Women's Football and Alternative Communication: Social Networks as a Space for Resistance and Mobilization
DOI:
https://doi.org/10.11606/issn.2176-1507.v34i2.247037Keywords:
women's football, alternative communication, social media, popular journalism, social mobilizationAbstract
This article analyzes the role of alternative and popular communication in the recognition and visibility of Brazilian women's football through digital platforms, focusing on the #GoEqual campaign on Instagram (2019–2024). Using qualitative exploratory methodology, 5,738 publications were analyzed through netnography, with two-layer coding (primary focus and discursive strategies) and inter-coder reliability validation (κ ≥ 0.80). Results indicate the predominance of mobilization as the main focus (28.7%), with affective appeals and institutional voice as central strategies, followed by symbolic recognition (18.5%). It is concluded that digital platforms function as arenas of symbolic dispute where meanings about women's football are reconfigured, operating simultaneously as a space for popular mobilization and as infrastructure captured by commercial logics. Alternative communication emerges as a crucial tool for building counter-hegemonic narratives, although facing structural challenges related to algorithms, financing, and sustainability.
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