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‘In any women’s sport …, it’s hard work because it’s a male dominated society’ – exploring forms of gendered media labour in relation to elite women’s cricket in England

Hannah Thompson-Radford Orcid Logo, Michael Skey

Sport in Society, Pages: 1 - 14

Swansea University Author: Hannah Thompson-Radford Orcid Logo

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DOI (Published version): 10.1080/17430437.2025.2563828

Abstract

Recently, many women’s sports have grown enormously whether in terms of media attention, funding and participation levels. However, these positive developments often obscure the additional work elite female athletes are required to undertake promote ‘their’ sport. In this paper, we introduce the con...

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Published in: Sport in Society
ISSN: 1743-0437 1743-0445
Published: Informa UK Limited 2025
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URI: https://cronfa.swan.ac.uk/Record/cronfa70389
first_indexed 2025-09-18T10:30:44Z
last_indexed 2025-11-12T08:15:33Z
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spelling v2 70389 2025-09-18 ‘In any women’s sport …, it’s hard work because it’s a male dominated society’ – exploring forms of gendered media labour in relation to elite women’s cricket in England 3434c3ca5452d553ecde4e7973184047 0009-0009-7793-9634 Hannah Thompson-Radford Hannah Thompson-Radford true false 2025-09-18 CACS Recently, many women’s sports have grown enormously whether in terms of media attention, funding and participation levels. However, these positive developments often obscure the additional work elite female athletes are required to undertake promote ‘their’ sport. In this paper, we introduce the concept of gendered media labour to theorise this work focusing on two key elements. The first concerns what we label as ‘promotional labour’. This is the work that female athletes do to both promote their own achievements and that of the sport in general. The second draws on Chahardovali and McLeod’s research on ‘inspirational labour’ and notes how female athletes are often encouraged to be role models so as to inspire young girls and women’s involvement in sport. Drawing on research with elite female cricketers in England, we evidence the importance of these two forms of labour and the physical and emotional commitments that they entail. Journal Article Sport in Society 0 1 14 Informa UK Limited 1743-0437 1743-0445 Visibility, social media, gendered media labour, inspirational labour, gender 15 12 2025 2025-12-15 10.1080/17430437.2025.2563828 COLLEGE NANME Culture and Communications School COLLEGE CODE CACS Swansea University SU Library paid the OA fee (TA Institutional Deal) This research was supported by the Economic & Social Research Council (UK) [2106607]. 2025-12-15T14:00:49.6276821 2025-09-18T11:28:04.5299470 Faculty of Humanities and Social Sciences School of Culture and Communication - Media, Communications, Journalism and PR Hannah Thompson-Radford 0009-0009-7793-9634 1 Michael Skey 2 70389__35821__7838e9bca3be4c4f8a05b395da4a21ae.pdf 70389.VOR.pdf 2025-12-15T13:59:05.4504442 Output 1167487 application/pdf Version of Record true © 2025 The Author(s). This is an Open Access article distributed under the terms of the Creative Commons Attribution License. true eng http://creativecommons.org/licenses/by/4.0/
title ‘In any women’s sport …, it’s hard work because it’s a male dominated society’ – exploring forms of gendered media labour in relation to elite women’s cricket in England
spellingShingle ‘In any women’s sport …, it’s hard work because it’s a male dominated society’ – exploring forms of gendered media labour in relation to elite women’s cricket in England
Hannah Thompson-Radford
title_short ‘In any women’s sport …, it’s hard work because it’s a male dominated society’ – exploring forms of gendered media labour in relation to elite women’s cricket in England
title_full ‘In any women’s sport …, it’s hard work because it’s a male dominated society’ – exploring forms of gendered media labour in relation to elite women’s cricket in England
title_fullStr ‘In any women’s sport …, it’s hard work because it’s a male dominated society’ – exploring forms of gendered media labour in relation to elite women’s cricket in England
title_full_unstemmed ‘In any women’s sport …, it’s hard work because it’s a male dominated society’ – exploring forms of gendered media labour in relation to elite women’s cricket in England
title_sort ‘In any women’s sport …, it’s hard work because it’s a male dominated society’ – exploring forms of gendered media labour in relation to elite women’s cricket in England
author_id_str_mv 3434c3ca5452d553ecde4e7973184047
author_id_fullname_str_mv 3434c3ca5452d553ecde4e7973184047_***_Hannah Thompson-Radford
author Hannah Thompson-Radford
author2 Hannah Thompson-Radford
Michael Skey
format Journal article
container_title Sport in Society
container_volume 0
container_start_page 1
publishDate 2025
institution Swansea University
issn 1743-0437
1743-0445
doi_str_mv 10.1080/17430437.2025.2563828
publisher Informa UK Limited
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Culture and Communication - Media, Communications, Journalism and PR{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Culture and Communication - Media, Communications, Journalism and PR
document_store_str 1
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description Recently, many women’s sports have grown enormously whether in terms of media attention, funding and participation levels. However, these positive developments often obscure the additional work elite female athletes are required to undertake promote ‘their’ sport. In this paper, we introduce the concept of gendered media labour to theorise this work focusing on two key elements. The first concerns what we label as ‘promotional labour’. This is the work that female athletes do to both promote their own achievements and that of the sport in general. The second draws on Chahardovali and McLeod’s research on ‘inspirational labour’ and notes how female athletes are often encouraged to be role models so as to inspire young girls and women’s involvement in sport. Drawing on research with elite female cricketers in England, we evidence the importance of these two forms of labour and the physical and emotional commitments that they entail.
published_date 2025-12-15T14:00:51Z
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score 10.684606

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