Gender and Society
Sexism in the Media: Portrayal of Female Athletes in Media Coverage
Sexist portrayal of men's versus women's athletic events and sporting events has prevailed in the media for some time. Armstrong and Hallmark (1999) note that until very recently, women in profession NCAA Division I women's basketball teams, though popular, had received "virtually no television exposure" during key station segments; women also suffered unfavorable practice times and "hand me down uniforms" (p. 1). Perhaps no other area of media portrayal reveals as much gender inequality as the portrayal of women athletes. This is not because of a lack of interest in female sports necessarily. More and more women are participating in sports formerly considered male only. However the media portrayal or lack of adequate portrayal of women's events has contributed to the perceived lack of enthusiasm and interest in following women's events. The media utilizes sexist attitudes, language and images often when portraying women's sporting events, and these habits have contributed to the lack of popularity of women's sports. This idea is explored in greater detail below.
According to Armstrong and Hallmark, Zavoina (1999) visual imagery bombards our perception of what we see in the media, thus giving a false allusion of understanding and relationship. Media images come in a variety of forms, including photographs, illustrations and television media images. Media images that consistently portray male athletes in an inequitable fashion send the image that women athletes are not as competitive, interesting and valuable as male athletes, though this isn't the case. In contemporary society, a majority of individuals rely on the media as their source of feedback related to sports. Thus, if female athletes are portrayed in a less appealing or negative fashion, it is only reasonable to conclude that people in general will presume that women's athletic events are in fact less interesting and exciting than men's events.
Women college athletes in particular face much discrimination in the television and media frontiers. Title IX legislation was massed more than twenty four years ago, with the intention of "eliminating sports disparities" based on gender within the United States, yet the United States General Accounting Office recently documented that "a gap remains in overall opportunity between men's programs and women's program's" related to sports...
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