Communications in Humanities Research ISSN: 2753-7072
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Research Article

Analysis of the Consumer Market for Female-Themed Sports Films

Jingwen SunDepartment of Media, Communications and Cultural Studies, Goldsmiths University of London, London, United Kingdom*

* Corresponding author: [email protected]

Abstract

There has been an expansion of female-themed sports films in the last few years because of societal changes and the growing participation of women in sports. This has brought visibility for women athletes and offered audiences varying 'stories' that disrupt normative ideas about gender. The appearance of such films suggests a trend in the demand for somewhat different narratives for women in sports. This study explicitly concerns exploring the consumer market of female-themed sports films alongside its benefits and acceptability by consumers. The study uses quantitative data from ticket sales and questionnaires and qualitative analysis of case-study films. The positive trend in the representation of female-themed sports films has not yet been accompanied by an equal level of attention to marketing and viewership, especially among minorities. Therefore, this research has implications for understanding the extent to which the portrayal of women in sports media affects the public's perception and offers an opportunity to investigate further ways of improving relations with the audience.

Keywords: female-themed sports films; consumer market analysis; representation; audience engagement; marketing strategy
Published: June 13, 2025
DOI: 10.54254/2753-7064/2025.23837
Volume: CHR Vol.69
pp. 99-106
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