Gender attitudes in sport

The 2016 Rio Olympics have come to a close, leaving spectators and commentators reflecting on the narratives that have emerged surrounding gender attitudes in sports. The media coverage of the Olympics not only celebrated the achievements of Olympians but also shed light on the gendered perceptions that persist in the sporting world. CNBC Africa recently sat down with Khululiwe Mabaso, Associate Director for CSI at P&G in Sub-Saharan Africa, to discuss the impact of gender attitudes in sports and the importance of challenging these perceptions. During the interview, Mabaso highlighted the prevalence of misogynistic commentary and gender-focused remarks that were made during the Rio Olympics. She noted an instance where a female swimmer's remarkable performance was diminished by comments suggesting she was 'swimming like a man,' emphasizing the need to shift the narrative around women in sports. Mabaso stressed the detrimental effects of such comments on women's confidence and their willingness to participate in sports, citing research that showed a significant drop in female participation in sports after puberty due to feelings of not belonging and societal pressure to perform 'like a man.' One of the key points raised in the interview was the importance of rewriting the narratives around female athletes. Mabaso discussed the 'Like a Girl' campaign, which aims to challenge the perception that girls are inherently 'soft' or weak. She highlighted a study that demonstrated how young girls, when asked to run 'like a girl,' exhibited powerful and strong movements, debunking the stereotype associated with the phrase. By reshaping the language and discourse surrounding women in sports, Mabaso believes that we can instill confidence in girls from a young age and encourage them to pursue their athletic dreams. The interview also touched on the broader implications of gender attitudes in sports, particularly in relation to women's leadership roles in business and society. Mabaso underscored the connection between sports participation and confidence-building, emphasizing that the skills and resilience gained through sports can empower women to excel in male-dominated spaces such as boardrooms and executive positions. She referenced the recent success of Caster Semenya, who won the gold medal in the 800 meters at the Olympics, as a prime example of how female athletes can serve as positive role models for young girls and future female leaders. In closing, Mabaso noted the progress that has been made in increasing female participation in the Olympics over the years but acknowledged that there is still work to be done in promoting gender equality in sports. She stressed the importance of nurturing girls' confidence from a young age and providing them with the support and opportunities needed to succeed in the sporting world. As images of Caster Semenya running like a girl and winning gold flashed across the screen, Mabaso left viewers with a message of hope and empowerment, urging society to continue breaking down gender barriers and fostering a more inclusive and equitable sporting environment.