2. DAY ONE
Females are socialized to think
of sports as a male pastime.
Instead given dolls and
dressed in pink. Sports and
masculinity become
synonymous[1]
Photo Source: Clipart Kid
4. The Impact of Media on
the Continuation of
Gender Inequality in
Sport.
Photo Source: Clipart Kid,Generation Media
Ltd.
5. HOW DOES MEDIA REINFORCE?
SEXUALIZATION TRIVIALIZATION
UNDER-
REPRESENTATION
Photo Source:IconFinder
6. From 15 years of Sports Illustrated Swimsuit
Edition Issues, little difference was found
between the featured athletes and models in
terms of sexual portrayal.[2]
Photo: Emmanuelle Hauguel/SPORTS ILLUSTRATED
8. ANNA KOURNIKOVA
She is one of the most reported on
female tennis players. Media
coverage for the 2004 Wimbledon
was shown to reference her
boyfriend, family life and night life
habits. Her skill was rarely
mentioned.[4]
“Young Lady”
“Pretty”
“Seems very
emotional today”
9. WHAT IT MEANS TO BE A WOMAN:
“Woman first, athlete
second”
70% of elite female
athletes would
rather highlight
their athletic
competence than
their femininity [5].
Photo Source:ClipArt Kid
10. CASTER SEMENYA
Caster Semenya is a
two-time olympic
champion.She was forced to
undergo gender testing due
to her “deep voice” and
“muscular build”.She was
found to have naturally high
testosterone levels.
Photo Credit:Gregio Borgia / Anja Niedringhaus
11. U.S. Print Media shaped the
controversy around Semenya’s
“true” sex and “medicalized”
debates about sex testing.[6]Where is
the discussion on whether Michael
Phelp’s disproportionate arm span is
an “unfair advantage”?
SHAPING THE STORY:GOOD BUT NOT TOO GOOD
Photo Source: Fairport Track &
Field
12. FIFA WORLD CUP
More than one billion expected
viewers for Women’s FIFA World
Cup[7], more than ever before
yet…. Photo Source: Wordpress
13. AIRTIME
Only 2% of airtime on
SportsCenter is given to
female sports. 81.6% of
coverage is dedicated to
women’s basketball. [7]
Photo Source:The Big Lead
14. WHO?
In a women’s sporting
event, gender marking
occurs on average, 27.5
times.[8] Unlike men’s
events, commentators
use more adjectives
than names as
descriptors
Photo Source: Getty
15. ON PAR
Prize money for the 2014
PGA Tour was over $340
million, ive times more
than the prize money of
the 2015 LPGA Tour.[9]
Photo source:ClipArtFest
17. The SolutionTeens and young
adults rarely sit
through an entire
game.Younger
audiences’ tv viewing
habits have
decreased by 33%[10] Female leagues and
teams should look to
increase owned media
presence to build
consumer
relationships and
drive earned media [11]
18. Objectification of women
in advertising doesn’t
result in engagement in
female sports. Women
control 70-80% of
consumer purchases.
Time for marketers to
realize where the power
lies.[12]
Photo Source:Under Armour
19. CITATIONS
1.Eoin J. Trolan, “The impact of the media on gender inequality within sport”, Social and
Behavioural Sciences (2013):215-227
2.Kayoung Kim, Michael Sagas, & Nefertiti A. Walker, “ Replacing Athleticism with
Sexuality: Athlete Models in Sports Illustrated Swimsuit Issues”, International Journal of
Sport Communication (2011):4
3. Sydney Eve Matrix, “Print Media”, Module 3: Lecture 2
4. John Vincent, “ Game, Sex and Match: The Construction of Gender in British
Newspaper Coverage of the 2000 Wimbledon Championships”, Sociology of Sport Journal
(2004)21: 435-456
5.Janet S. Fink, Mary Jo Kane, & Nicole M. LaVoi, “ The Freedom to choose: Elite female
athletes’ preferred representations within endorsement opportunities”, Journal of Sport
Management (2014)28,2:202-219
6.Cheryl Cooky, Ranissa Dycus, Shari L. Dworkin, “ ‘What Makes a Woman a
Woman?’Versus ‘Our First Lady of Sport’ ”, Journal of Sport and Social Issues (2012)37:1
7.Marcie Bianco, “There is less women’s sports coverage on TV news today than there
was in 1989”, Quartz (June,2015)
8. Joshua A. Senne, “ Examination of Gender Equity and Female Participation in Sport”,
The Sport Journal (2016)
9. Keith Breene, “ This is how the gender gap works in sport”, World Economic Forum
(March,2016)
10.David Shoalts, ”Viewing Sports on Television in decline among younger fans, study
finds”, Globe & Mail (August,2015)
11.Shea Bennett, “Paid, Owned and Earned Media: What’s the Difference?”, AdWeek
(August,2014)
12.Katie Richards, “Why Brands are Finally Choosing More Female Athletes for Big
Endorsement Deals”, AdWeek(September,2015)
![DAY ONE
Females are socialized to think
of sports as a male pastime.
Instead given dolls and
dressed in pink. Sports and
masculinity become
synonymous[1]
Photo Source: Clipart Kid](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)