‘Get back to the kitchen, cos u talk s*** on tv’: gendered online abuse and trigger events in sport

Research question: Online abuse is prevalent in sport and can be the by-product of trigger events–reactive social media posts that motivate online hate. Little is known about what triggers online abuse, types of content, and how this impacts certain groups. The current research examined how online behaviour emerges, and evolves during a trigger event, through a gendered lens. Research methods: This research employed a two phase, mixed methods approach of a digital netnography with participation observation through social network analysis and thematic content analysis of 1332 (N = 1332) tweets in the United Kingdom. The trigger event examined abusive content toward Karen Carney following post-match football commentary on 29 December 2020. Results and findings: Results identified 590 individuals who formed two distinct groups. Directed network visualisation indicated Carney was the focus of the trigger event. Thematic time series analysis revealed emotional maltreatment (i.e. ridiculing, humiliating, belittling) progressing to overt gendered discriminatory maltreatment. Implications: Findings support the need for safeguarding policies for target groups, as trigger events escalate quickly, and group affiliations impact abusive content. From a theoretical standpoint, in-group and out-group affiliations resulted in rhetoric highlighting persistent, gendered socio-normative issues within sport, amplified in an online environment.