Representation is key: Women taking the lead in sports storytelling

With the rise of digital media, more women are finding their voice and purpose behind the camera.

For freelance content creator Ella Carlsen, working in women’s sports has not only been a creative pursuit but also a deeply rewarding way to uplift others in the Pacific community.

In an interview on Pacific Huddle, Carlsen, who is behind Fetu Sāmoa’s digital storytelling, says more organisations are beginning to understand the value of authentic representation in sports.

She says the shift towards digital storytelling has opened new pathways for women like herself.

“Going through school, no one told me that content creation was a career and so I’ve always loved photography and videography,” she says. “But I always loved sports, so I went down a sports degree kind of road because I thought maybe the only way in sports was this.

“But there has been an increase in content creators because clubs and brands have realised how important it is to make sure that we’ve got our storytelling out there, not only just for the commercial value but for the connection for fan base.”

Fetu Sāmoa captain Netta Nuuausala walking out at Suncorp Stadium. Photo/Ella Carlsen

As a proud Indigenous woman, Carlsen describes being part of a female environment like Fetu Sāmoa is a special experience, which ties in perfectly with her self-employed business, m0rethanmedia. Which she describes is a space "where young, brown women can see themselves reflected on the sidelines, leading creative initiatives, and taking up space in storytelling, sport, and beyond."

The Fetu Instagram page, with 19,400 followers, continues to roll out content even after their Pacific Championships campaign has wrapped up, showcasing the girls’ upbeat spirit and team culture.

“It’s amazing… being able to represent Samoa in some kind of capacity as behind the camera and getting to know all the girls like that, they just open you with welcome arms, everyone in here we’re all sisters and we all have the same perspective and values.”

Fetu Sāmoa players and management at Go Media Stadium. Photo/Ella Carlsen

Even after tough matches, like their heavy defeat to the Jillaroos in Brisbane, Carlsen finds meaning in showcasing the team’s resilience and heart, both on and off the field.

“Sometimes people can find it really hard and difficult after a loss… how to keep that momentum up on social media and how to keep it positive,” Carlsen says. “But I don’t struggle with it in terms of you see the way girls put their hearts on their sleeves.

“They were really upset after that game, but they still had time to have that fan engagement afterwards, so really showing throughout it all. Obviously we’ve got the game and that’s the important piece. But our community and showcasing our community around that, I think that’s been really important.”

For Carlsen, the rise of digital media means that connection is more powerful than perfection.

“We’ve found at the moment that content doesn’t need to be perfect but content just needs to be out there… if you look at the Fetu page you see lots of content rolling out and it’s because a lot of our girls, their families can’t travel with us and be at games.”

While Fetu Sāmoa’s engagement continues to grow, Carlsen measures success in more personal ways, by how the players feel seen.

“I measure success of how the girls feel and seen they feel and comments like oh my mum saw your photos that you posted of us and they loved it.

“We’ve got the data behind it but for me it’s more families getting to see their girls on the stage and for Samoan people and back home in Samoa can see what our girls are doing and how inspirational that is.”

Looking ahead to the Women’s Rugby League World Cup next year in Australia, Carlsen says there are plans to continue capturing the journey.

Fetu Sāmoa is among eight nations preparing for the women’s competition, which kicks off next October.

Alongside Sāmoa, Australia, New Zealand, Papua New Guinea, and Fiji make up the Oceania teams, while England, France, and Wales complete the contingent.