Search engine algorithms are trained on human behaviour and designed to give us, the users, what we want in terms of content and the internet has learnt to prioritise male athletes in our search results, even when the facts put women first. But together we can fix it. Help us correct the internet to make sportswomen more visible.
The internet has learnt our bias. We created it, we can fix it.
Many of the world’s biggest sporting records are held by women. But when asked simple, non-gendered questions to find this information, like ‘who has scored the most goals in international football?’, search engines incorrectly favour popular male athletes, ignoring women’s achievements. Algorithms prioritize Cristiano Ronaldo’s 118 goals over Christine Sinclair’s 190, not because of facts, but because they reflect ingrained biases in search data.
Join The Marketing Society with special guest speaker, Gary Steele, Chief Creative Officer of DDB New Zealand as he presents the findings and stark reality of internet bias in women’s sports and what we can do to fix it.
The dream? When an eight-year-old is researching sports for a school assignment, they type in a simple search question such as ‘Who has scored the most goals in international football?’ and get the factually correct answer.
Join us—not just to discuss the problem, but to be part of the solution by helping us correct the internet.
THE DETAILS
Date: Thursday 24 April
Time: 8:30am-10:30am SGT
Location: TBC
‘Correct The Internet’ is led by Rebecca Sowden owner of Team Heroine and supported by the United Nations’ ‘Football for the Goals’ as this aligns to the Sustainable Development that garnered support from organisations such as Women in Sport Aotearoa (WISPA), Women Sport Australia, New Zealand Football, and many well-known athletes including English rugby’s Red Roses’ player, Shaunagh Brown, and NZ Football Fern Meikayla Moore, all working towards the collective goal of correcting the incorrect search engine results.
Watch the campaign here:
Correct the Internet picked up a 4 x Lions including a coveted Glass Lion at the prestigious Cannes Lions Awards 2023.
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