Sports Media
Women in Sports Media
Academic Level at Time of Presentation
Senior
Major
Public Relations
Minor
Sports Communications
List all Project Mentors & Advisor(s)
Dr. Melony Shemberg
Presentation Format
Event
Abstract/Description
Women in Sports Media
Opening Statement: Despite groundbreaking achievements by female athletes and journalists alike, the world of sports media continues to perpetuate gendered stereotypes, with women often sidelined or objectified in favour of male-centric narratives.
Thesis Statement: This paper examines how the portrayal of women in sports media reinforces traditional gender roles and contributes to the marginalization of female athletes, using feminist media theory to analyze how these representations shape public perceptions and limit opportunities for women in the industry.
Discussion of Media/Communication Theory: Feminist media theory offers a critical lens to understand the systemic inequalities women face in sports media. By analyzing how gender norms are constructed and reinforced through media representations, feminist theory helps to frame this paper’s exploration of how female athletes are both sexualized and trivialized. At the same time, their male counterparts are portrayed as strong, skilled, and dominant. The theory will provide insights into how these portrayals affect the professional landscape for women in sports and shape broader societal attitudes toward gender roles in athletic contexts.
Body of the Paper:
Research consistently highlights the underrepresentation of women in sports journalism, both in terms of the number of female journalists in the industry and the focus of their coverage. This gender imbalance perpetuates a male-dominated narrative in sports media and contributes to the ongoing marginalization of female athletes. One significant area of underrepresentation is in the media coverage of major sporting events such as the Olympics or professional leagues like the NBA, NFL, and even FIFA World Cup. Historically, the attention given to female athletes has been disproportionate compared to their male counterparts. For example, during the 2016 Summer Olympics in Rio, research revealed that media coverage of male athletes made up approximately 70% of the total sports coverage, while only 30% was allocated to female athletes, despite women's teams often achieving superior results (Cooky, Messner, & Musto, 2015). Even when women’s sports are covered, the media frequently emphasizes their appearance or personal lives rather than their athletic achievements. For instance, female athletes have been depicted in poses or attire that sexualize them rather than showcase their skills, with studies demonstrating that a large percentage of images of women athletes focus on their bodies in suggestive ways. This shows how male athletes are presented, where the focus is primarily on their strength, skill, and accomplishments. Professional sports leagues further illustrate this imbalance. For example, in sports like basketball, the NBA garners significantly more media coverage than the WNBA, even though the latter has grown in popularity and skill. Male athletes are celebrated for their athleticism, grit, and leadership, while female athletes in the WNBA often have their achievements overshadowed by discussions about their looks or off-court behaviour.
“Recommendations”
By advancing these recommendations, the sports media field can become a more inclusive space for female athletes and sports journalists.
One of the most pressing issues is the underrepresentation of women in sports journalism. Future research should explore strategies to increase the number of female sports journalists and leaders within media organizations. Studies could examine initiatives that promote diversity hiring, mentorship programs for aspiring female sports journalists, and organizational policies that support women's career advancement in sports media roles.
A critical gap in the literature is the lack of in-depth analysis of how media organizations can foster more equitable coverage of women’s sports. Recommendations for future research include investigating the effectiveness of media campaigns and initiatives aimed at increasing visibility for women’s sports leagues and events. Studies could also explore how changing newsroom culture and diversifying editorial teams could result in more balanced coverage between men’s and women’s sports.
“Conclusion”
This paper explored the representation of women in sports media, emphasizing how traditional gender roles and stereotypes continue to influence media portrayals of female athletes. The central thesis argued that the marginalization and sexualization of women in sports media not only reinforce harmful gender norms but also limits opportunities for female athletes and sports journalists. Through the lens of feminist media theory, this research demonstrated how these representations contribute to broader societal perceptions of gender in sports. The main points of this research focused on historical representation, women in sports media who have historically been relegated to supporting or secondary roles, with an emphasis on femininity and appearance over athletic skill. Sexualization and objectification, female athletes continue to be sexualized and objectified in media portrayals, overshadowing their athletic achievements and reinforcing traditional gender roles. Underrepresentation in journalism, the lack of women in sports journalism and leadership roles perpetuates a male-dominated narrative in sports media, limiting diverse perspectives and equitable coverage. Recommendations for progress, increasing female representation in sports journalism, promoting equitable coverage, addressing the sexualization of female athletes, and exploring the role of self-representation through social media are essential steps toward a more inclusive and fair portrayal of women in sports media.
By addressing these issues, both the media industry and the broader public can begin to shift perceptions of female athletes, elevating their contributions to sports and breaking down long-standing gender barriers in sports media representation.
