A Qualitative Study on the Perceptual Changes of [Goal Kicking Women] Male Viewers Regarding Women’s Football

Abstract

PURPOSE This study aims to identify how the [Goal Kicking Women] TV program has changed the perceptions of male viewers on women’s football.METHODS Using a qualitative research design, semi-structured interviews were conducted with 8 male viewers who are in their 50s. Thematic analysis was used to draw implications from the interviews.RESULTS Results show that having watched [Goal Kicking Women], 1) participants have become more familiarized with women playing football; 2) participants’ initial stereotype about women’s alleged inferiority in football has changed, as the performance of female stars in the program, who did not have any experience playing football, improved; and 3) the genuine passion that female stars showed for football made participants think that women’s football was just as good as men’s.CONCLUSIONS This study provides practical and academic implications, as it identifies men’s perceptions on women’s football and analyzes the influence of [Goal Kicking Women]. To conclude, establishing a foundation for planning and implementing effective policies to promote women’s football in South Korea is recommended.