayals positioned the sport as a novelty or curiosity rather than a legitimate professional pursuit.

Infantilising language was common, with players often referred to as ‘girls’ or ‘ladies’ rather than ‘women’ or ‘players’. This linguistic choice reinforced hierarchical assumptions that placed women’s football as inferior to men’s football, which remained unmarked and treated as the default form of the sport.

Visual representation further contributed to this marginalisation, as accompanying imagery tended to favour passive or posed photographs over dynamic action shots that showcased athleticism and intensity.

A shift towards professional and performance-based reporting

In recent years, media coverage has increasingly aligned with the conventions used in reporting men’s football. Journalistic focus has shifted towards performance, tactics, and technical ability, with coverage offering frank yet respectful assessments of play. This includes constructive criticism of underperformance, tactical analysis, and evaluations of team and individual effectiveness-signalling that women’s football is now treated as a serious competitive sport.

The use of professional terminology has become more prevalent, with a significant decline in infantilising descriptors. Team-specific naming conventions, such as referring to England’s women’s national team as the ‘Lionesses’, have gained widespread acceptance. This terminology conveys strength, confidence, and national pride, contributing to a more empowering and respectful representation of female athletes.

Changes in visual representation

Visual framing has evolved alongside linguistic change. There has been a notable increase in the use of competitive action imagery, reinforcing the perception of players as elite athletes. Studies indicate that by 2019, approximately 88% of images used in media coverage depicted women footballers in action, compared to 69% in 2015.

This shift contrasts sharply with earlier tendencies to present players in non-sporting or stylised contexts that diminished their athletic credibility.

Addressing structural inequality in the sport

Modern media coverage has also begun to engage more directly with structural inequalities within women’s football. Issues such as pay disparity, limited investment, unequal access to facilities, and the historical impact of institutional barriers-including the FA ban-are now openly discussed. During high-profile tournaments, journalists increasingly use emotive and critical language to challenge governing bodies such as FIFA and UEFA, advocating for greater equality and recognition.

This approach marks a departure from earlier reporting, which often avoided contentious topics in favour of celebratory or inspirational narratives. Coverage has moved away from a ‘cult-like’ tone that framed all participation as inherently uplifting, towards a more mature and analytical style that allows the sport itself to command attention.

The role of specialist journalism

The employment of specialist women’s sports journalists has contributed significantly to the improvement in coverage quality. These journalists provide informed analysis, historical context, and sustained engagement beyond superficial or ‘clickbait’ reporting.

However, female voices remain underrepresented in editorial and opinion-based roles, limiting the diversity or perspectives shaping public discourse around the sport.

Ongoing challenges and limitations

Despite substantial progress, several challenges persist. Media attention remains heavily concentrated around major tournaments, leading to periods of heightened visibility followed by sharp declines. This ‘time-limited’ coverage reinforces perceptions that women’s football is secondary or event-specific rather than a year-round professional sport.

Increased visibility has also led to a rise in online misogyny and sexist abuse directed at players, which many are forced to tolerate as an occupational risk. Additionally, gendered framing continues through the routine use of the ‘women’s’ identifier, while men’s football is often left unmarked. While this marker is important for visibility and searchability, it also highlights the ongoing struggle to establish parity in how the sport is perceived.

Conclusion 

Overall, the language and tone of media coverage of women’s football have evolved from dismissive and gender-focused portrayals to a more professional, skill-oriented, and respectful framework. This transformation has played a crucial role in challenging entrenched sexist attitudes, enhancing the sport’s legitimacy, and shaping public perception. 

However, while improvements in the quality of coverage are evident-particularly in reduced sexualisation and increased emphasis on competence-issues of quantity, consistency, and equality remain unresolved. Sustained, year-round coverage and continued efforts to dismantle structural bias are essential if women’s football is to achieve genuine parity with the men’s game in both media representation and public discourse.