O papel do futebol no combate às desigualdades e na afirmação do papel da mulher: uma análise das estratégias de comunicação dos clubes de Portugal e Brasil no Dia Internacional da Mulher

Abstract

In this article, we seek to verify the importance that football clubs attach to combating inequalities and, in particular, to affirm the role of women. For this purpose, we consider the 17 Sustainable Development Goals, but we focus in particular on the fifth, which deals with gender equality and women's empowerment. Through a multiple case study, we carried out a comparative analysis of publications made by clubs in Portugal and Brazil on the social network Facebook to mark International Women's Day. The results show that the clubs are aware of the date and seek, through different publications, to raise awareness of the role of women in a communication strategy geared towards social responsibility.