MRes – Levelling the social media playing field for women: Can one cricket tournament hit gender inequality for six?

MRes – Levelling the social media playing field for women: Can one cricket tournament hit gender inequality for six?

A Master’s by Research (MRes) course allows you to embark upon a research degree by undertaking a research project at Master’s level which will be assessed via submission of a thesis and a viva voce. 

By undertaking this degree within Bournemouth University Business School your research project will be developed in collaboration with our academic university staff who will provide you with specialist knowledge and supervisory input, while accessing BU’s technical facilities and information resources.

Research topic

This project complements research which Dr Raf Nicholson and Dr Keith Parry are conducting into English cricket’s flagship new domestic competition, “The Hundred”, which will be played for the first time in summer 2021. 

Social media has been seen by scholars as an important tool in increasing the visibility of female athletes (Bruce & Hardin 2014), but it is unclear whether a new tournament with aligned teams and fully shared social media accounts will provide equal quantity and quality of coverage, despite the tournament rhetoric of an equal playing field for men and women.

The MRes student would carry out media content analysis for the duration of the tournament (21 July - 21 August) and team marketing on social media channels including all Tweets, Facebook and Instagram posts, and reach conclusions about a) the effectiveness of the different social media tools in giving the women’s teams equal visibility, and b) the impact of "The Hundred" on disrupting pre-existing narratives of cricket is a male-dominated sport. 


12-18 months full-time or 24-36 months part-time.

Entry requirements

A Bachelors Honours degree with 2:1 or equivalent.

If English is not your first language you'll need IELTS 6.5 (Academic) with minimum 5.5 in each component or equivalent. For more information check out our international entry requirements.

For further information about the MRes course details, fees, funding and more, click here.

Application deadline: Sunday 31 October 2021.

This Master's by Research (MRes) sits within the Department of Sport & Event Management at Bournemouth University Business School.