Analysis of Representation of Women in the Media

In recent years, the landscape of media representation for female athletes has transformed profoundly. It signifies a departure from historical stereotypes and constrained coverage. Biases traditionally marred the portrayal of women in sports media; their physical appearance precedes their athletic prowess – perpetuating notions that impeded recognition as serious competitors. Yet, with evolving societal attitudes towards gender roles—so too has there been an evolution in how the media depicts women involved in athletics. This essay probes into the historical context surrounding media representation for women in athletics, the shift towards a more equitable and empowering representation of women, and the impact of these changes on gender equality and sports culture.

Historical Context

Like the seventeenth-century anatomists' one-sex vision, the gender binary represents an ideology: a set of ideas that society members widely share. This ideology guides identities; it shapes behaviors and forms institutional frameworks. We regard our beliefs about men and women as gender ideologies—commonly held perceptions of what constitutes masculinity or femininity in both sexes. As we survey the world and delve into history, a universal gender ideology does not present itself; instead, we encounter an overwhelming variety of distinct gender ideologies. These perspectives illuminate that the conception of a gender binary is one of numerous ways to perceive and interpret gender (Lisa & Myra, 2022). People have always been gender biased for a long time, especially in professions that are perceived as men “dominated.” For instance, in athletics, females are viewed and portrayed as inferior to men.

Traditional gender norms and stereotypes historically contributed to the media's marginalization of female athletes, presenting them with challenges in achieving equal representation. Early portrayals prioritized femininity over athleticism, reinforcing a narrative where women participating in sports were anomalies instead of formidable competitors. Female athletes wrestled throughout most of the 20th century with narrow and limiting portrayals, a trend that persisted. For instance, a study by Salido-Fernade and Munoz-Munoz using Goffman's gender display framework scrutinized Sports Illustrated (SI) swimsuit issues' gendered depictions of female athletes and fashion models. The analysis revealed that both sportspeople and models featured in sexually suggestive poses. Fashion models often don a non-smiling, alluring expression; however, their counterparts in the hand display category, more active and frequently smiling, show no significant differences. This study suggests SI swimsuit issues may objectify female athletes (Salido-Fernánde & Muñoz-Muñoz, 2021). The spirit of sports contradicts this, and it advocates for a marketing approach that is more balanced and ethical: an argument in favor of fairness over competitiveness.

Enacted in 1972, Title IX marked a crucial turning point: it prohibited gender-based discrimination in educational programs--including sports (U.S. Department of Education, 2021). This legislation's role was pivotal; it not only increased opportunities for female athletes but also provided the foundation upon which we perceive today's evolving media representation. However, media portrayals still struggled to escape from stereotypical narratives despite this legislative milestone; they consistently lagged behind the progress.

The Shift

The 21st century has noticeably shifted towards more positive and diverse media representations of female athletes. Covering women's sports, encompassing significant events like the FIFA Women's World Cup and the Women's National Basketball Association (WNBA), boosts visibility and acknowledges their prowess. Additionally, social media platforms pivotally enable these athletes to dictate and share their narratives with the public directly; thus, they challenge traditional media storylines. Recognizing the marketability of female athletes, advertisers and sponsors pivot their focus towards championing these women's skills and achievements - a departure from the traditional emphasis on appearance.

Villalon and Weiller underscore the significance of platforms like Facebook and Twitter as avenues for people to voice opinions and engage with Olympic content. Furthermore, female athletes are no longer confined to the sidelines of sports coverage. Social media platforms have risen that enable direct connection between athletes and their audiences, a showcase for their personalities, training routines, and behind-the-scenes moments. This engagement plays a crucial role: it humanizes female athletes, providing an authentic representation of their lives. Arguably, the authors also illuminate instances of sexism; body shaming--as pervasive issues on social media. They explore the criticism that female athletes encounter regarding their appearance and behavior, shedding light on media coverage's inherent male privilege, hence showing how differently male and female athletes are treated on various platforms. They also advocate extending necessary changes throughout regular sports coverage (Villalon & Weiller-Abels, 2018). It is, therefore, essential for everyone to continue to support a more equitable and respectful representation of women in sports from all angles—not just during Olympic seasons but also within routine sportscasts.

Researchers have focused on the media coverage of women athletes during the Olympic games, particularly since the 2012 London Olympics. Notably, the United States significantly contributes to this research; its focus is analyzing various media channels ranging from traditional television and print to digital and social platforms. Research findings reveal a noteworthy trend: while coverage quantities for women athletes have undeniably increased—gender biases persist alongside enduring stereotypes. Both text and images still underrepresent women; evident disparities in athlete portrayal persist based on their gender and the sport they engage in (Kim & Sagas, 2014).

Impact on Gender Equality

Beyond sports, the evolving media representation of female athletes profoundly impacts gender equality: it challenges stereotypes and promotes diverse narratives. The pivotal role that media plays in breaking down gender barriers within sports and society at large cannot be overstated. This increased visibility not only inspires future generations of female athletes but also catalyzes a cultural shift, altering societal perceptions of women's roles within traditionally male-dominated domains. Societal perceptions are deeply intertwined with media representation, and positive portrayals of female athletes have the potential to challenge preconceived notions about gender roles. The ascension of women's sports icons like Serena Williams, Simone Biles, and Megan Rapinoe illustrates not only their ability to excel in athletics but also how society celebrates them for their achievements on-field.

In summary, the paradigm shifts in society's current view and valuation of women in sports emerge from interpretive transformations regarding media representations of female athletes. Persistent historical stereotypes and challenges notwithstanding, a discernible trajectory towards more positive and diverse portrayals exists. The media crucially reshapes societal perceptions; it fosters an inclusive sports culture by adapting to embrace stories from female athletes. The ongoing evolution of media representation plays a dual role: it serves as both a catalyst and mirror to progress, driving further advancements in gender equality across sports and other domains. Persistently adapting media platforms champion the narratives of female athletes; in doing so, they dismantle crucial barriers—an action that creates an environment propelling women competitively forward within athletics. Indeed, this is a substantial contribution towards fostering a more equitable and inclusive society.

References.

Kim, K., & Sagas, M. (2014). Athletic or Sexy? A Comparison of Female Athletes and Fashion Models in Sports Illustrated Swimsuit Issues. Gender Issues, 31(2), 123–141. https://doi-org.ezp.twu.edu/10.1007/s12147-014-9121-2

Salido-Fernánde, J., & Muñoz-Muñoz, A. M. (2021). Media Representation of Women Athletes at the Olympic Games: A Systematic Review. Apunts: Educación Física y Deportes, 146, 32–41. https://doi-org.ezp.twu.edu/10.5672/apunts.2014-0983.es.(2021/4).146.04

U.S. Department of Education. (2021). Title IX and Sex Discrimination. http://www.ed.gov/about/offices/list/ocr/docs/tix_dis.html

Villalon, C., & Weiller-Abels, K. (2018). NBC’s televised media portrayal of female athletes in the 2016 Rio Summer Olympic Games: a critical feminist view. Sport in Society, 21(8), 1137–1157. https://doi-org.ezp.twu.edu/10.1080/17430437.2018.1442206