Gender equality in the 2024 Paris Olympic Games: The Instagram example

Year 2025, Volume: 7 Issue: 1, 30 - 40

Hande Kose

https://doi.org/10.70053/esas.1640136

Abstract

In Modern Olympic history, women's struggle for existence has lasted for many years. This study aims to examine the reflection rate of gender equality on the IOC's Instagram account, the portrayal of women on social media, and the spatial differences in the content shared by women. The universe of the study consists of visual content shared on the official Instagram page of the International Olympic Committee, which was established in May 2012. The sample covers visual content between June 26, 2024 and September 11, 2024. First, the visual content shared on the Instagram page was collected using the document scanning method. Then, the quantitative content analysis method was applied to the obtained documents. In the study, Miles and Huberman's reliability analysis was applied for category reliability, and the category reliability rate was determined as 92% among the researchers. As a result of the obtained data, it was seen that 803 women, 810 men, 414 women and men were shared in the same frame, and although the 50% rate of gender equality was not achieved, the difference was very small. In addition, it was determined that the "Happy State" frequency (f=784) was the first in the categories created to determine the representative face of women in shared content in video and photo images. In the categories created to determine spatial differences in shared images, the "Competition Moment" (f=402) frequency was the first. When the results obtained were evaluated; It was determined that the IOC complied with the 2021-2024 Media Porte Directive with its images that portrayed women positively and powerfully.

Keywords

2024 Paris Olympics, gender equality, content analysis method

2024 Paris Olimpiyat Oyunlarında cinsiyet eşitliği: Instagram örneği

Abstract

Bu araştırmada IOC’ye ait Instagram hesabında cinsiyet eşitliliğinin yansıma oranı, kadının sosyal medyada tasviri ve kadının paylaşılan içeriklerde yer aldığı mekansal farklılıkları incelemek amaçlanmıştır. Araştırmanın evreni 2012 Mayıs ayında kurulan Uluslararası Olimpiyat Komitesine ait resmi Instagram hesabında paylaşılan görsel içeriklerden oluşmaktadır. Örneklem ise 26 Haziran 2024 ve 11 Eylül 2024 tarihleri arasındaki görsel içerikleri kapsamaktadır. İlk olarak belge tarama yöntemi ile Instagram hesabında paylaşılan görsel içerikler toplanmıştır. Daha sonra elde edilen belgelere nicel içerik analizi yöntemi uygulanmıştır. Araştırmada kategori güvenirliliği için Miles ve Huberman’a ait güvenirlik analizi uygulanmış olup araştırmacılar arasında kategori güvenirlik oranı %92 olarak belirlenmiştir. Elde edilen veriler sonucunda 803 kadın,810 erkek, 414 kadın ve erkeğin aynı karede olduğu görselin paylaşıldığı ve cinsiyet eşitliğinde %50 oranı sağlanamasa da farkın çok küçük olduğu görülmüştür. Ayrıca paylaşılan içeriklerde kadının temsili yüzünün tespiti için oluşturulan kategorilerden video ve fotoğraf görsellerinde ilk sırada “Mutlu Hali” frekans (f=784) olduğu belirlenmiştir. Paylaşılan görsellerde mekânsal farklılıkların tespiti için oluşturulan kategorilerde ise “Yarışma Anı” (f=402) frekansı ilk sırada yer almıştır. Elde edilen sonuçlar değerlendirildiğinde; IOC kadını olumlu ve güçlü gösteren görselleri ile 2021-2024 Medya Porte Yönergesine uyduğu tespit edilmiştir.

Keywords

2024 Paris Olimpiyatları, cinsiyet eşitliği, içerik analizi yöntemi

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