Volume 4,Issue 3
Competitive Performance, Media Attention, and Commercial Value: An Analysis of the Differences Between Chinese Men’s and Women’s Football
Football is one of the most influential sports in the world, and it also has a wide mass base in China. However, in China, there is still a significant gap between men’s football and women’s football in terms of competitive performance, media attention and commercial value. As far as the Chinese men’s national team is concerned, their performance in international competitions is not ideal; while the women’s national team has not only achieved good results, but also maintained strong competitiveness. Nevertheless, the media coverage and commercial support of the men’s football team not only far exceed that of the women’s football team, but due to the long-term lack of continuous exposure, the women’s football team has not received continuous exposure and sufficient investment. This study believes that traditional gender stereotypes are the root cause of this inequality. In response to this problem, we put forward policy support, improved the way of media coverage, and accelerated the marketisation process, hoping to promote the more balanced development of Chinese women’s football and promote gender equality in the field of sports.
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