The International Cricket Council (ICC) has announced a ground-breaking social media moderation programme designed to promote a more positive and inclusive online experience for teams and players ahead of the ICC Women’s T20 World Cup 2024. This initiative is a proactive step to safeguard the mental health of athletes while fostering a healthy online community for fans to engage with the sport.
Why Social Media Moderation?
Social media has become a powerful tool for fans and athletes to connect. However, with this connection comes the potential for harmful comments, harassment, and other toxic behaviors. Negative interactions not only affect their mental well-being but can also impact their performance on the field. This is where the ICC’s social media moderation programme steps in to ensure that athletes can enjoy a safer and more respectful digital environment.
The ICC’s social media moderation programme aims to protect athletes from toxic online content, such as hate speech and harassment. By offering this service, the ICC is helping to create a safer space for players to engage with fans, promote the sport, and share their journey without fear of being subjected to harmful commentary.
The system works by scanning for toxic content such as harassment, misogyny, and hate speech on platforms like Facebook, Instagram, and YouTube. When such content is detected, it is hidden from public view, ensuring that players and fans alike can enjoy a more positive social media experience.
AI technology
The AI-driven software used by the ICC is designed to detect and remove toxic content in real-time. This proactive approach is essential in protecting athletes from the barrage of negative comments that can often follow match outcomes, whether positive or negative. The technology is capable of identifying and filtering out various forms of harmful content, including hate speech, bullying, and discriminatory language.
Mental health has become a central focus in sports, and the ICC is taking concrete steps to support the well-being of its athletes. In addition to the social media moderation programme, the ICC has implemented various initiatives aimed at raising awareness and providing resources for players who may be struggling with the pressures of the game and public life.
One of the standout features of the ICC’s digital offerings is the behind-the-scenes content. Fans can expect exclusive interviews, highlights, and personal stories that bring them closer to the players they admire. This content enhances the fan experience by offering a glimpse into the lives of athletes beyond the field.
ICC’s dedication to digital innovation
The ICC has consistently been at the forefront of digital innovation, and this new moderation programme is just one example of its commitment to enhancing the fan and player experience. By using advanced AI technology and embracing a player-first approach, the ICC is setting a new standard for inclusivity and safety in sports.
ICC Head of Digital, Finn Bradshaw said: “We are dedicated to fostering a positive and inclusive environment for all participants and fans of the ICC Women’s T20 World Cup, it’s been great to see so many of the players and teams embrace our new initiative.”
South Africa’s Sinalo Jafta said: “For me with social media protection I think it takes a lot of weight off players, especially at World Cup campaigns as that is the worst of it.
“There is nothing worse than opening up your phone after a loss – or after a victory – and regardless of what side you find yourself there is always some degrading comment about your personality.
“With the youngsters coming in you tell them ‘please don’t look’, but what are they going to do? It is literally their thing.
“That protection for me is very big because players get to share their life with the world without the fear of being judged or criticised. I am looking forward to seeing the changes, people just being free and players can just show the world who they really are.”
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