By /

Agnes McGinnis

Game On: The Consequences of How Social Media Discourse Has Shaped Fan Perception of Male Versus Female Athletes

Biography

Agnes McGinnis is a soon-to-be graduate of the Professional Communication program at Toronto Metropolitan University, earning her Bachelor of Arts in 2025. With five years of retail management experience alongside her studies, she brings a unique blend of communication expertise, customer service insight, and operational know-how.

Driven by a love of sports, Agnes is passionate about fan engagement and creating inclusive experiences — particularly as an advocate for the growth of women’s sports. She’s eager to combine her skills to build stronger connections between brands, teams, and their communities.

Details of Project

Following her gold medal performance at the 2016 Rio Olympics, Simone Biles famously declared, “I’m not the next Usain Bolt or Michael Phelps, I am the first Simone Biles.” This powerful statement was a response to media comparisons that often frame female athletic achievement through a male lens—an issue deeply rooted in how women’s sports are covered. Media coverage of female athletes frequently diminishes their accomplishments, contributing to the sexualization of women in sport and undercutting the recognition of their skill. These patterns hinder the growth and mainstream acceptance of women’s sports.

With the rise of digital platforms, new forms of media, particularly social media, are becoming primary spaces for sports discourse. This research investigates whether the same patterns of criticism, objectification, and biased commentary persist in these digital environments. By analyzing fan comments on social media posts featuring female athletes, this study aims to uncover how entrenched gender bias continues to shape public perception.

Ultimately, this research highlights how limited and skewed coverage has normalized men’s sports while rendering women’s sports a novelty. This, combined with persistent sexism, creates systemic barriers for female athletes. affecting their visibility, sponsorship opportunities, and access to equal treatment within the sports industry.

Lightning talk

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