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The key to its success
beyond the message
-which clearly resonates-
is that the program is
based on a community
of support. The website
encourages women to
share their successes, even
their failures, as part of the
experience. The program
is designed to empower
women to have a go.
Of course, Sport England
has received some criticism
for the program. Social
media has reacted strongly
to the term “girl” in the
title. It has been long
established outside of
feminist criticism that “girl”
infantilises women and is
not an acceptable term.
In the Guardian, Jessica
Francombe-Webb and
Simone Fullager go further,
saying that the short
video sexualizes females,
despite their depiction of
authentic female bodies.
They say it “seems these
bodies, jiggly or otherwise,
are just another form of
objectification in a popular
culture already saturated
with sexualised images.” Despite it all, they claim that these
bodies are exhibited for the male gaze.
Which brings us to the central question: why does female
participation in sport have to be such a complicated issue?
Female physicality as taboo is effectively a myth: it is well
documented that much of the work done in the world is
done by females.
Sport England’s identification of the fear factor is a major
contributor, but it is unclear of whose judgement they are
afraid. In an American study, some women claimed they
didn’t exercise because they were worried that people
would judge them as poor mothers, putting their own well-
being over that of their children. Responses like this show
that women fear the judgement of both men and women.
Another reason that complicates the issue of women in
sport is the lack of representation of women in sports
administration and coaching. It was not until 2013 that
Lydia Nsekera became the first woman to be placed on the
executive committee of FIFA. In the European Union, only
30% of coaches are women, dropping as low as 12% of
highly qualified coaches. In the U.S., the number of female
coaches has actually halved since the 1970s. When we look
for strong female leadership figures making policy for sport,
we see very few role models.
Then there is the sex factor. Given the lack of women on
sporting boards, sporting role models must be found on the
courts and fields around the world. They are necessarily in
top condition, which is then fed into by the promotion wing
of each sport. The line between sporting excellence and
sex appeal merges as a viewership factor. In one of Sepp
Blatter’s more famous faux pas, he made the suggestion
that viewership of women’s soccer would go north along
with hemlines. “Let the women play in more feminine
clothes like they do in volleyball,” he said.
“They could, for example, have tighter shorts. Female
players are pretty, if you excuse me for saying so… (that)
decision was taken to create a more female aesthetic, so
why not do it in fashion?”
It is this attitude that prevails in organised sport, and it
leaches down into the perception of many women at the
grass roots. Despite the criticisms levelled at it, This Girl
Can is tackling the reality of female participation in sport,
and cuts through many of the barriers.
Despite the criticisms levelled at it, This Girl Can is tackling
the reality of female participation in sport, and cut through
many of the barriers.
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ISSUE 21 | AUGUST 2015 |
31