Fall Scholars Week 2024 Event
Sports Media Research Projects (JMC 384)
Women in Sports Media
Women in Sports Media
Opening Statement: Despite groundbreaking achievements by female athletes and journalists alike, the world of sports media continues to perpetuate gendered stereotypes, with women often sidelined or objectified in favour of male-centric narratives.
Thesis Statement: This paper examines how the portrayal of women in sports media reinforces traditional gender roles and contributes to the marginalization of female athletes, using feminist media theory to analyze how these representations shape public perceptions and limit opportunities for women in the industry.
Discussion of Media/Communication Theory: Feminist media theory offers a critical lens to understand the systemic inequalities women face in sports media. By analyzing how gender norms are constructed and reinforced through media representations, feminist theory helps to frame this paper’s exploration of how female athletes are both sexualized and trivialized. At the same time, their male counterparts are portrayed as strong, skilled, and dominant. The theory will provide insights into how these portrayals affect the professional landscape for women in sports and shape broader societal attitudes toward gender roles in athletic contexts.
Body of the Paper:
Research consistently highlights the underrepresentation of women in sports journalism, both in terms of the number of female journalists in the industry and the focus of their coverage. This gender imbalance perpetuates a male-dominated narrative in sports media and contributes to the ongoing marginalization of female athletes. One significant area of underrepresentation is in the media coverage of major sporting events such as the Olympics or professional leagues like the NBA, NFL, and even FIFA World Cup. Historically, the attention given to female athletes has been disproportionate compared to their male counterparts. For example, during the 2016 Summer Olympics in Rio, research revealed that media coverage of male athletes made up approximately 70% of the total sports coverage, while only 30% was allocated to female athletes, despite women's teams often achieving superior results (Cooky, Messner, & Musto, 2015). Even when women’s sports are covered, the media frequently emphasizes their appearance or personal lives rather than their athletic achievements. For instance, female athletes have been depicted in poses or attire that sexualize them rather than showcase their skills, with studies demonstrating that a large percentage of images of women athletes focus on their bodies in suggestive ways. This shows how male athletes are presented, where the focus is primarily on their strength, skill, and accomplishments. Professional sports leagues further illustrate this imbalance. For example, in sports like basketball, the NBA garners significantly more media coverage than the WNBA, even though the latter has grown in popularity and skill. Male athletes are celebrated for their athleticism, grit, and leadership, while female athletes in the WNBA often have their achievements overshadowed by discussions about their looks or off-court behaviour.
“Recommendations”
By advancing these recommendations, the sports media field can become a more inclusive space for female athletes and sports journalists.
One of the most pressing issues is the underrepresentation of women in sports journalism. Future research should explore strategies to increase the number of female sports journalists and leaders within media organizations. Studies could examine initiatives that promote diversity hiring, mentorship programs for aspiring female sports journalists, and organizational policies that support women's career advancement in sports media roles.
A critical gap in the literature is the lack of in-depth analysis of how media organizations can foster more equitable coverage of women’s sports. Recommendations for future research include investigating the effectiveness of media campaigns and initiatives aimed at increasing visibility for women’s sports leagues and events. Studies could also explore how changing newsroom culture and diversifying editorial teams could result in more balanced coverage between men’s and women’s sports.
“Conclusion”
This paper explored the representation of women in sports media, emphasizing how traditional gender roles and stereotypes continue to influence media portrayals of female athletes. The central thesis argued that the marginalization and sexualization of women in sports media not only reinforce harmful gender norms but also limits opportunities for female athletes and sports journalists. Through the lens of feminist media theory, this research demonstrated how these representations contribute to broader societal perceptions of gender in sports. The main points of this research focused on historical representation, women in sports media who have historically been relegated to supporting or secondary roles, with an emphasis on femininity and appearance over athletic skill. Sexualization and objectification, female athletes continue to be sexualized and objectified in media portrayals, overshadowing their athletic achievements and reinforcing traditional gender roles. Underrepresentation in journalism, the lack of women in sports journalism and leadership roles perpetuates a male-dominated narrative in sports media, limiting diverse perspectives and equitable coverage. Recommendations for progress, increasing female representation in sports journalism, promoting equitable coverage, addressing the sexualization of female athletes, and exploring the role of self-representation through social media are essential steps toward a more inclusive and fair portrayal of women in sports media.
By addressing these issues, both the media industry and the broader public can begin to shift perceptions of female athletes, elevating their contributions to sports and breaking down long-standing gender barriers in sports media representation.