In conversation with Jacqui McAssey
Founder of GIRLFANS
Liverpool born Jacqui, creator of GIRLFANS and Senior Lecturer in Fashion Communication at Liverpool John Moores University, offers an insight to her world renowned zine and the world of female fan culture.
GIRLFANS has had a huge success, are you happy with the direction the zine is going in and the reach you are getting?
“(Thank you). I’m happy with direction though it would be great to get more issues out (I have back log). Each issue is an ethnographic study of one set of fans over a specific period - usually one season. That season can be uneventful or it can document something special for example, the Celtic edition (about to go to print) features the supporters who created On The Baw, the campaign to provide free sanitary products in football grounds. The Tranmere issue follows the fans on a two year journey and back-to-back promotion to League One.”
Why did you create GIRLFANS?
“It was 2013 and after visiting Anfield with my friend Alex Hurst (who contributed to the first two issues), we observed that many women were attending football matches but nobody had noticed. The media, the clubs had been ignoring them. We were protesting in a way, by literally photographing every woman we could find.”
Have you seen a rise in female football fans in your time documenting female fan culture?
“Indeed. As well as female fans and influencers documenting and talking about female fan culture everyone documents their own fandom by taking selfies in football grounds, or wearing their football shirt. This type of imagery has grown exponentially because of social media.”
Do you think coverage of female football fans has increased in recent years?
“There has been a big shift, particularly coverage of younger female fans. I still think older women are left out. Football is big business, everyone wants a slice and women are seen as consumers. It makes sense to include them when you want to sell a product.”
How do you think can male fans be allies to women fans in football?
“Listen, learn, educate others. Include women in football conversations - they’ll often know more than your mates! If you have children, ask before you book an away trip! Share your season ticket! Get a spare for your partner or family member! Invite your Mum - you’d be surprised how many people have never thought to ask.”
Do you think Girlfans has been well received by both men and women?
“From day one it had equal interest from men as well as women. The format meant it could reach men who were interested in football and also style or photography, zine design etc. It also acted as a ‘lightbulb moment’ for many men who realised there was a history and culture around women fans which had not been recognised or reported on. I have a team of great women around me (Alex, Zoe, Kira) who support and contribute to the work but I’ve also be supported by men who believed in the work; Lecturer, Adam Murray and Mike Holmes of The Longshot Experiment get a special mention, as well as my boyfriend and son.”
What do you hope for the future of Girlfans?
“To continue observing female fan culture; how it changes over time. To represent all women not a narrow, cool demographic who only exist in the minds of brands and media organisations. Also, to use the platform to champion the work of female fans and creative women.”
And finally, what do you think sporting organisations can do to help female football fans gain visibility?
“Sporting organisations, sports media etc need to be governed by people who are aware of issues around diversity and representation and so in that respect these organisations have to be more inclusive themselves. We are beginning to see changes but it’s undoubtedly going to take longer than we would all like. We all have to keep chipping away at the problems both in and outside of sport.”
Interview by Ella Kenneally