This final episode of the 6-part series on media ecology and gender equality in tennis explores the potential impact of future media on the sport's gender balance. The podcast features Alanna discussing implications, historical context, and predictions for social media's influence. It also addresses potential biases, fear of criticism, and their impact on gender bias and rule changes in tennis.
The future of media ecology – An audio podcast
In the final part of our series, we welcome Alanna Dunne, a women's tennis enthusiast, to discuss the future of media ecology and gender equality in tennis. We explore the impact of social media growth on equality, the role of fear of criticism, and the potential for change in traditional media methods. Join the conversation!
Are new media platforms contributing to gender inequality ?
The blog discusses the impact of new media on gender equality in tennis. It highlights the influence of platforms like Facebook and Instagram, where women have an advantage due to user demographics. The analysis also covers YouTube and TikTok, noting disparities in exposure for men's and women's tennis. The piece concludes with questions about the future of gender equity in media.
4.7 Million Backhands and Counting: Britain’s Tennis Boom Serves Up Hope
Britain has a rich tennis history, but recent decades saw limited Grand Slam success until Andy Murray's 2012 Wimbledon win and Emma Raducanu's 2021 US Open victory. While promising players like Cameron Norrie and Jack Draper show potential for men, the younger age of female players suggests room for growth. The Lawn Tennis Association is actively increasing participation through inclusive initiatives like SERVES and Open Court, aiming to make tennis accessible to all.
Meet the team – Cameron Logan
Meet Cam: 21-year-old tennis fanatic, Masters student in Strategic Sports Marketing at Leeds Beckett University, and former VP of the Athletic Union. Supercharge his mornings with a racquet and a marketing strategy, and watch him ace the game of life and work. In the future? More tennis, of course!
Current digital media interaction within sport and the relationship with consumers.
The way we consume sport has changed massively since the 17th century. As generations have passed, more people have grown up with technology, creating a movement away from traditional media. Even though newspapers are still around today and are still a prolific way for a specific demographic to consume media, for most of us we... Continue Reading →
An Analysis of Digital Disruption in Sport
According to the exponential rise of digital media since the 1990s/2000s as a result of Web 1.0 & 2.0 introduction has led to the co-existence, rather than replacement, of new and older media forms. New media refers to any form of media that is interactive, such as online blogs & social media platforms, where two... Continue Reading →
Meet the Team – Rachel Hatley
Hi! My name is Rachel Hatley, I am 21 years old and currently undertaking my postgraduate MSc degree in Sports Marketing. I come from Nottingham, in the UK, where I was introduced to sport at a very young age. At the age of 3 I was a very keen ballet dancer, I even started competing... Continue Reading →
Media and Digital Transformation in Sport 