Professor Gretchen Kerr, dean of the University of Toronto Faculty of Kinesiology and Physical Education (KPE), Ellen MacPherson, senior research associate at KPE, and Sophie Wensel, PhD student at KPE, recently penned an article for The Conversation, in which they argue that online public shaming of women athletes at the 2024 Paris Olympics highlights gender-based violence.
Social media is well recognized as beneficial because it can enhance connections and serve as a forum to discuss important issues. But it’s also a platform for the dissemination of misinformation, hostile views and hate.
Similarly in sports, the widespread use of social media has enabled closer connections between fans and athletes while also providing a forum to spread misogyny, racism and homophobia. Online public shaming, or expressions of disapproval or hostility directed towards an individual or group, is one form of negative online interaction that typically occurs in response to perceived transgressions from norms.
Norms refer to guiding psycho-social and cultural principles that influence behaviour. They may be legal (criminal codes, for example), social (like unwritten social rules) or community-specific (faith-based rituals, for example).
In sports, norms may include physical appearances, uniforms, strong athletic performances and sport-specific rules and behavioural expectations of athletes. Numerous examples of online public shaming in response to perceived norm violations exist in contemporary sports.