A core component of the SheAds project involves in-depth research to understand the current landscape of gender equality in sports communication, particularly within the Albanian context. Our research provides the essential foundation for developing effective training materials, visibility campaigns, and practical guidelines.
During the first year, our efforts focused on conducting this research part, resulting in two key research manuscripts:
1. Gender Disparities in Albanian Sports Media: Analysis, Challenges, and Emerging Transformations
- Authors: Elona Mehmeti & Holtion Orhani (Sport University of Tirana)
- Focus: This study, published in the International Journal of Innovative Research and Scientific Studies (Vol. 8, Issue 3, 2025), employed a qualitative approach, including literature review and a case study of referee Emanuela Rusta, to analyze how male and female athletes are portrayed in Albanian sports media.
- Key Findings: The research confirms a significant gender bias. Male athletes are typically described with language emphasizing strength and professionalism, while coverage of female athletes often focuses on appearance, emotions, or personal life, contributing to their marginalization in sports discourse. The study highlights the need for media reform and inclusive storytelling, drawing inspiration from successful international initiatives.
2. The Voice of Media for Gender Equality in Sports: Perceptions and Practices of Journalists in Albania
- Authors: Holtion Orhani, Elona Mehmeti, & Safiola Çarçani (Sport University of Tirana)
- Focus: This manuscript presents findings from a survey distributed to Albanian journalists and media professionals (TV, online, radio, print) across the country. It explores their perceptions, practices, and challenges regarding the representation of women in sports media.
- Key Findings: The survey results indicate a consistent underrepresentation of female athletes. While journalists acknowledge the importance of gender equality, challenges such as limited resources, editorial pressures, and prevailing stereotypes hinder balanced coverage. The study provides recommendations for improving media practices and fostering a more equitable sports media environment in Albania.