INTRODUCTION
Sports are frequently praised for encouraging self-control, cooperation, and empowerment. However, the objectification of women is a persistent and concerning problem that lies beneath the surface of physical competition. Female athletes are commonly presented in ways that prioritize their physical appearance over their athletic ability, whether in fan culture, advertising campaigns, or mainstream media coverage. In addition to undermining the skill and dedication of female athletes, this objectification perpetuates antiquated gender stereotypes that still influence how female athletes are viewed and handled.
Female athletes frequently face criticism for their appearance, clothing, or femininity, but male athletes are largely praised for their strength, strategy, and performance. Public recognition, endorsement agreements, and media coverage are all impacted by this disparity. Sponsorship opportunities frequently benefit individuals who are prepared to promote themselves in a sexualized manner, and female athletes may receive less coverage if they don’t meet traditional beauty standards. Because of this, the emphasis on looks may take precedence over athletic accomplishment, conveying negative messages to both athletes and spectators.
Beyond the field, this problem affects how young girls participate in sports and how society perceives women in competitive and physically strong roles. In addition to attaining gender equality in athletics, addressing the objectification of women in sports is crucial for changing cultural norms that still restrict women’s prospects and self-perception.
BIOS
Ashley Yi
My name is Ashley Yi. I was born and raised in Southern California and attended University of San Diego my freshman year of college and transferred to University of Colorado Boulder. I am a senior majoring in Strategic Communication with an emphasis in advertising and a minor in Business. I enjoy the outdoors, but definitely favor the beach. I grew up competitive dancing and I spend my free time hanging out with my friends and family.
Charlotte King
My name is Charlotte King. I was born and raised in the Bay Area, California, and moved to Colorado for college. I am now a senior here, majoring in Business with an emphasis in Marketing, minor in Sports Media, and certificate in the Business of Sports. I love to go to the beach, ski, and do fun workout classes with my friends in my free time.
Luke LLoyd
Hello I am Luke Lloyd, I was born and raised in Denver Colorado. I am currently a Junior here at the University of Colorado Boulder, Majoring in Communication and Minoring in Sports Media. I love the outdoors and enjoy skiing, climbing, hiking and pretty much every activity that you can do outside. Since I was little I have always played different sports, and in highschool I mainly played tennis and lacrosse.
CU SPORTS MEDIA PROJECT 