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The power of storytelling in women's football : inspiring equality and enhancing fan engagement

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Resumo:Women's football has experienced remarkable growth recently, however, it still faces visible challenges in gender equality and reduced visibility. Thus, storytelling occupies an important space in the rise of this sport, as it is a powerful tool capable of reducing differences by promoting gender equality and allowing closer connections. This study aims to understand whether storytelling truly can challenge gender stereotypes, increase fan engagement, and promote gender equality in women's football. To obtain results that can answer the questions raised in the realization of this thesis, a mixed methodology was employed, involving five interviews with specialists in the field and an online questionnaire to understand the opinion of the respondents more generally. This methodology allowed for a more comprehensive analysis of the study in question. The results obtained demonstrate that storytelling can influence the promotion of gender equality, proving to be an effective tool in challenging existing gender stereotypes and having a quite positive impact on retaining fans in women's football. This powerful tool does indeed change perceptions through narratives that can be of various types. According to the respondents and interviewees, personal stories, documentaries, and social media and advertising campaigns have proven to be the most influential elements.
Autores principais:Filipe, Carina Isabel Ramos
Assunto:Storytelling Gender equality Gender stereotypes Fan engagement Igualdade de género Estereótipos de género
Ano:2025
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Católica Portuguesa
Idioma:inglês
Origem:Veritati - Repositório Institucional da Universidade Católica Portuguesa

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