Invisible at home, visible abroad: the “making” and “unmaking” of women’s sport in Malawian media

Women’s sport is growing globally; however, its visibility beyond mega sporting events is contested. Drawing on framing theory, this mixed-methods study examined how Malawian media construct women’s sport and how sports journalists interpret these representations. Women’s sport occupies an ambiguous position within Malawian sports media, where international tournaments and expatriate athletes are highly visible, but everyday local women’s sports are invisible. Male-dominated sporting leadership allocates less attention and resources to women’s sport, leading to fewer activities and reduced media visibility. Unequal treatment is further normalised by framing women’s tolerance of inequitable conditions as a virtue, shaping media coverage. Women’s sport organisations were described as unresponsive, restrictive of media access, and responsible for instilling fear among female athletes of speaking openly. Furthermore, audience preferences for men’s sport and gendered norms that women should engage more comfortably with fellow women further constrain visibility within “women-scarce” sports media spaces. Moreover, sports departments in media houses are under-resourced and understaffed, further reinforcing this inequality. Malawian sports media simultaneously “make” and “unmake” women’s sport, with international success temporarily amplifying visibility. However, the neglect of women’s local sport and “biting” coverage during underperformance continues to reproduce inequities.