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The social perception of the Colombian National Women’s Football Team towards local media

ABSTRACT Women’s practice in sports has been shaped by social discourses. Media as producers of meaning can be determined to strengthen or weaken the existing hegemonic gender discourses in sports. This research’s aim was to analyse the social perception of the Colombian National Women’s Football Team players towards local media. Seven players of the highest category participated in this research, and the data collection was done through semi-structured interviews and news-elicitation to subsequently apply Discourse Analysis. Five predominant discourses were obtained, showing the players’ counter-discourse towards media and sports institutions. Players’ social perception regarding media is centred as an institution that reproduces discourses of a sexist society, and they discursively resist these stereotyped meanings. To understand media as pedagogical agents concerning audiences implies that media literacy is a necessary tool to create critical awareness regarding media content about women’s football.