The encompassing aim of any significant social change is that of transition: transition from exclusion to inclusion, from invisibility to visibility, from ignorance and disrespect to acceptance and respect, from homogeneity to heterogeneity (Kluka, 2008). Benchmarks of desired change in societies are often taken as significant positive change in general quality of life, positive modification in social patterns and structures, positive behavioural changes or significant positive change in social indicators such as health status, literacy rates, crime statistics or socio-economic status. Haferkamp and Smelser (1992) described social change as continual dynamics in and between social units/phenomena in terms of three elements:

Social change is nested in social processes and phenomena. Significant changes in the macro-social environment will influence mechanisms and methods used to produce and sustain change in the micro-social environment. The key elements of social change seem to be:

The power of sport as social phenomenon or social unit influencing the social landscape of societies is recognised by scholars and social movements alike. Title IX, International Declarations on Women and Sport, the Commission of the European Communities White Paper on Sport of 2007 and the Millennium Development Goals (MDG’s) present some examples of sport initiatives and movements attempting to impact social indicators. Frey and Eitzen (1991) argued that sport presents excellent opportunities for positive social impact as it combines the characteristics found in any institution with a unique appeal only duplicated by, perhaps, religion. At the same time, they warn that while sport may be integrative and impact on social structures at the higher political levels, it has not been so at the interpersonal levels of gender and race. Universally, women seem to be marginalised in societies. This inequality characterising society’s relations of gender is found in sport as well.

Africa is a vast continent with unique and diverse social realities, demands and needs unlike Europe, Asia or the United States of America. A number of simple yet powerful pockets of highly developed first world areas are often found adjacent to third world conditions of extreme poverty, crime and unemployment. In general, women are marginalised and regarded as subordinate to men and are not encouraged to hold leadership positions outside the household. Tribal law and customs frequently exist in tandem with Western laws and customs. In rural areas, where most of Africa’s population lives, tribal law and customs of different cultural and ethnic groups still form the foundation of day to day social structures and policies. Africa understands and values the power of sport and recreation as community builder. Soccer often spearheads projects and initiatives as carriers of communal and personal development and change in Africa. The Mathare Youth Sports Association (MYSA) founded in Kenya in 1987 by a Canadian development worker can be regarded as the prototype of organisations and programs challenging dominant African gender roles and perceptions as an exclusive male domain (Manzo, 2007). MYSA was not simply setting up a girls’ football league, it was rather embarking on a process of transforming gender norms in Kenyan society. Bode (2007), in her work on female sport managers in Morocco, agreed that women could influence social justice systems when empowered as sport managers. In the same line of argumentation, Chepyator-Thomson (2005) stated that African women in athletics have reshaped indigenous familial roles and perspectives and have expanded their economic, social and cultural roles to allow for participation in nation building and development of rural communities. It can be postulated that Africa understands the power and value of sport as a changer of gender roles. Countries in the Zone VI area of Africa (Southern African), and specifically South Africa and Malawi, acknowledged and embraced this idea of sport as a social instrument and formulated a common vision for the delivery of sport and recreation through the Supreme Council for Sports in Africa. The key elements of sustained social change (triggering catalysts, planned implementation of initiatives, long term focus, reciprocal influence of social phenomena and resulting paradigm shifts in attitudes and policies) are translated into planned initiatives and campaigns aimed at social change. In the remainder of this article, the case of South Africa and Malawi as Zone VI African countries in terms of women, sport and social change will be discussed.

The miraculous political transformation of South Africa in 1994 from the exclusive Apartheid ideology to an inclusive democratic system left the world astonished but at the same time left South Africans battling with the challenges of their new found peace and democracy. The dawn of the new democratic South Africa brought 30 million South Africans into the social system – South Africans who had been previously excluded from all sectors of society. This resulted in a negative social scenario and considerable social challenges. Challenges included poor health profiles, high levels of unemployment, a crime ridden society, low levels of literacy, marginalisation of women and youths-at-risk. As such, social re-engineering, reconstruction and development were fundamental values that underpinned and triggered all social actions (including sport and recreation provision) from 1994. The critical performance indicators of facilitating cultural harmony, constructive use of leisure time, improvement of health, strengthening of cultural values, empowering of communities, reconciliation, nation building and socio-economic upliftment, as well as the fight against the negative social scenario, have directed and motivated the use of sport as a trigger of social change and transition.

