Media Objectification of Female Athletes

Introduction

Even if women’s sports have advanced, female athletes are still frequently presented more for their looks than their athletic accomplishments. For example, at the 2021 Olympics, coverage of female gymnasts frequently focused more on their bodies and clothing than their physical prowess. Three main topics are examined in this case study: how female athletes are objectified in the media, how viewers respond to this representation, and how this trend mirrors historical gender prejudices in sports media. This case study explores how media tactics perpetuate the persistent objectification of female athletes, which highlights larger societal issues about gender and power.

Media coverage objectifies female athletes more than male athletes

During broadcast Olympic coverage, Billings and Angelini (2007) discovered that sports commentators were more likely to make remarks about the physical attributes of female athletes than male players. According to Kane, LaVoi, and Fink (2013), rather than emphasizing athletic prowess, mainstream media frequently sexualizes female athletes to attract viewers. According to Bruce (2016), media outlets frequently depict female athletes in non-athletic stances, which perpetuates the notion that looks are more important than performance. Fink (2015) also discovered that the public’s impression of women’s sports as less competitive or serious is influenced by the excessive focus on femininity and beauty in sports media coverage.

According to this research, women’s athleticism is routinely marginalized in sports media, which perpetuates negative gender stereotypes by implying that women must adhere to beauty standards in order to be recognized.

Audience reaction to objectified portrayals of female athletes

According to research by Messner, Duncan, and Cooky (2003), when media coverage prioritizes beauty over athletic ability, viewers are less inclined to admire female athletes. According to Kim, Sagas, and Walker (2011), female viewers’ interest in women’s sports declined and their self-esteem suffered as a result of being exposed to objectifying sports media. Trolan (2013) talked about how male viewers frequently support objectification by choosing media that emphasizes the appearance of female athletes over their performances. According to Patterson and Spencer (2017), audiences react more favorably and with more respect when female athletes are shown with a focus on power and talent rather than sexuality.

Based on audience responses, objectified representations negatively impact women’s self-image and the public’s impression of women’s sports, which in turn limits the development and professionalization of women’s sports.

Media objectification of female athletes reflects broader gender biases in society

According to Cunningham (2008), the objectification of female athletes in the media is a reflection of social institutions that place more importance on attractiveness than skill. Media representations of female athletes have not changed much over the years, according to Capranica et al. (2005), suggesting a lingering systemic bias. Kian, Vincent, and Mondello (2008) showed that female athletes are still sexualized more frequently than their male counterparts, even in new media such as blogs and social media platforms. Cooky, Messner, and Hextrum (2013) noted that although women’s participation in sports has increased, their media coverage is still less extensive and of lower quality than that of men’s sports, which perpetuates inequality.

The persistent objectification of female athletes is a reflection of ingrained cultural prejudices that go beyond athletics, indicating that more extensive social reform is necessary for real advancement in women’s representation.

Conclusion

In addition to skewing the public’s perception of female athleticism, the objectification of women in sports media perpetuates societal gender inequality. By pointing out how media representations influence viewer opinions and reflect larger societal prejudices, it is made clear how important it is to challenge these myths in order to achieve equality in sports and other fields. We may more effectively promote media practices that prioritize ability, strength, and accomplishment over attractiveness by critically analyzing the objectification of female athletes.

Citations

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Capranica, L., Minganti, C., Billat, V., Hanghoj, S., Piacentini, M. F., Cumps, E., & Meeusen, R. (2005). Newspaper coverage of women’s sports during the 2000 Sydney Olympic Games: Belgium, Denmark, France, and Italy. Research Quarterly for Exercise and Sport, 76(2), 212-223.

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Messner, M. A., Duncan, M. C., & Cooky, C. (2003). Silence, sports bras, and wrestling porn: Women in televised sports news and highlights shows. Journal of Sport and Social Issues, 27(1), 38-51.

Patterson, L. B., & Spencer, N. E. (2017). What’s so funny about a snowman in a bikini? Heteronormativity, sexism, and mediated sports culture. Journal of Sport and Social Issues, 41(1), 5-26.

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