PURPOSE This study aims to identify how the [Goal Kicking Women] TV program has changed the perceptions of male viewers on women’s football. METHODS Using a qualitative research design, semi-structured interviews were conducted with 8 male viewers who are in their 50s. Thematic analysis was used to draw implications from the interviews. RESULTS Results show that having watched [Goal Kicking Women], 1) participants have become more familiarized with women playing football; 2) participants’ initial stereotype about women’s alleged inferiority in football has changed, as the performance of female stars in the program, who did not have any experience playing football, improved; and 3) the genuine passion that female stars showed for football made participants think that women’s football was just as good as men’s. CONCLUSIONS This study provides practical and academic implications, as it identifies men’s perceptions on women’s football and analyzes the influence of [Goal Kicking Women]. To conclude, establishing a foundation for planning and implementing effective policies to promote women’s football in South Korea is recommended.
PURPOSE This study aims to provide policy recommendations for the development of women’s football and the enhancement of the Women’s University Football League (WUFL) by examining participant satisfaction and meaningfulness of football. METHODS To achieve this goal, we distributed survey questionnaires, including 5-point Likert scale and open-ended questions, and subsequently analyzed 153 responses using qualitative data analysis software, N-vivo. RESULTS Our findings reveal that female students actively engaged in the WUFL express high overall satisfaction. Furthermore, participants perceive football as a source of happiness, an energy booster, and a platform for new experiences. Their involvement in football goes beyond typical leisure; it is regarded as a form of serious leisure. DISCUSSION AND CONCLUSIONS Based on these results, we propose actions such as fostering and elevating amateur women’s competitions, promoting female students’ participation in football, and developing a comprehensive strategy for increasing women’s enjoyment of playing football.