South Africa has one of the most liberal and modern constitutions in the world. The position of women is clearly defined within the constitution and resulting policy documents. South Africa is one of a few African countries with a 50% ratio of women in parliament and a female deputy President. According to the 2007 World Economic Forum Gender Gap Report, South Africa has the 18th smallest gender gap out of 115 countries. The Gap Report measures progress made in narrowing the inequality gap between men and women in primarily four areas: economic participation and opportunity; educational attainment; political empowerment; and health and survival. Within sport, the position of women and girls is emphasised through a specific priority area in the South African national policy on sport and recreation (White Paper on Sport and Recreation). Evidence, however, indicates a void between intention and practice in a sport context.

Benchmarking the position of women in sport in South Africa against the two criteria of 1) number of women in leadership positions in sport governing bodies; and 2) media coverage of female sport, indicates considerable inequality. Empowering women through leadership development holds a key to positively influencing their position not only in sport but also in social and educational outcomes and thus closing the gap between intention and practice. In the South African context, it was argued that empowering women at the grass roots level through sport leadership development could have the optimal leverage effect – a bottom-up approach to improve the position of girls and women in sport is favoured by South African role players through a number of nationally supported initiatives.

SIYADLALA is the isiZulu term for “lets play”, enforcing the national mission of “getting the nation to play”. The SIYADLALA project is South Africa’s initiative to get the nation to play, build communities and address social challenges. Although this national initiative is inclusive of all South Africans, the position of women and girls is emphasised in line with the national priority areas. Training and empowerment forms the basis of improving the position of women in sport in South Africa. Women are often the first point of contact of children in their sport experience. Women contribute to early childhood development at home and in schools through the little physical education still offered at school and in community sport and recreation clubs. The success of the SIYADLALA campaign depends on the quality and quantity of skills facilitators and drivers of the program to generate and achieve sustained momentum. It consists of equally important elements of participation and leadership and skills development. The skills development program strives to empower women and girls to manage sport and recreation at the grass roots level, with basic skills in sport administration, planning and presenting programs, creating a safe environment for participation and community development through sport. Sport as a social phenomenon thus has reciprocal influence on educational as well as health social justice outcomes. Although leadership skills are presented in a sport context, it is transferable and mobile to other areas of society, thus empowering women and girls to improve their position in society. Key performance indicators of sport’s impact on social change are taken as:

The majority of women and girls’ existence in Malawi requires high physical demands,
especially in the rural area.

Participation in sport amongst women is not a priority as the role of women is to organise the household. Most of these chores have to be done during the hours of daylight and little or no time remains for sport activities and facilities outside the city limits are non-existent.

The Malawi National Sports Council nevertheless recognised the importance of sport and physical activity for women and girls as well as its power to impact on social indicators. The National Act regulating the Malawi National Sports Council recognises the value of sport and physical activity for all Malawians. Unlike the bottom-up strategy of the South African SIYADLALA campaign, the Malawi National Sports Council elected to implement a top-down strategy through development of managerial leadership, not only aimed at women but also at men. It was realised that the concepts of empowerment through heightened self-esteem and greater female participation in community life are integral to social change through sport. By adopting this approach, the Malawi National Sports Council aims to generate significant female economic and social capital and diffuses the increased female capacity to lower social levels across Malawian sport. Four Malawian women involved in sport management were selected to spearhead the task of diffusing female sport empowerment across communities: Georgina Msowoya, Ruth Kekani, Suzanne Mbjere and Flora Mwandira.

The principle of African Solidarity prevailed and the University of Pretoria in South Africa (as a fellow Zone VI African country) was contracted through its Continuing Education Program to develop and present an accredited management development program of which 25% of the candidates were women. Management Development focuses on: Fundamental Sport Management; Facility and Event management; Sport Governance and Leadership Development; Sport Marketing and Entrepreneurship; and Sport Development. Although it is still a work in progress, feedback already indicates empowerment of women in this program.

The social, economic and political consequences of European colonial rule in Africa are still felt today. Although colonial powers understood the significance and power of sport as a trigger of social change, it has previously focused on males. This gendered dimension to the provision of sport in Africa undoubtedly strained the wider contribution of women to social change. The women of Africa are, however, strong. The value, role and contribution of women in building the human capital of Africa is now at last recognised and appreciated. The women of Africa have the potential to improve their position in and through sport, provided they are given access to equal education and development opportunities. Education and empowerment drive social change and opportunities should be relevant and appropriate to local conditions. If the encompassing aims of significant social change, namely that of transition from exclusion to inclusion, from invisibility to visibility, from ignorance and disrespect to acceptance and respect, from homogeneity to heterogeneity are to be realised and sustained in African female sport, relevant and social appropriate interventions are essential – interventions and initiatives that are innovative and not an imitation of interventions implemented elsewhere in the world that are inappropriate and irrelevant to female sport in Africa.