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Women's Sports Coverage
MEDIA COVERAGE OF WOMEN
A study of top newspapers in the United States found that stories focusing exclusively on men's sports outnumbered those focusing on women's sports by a ratio of 23 to 1.
The same study revealed that 92.3 percent of all photographs in the sports section were of men, while less than 5 percent of all the stories were devoted to women only.
Chicken or the egg?
The issue of media attention for women's sports is similar to the chicken-or-the-egg debate.
The central question is: Which will come first, media coverage or viewership?
One perspective: "Women's sports don't get media coverage because they aren't popular."
Another perspective: "How can women's sports get more popular? More media coverage."
SOME STATS ABOUT COVERAGE
In a 2016 study in the Newspaper Research Journal, Hans Schmidt found that over a 30-year span, The New York Times' sports coverage:
Focused on men's sports 86 percent of the time.
Focused on women's sports only 5 percent of the time.
Articles on women's sports were likely to be much shorter.
Another study found that while there was an increase in feature coverage of women's sports from 1980-1996, there was no significant change in the percentage of the coverage devoted to women's sports overall.
ISSUES IN SPORTS COVERAGE
Sports section gatekeepers determine content based more on their own sense about audience interests than on the audience itself.
Their sense about audience interest is driven, at least in part, by personal beliefs about women's sports.
A substantial percentage of editors have beliefs about women that would justify excluding them from coverage.
A substantial percentage of editors indicate some resentment of the law that protects women's sports.
DIFFERENT TYPES OF COVERAGE
A Sports Illustrated cover study found that from 2000-2011:
Women appeared on 4.9 percent of the 716 cover images in that span.
This percentage was worse than the percentage from 1954 to 1985 when the magazine first debuted (12.6 percent).
Of the 35 covers including a female from that span, only 18 of them (2.5 percent) featured a female as the primary or sole image.
WOMEN’S SPORTS ON TV
A research team conducted a study examining the amount of attention given to women's sports on television from 1989 to 2019.
The results demonstrated that women's sports lag far behind in coverage when compared to men's sports.
Their 2009 edition of the research found that just 1.3 percent of ESPN's SportsCenter was related to women's sports.
That number had climbed to 5.7 percent by 2019, but that still put it well behind the attention given to the men.
MORE STATS ABOUT COVERAGE
A University of South Carolina study found that women's sports make up just 5 percent of Tweets sent by local TV sportscasters.
Women's sportscasters were less likely to Tweet about women's sports than their male colleagues.
Broadcasters from smaller cities were more likely to Tweet about women's sports than those in larger markets.
Numbers are different for Olympics
Women actually receive more time during primetime broadcasts than men during the Olympics.
During the Tokyo Olympics in 2021, women's sports were shown during 57.95 percent of the time versus 42.05 percent for men's sports.
This trend continued for the 2022 Winter Olympics in Beijing.
In 2021 in primetime, there were 6.5 hours of women's action but less than two hours for the men.
In beach volleyball, men's games were on in primetime for five minutes while women were broadcast for 4 hours and 20 minutes.
Portrayal of Female Athletes
In addition to considering how often female athletes are covered, journalists must also consider how they are portrayed when they are covered.
SEXY OR SPORTY?
Due to the limited coverage of female athletes, any portrayal can be misrepresented.
Therefore, media coverage of women's athletics should be reported with a more conscious effort to avoid objectification.
Although sex sells in advertising and the media, it should not necessarily transfer over into the sports world.
Focus on Looks?
When women do get attention in sports, it is often not about their athletic achievements.
A simple web search of a term such as "women golfers" demonstrates the battle that these athletes face, as many of the top returned options include something along the lines of "20 hottest female golfers" or "most beautiful women in golf."
These athletes are often not getting attention for their play, but instead, are focused on their looks.
An ESPN article summed up the plight facing many women in sports: "If a female athlete wants to succeed in the endorsement game, she should be willing to trade on her body and her looks first, her athletic talent second.”
The implication was that companies and media outlets are interested in women sports stars who look a certain way and are not as interested in their athletic ability.
DIFFERENT TYPES OF COVERAGE?
Women receive less overall coverage.
Media research also has shown that women receive poorer quality of technical production in coverage.
Men’s sports are often produced in a more visually exciting way, including more graphics, and a diversity of shot types.
Sometimes the networks choose different shots and angles for coverage of women, especially in sports like beach volleyball and track and field.
TIPS TO GET SEXISM OUT OF COVERAGE
Descriptions of an athlete should not place emphasis on physical appearance.
Avoid framing athletes into categories such as negative vs. positive (criminal vs. hero). Dig deeper and go beyond fault lines.
Start by framing ideas and asking questions in ways that aren’t gender-driven. If you focus on gender first, then you’re not truly committed to telling great stories.
CHANGES IN TELEVISION?
Researchers suggest changes TV journalism can make to cover women more effectively. Those changes include:
Make concerted effort to devote 12-18 percent of total air time to women’s sports.
Present women’s sports stories in ways roughly equivalent in quality with the typical presentation of men’s sports.
This is both from a technical standpoint and an enthusiasm standpoint.
Hire and retain on-camera sports anchors that are capable and willing to do No. 1 and No. 2, including, obviously, more women.
MEDIA COVERAGE OF WOMEN
Studies consistently show a disparity in sports media coverage between men and women. For example, a study of top newspapers in the United States revealed that stories focusing exclusively on men's sports outnumbered those focusing on women's sports by a ratio of 23 to 1. This indicates a significant under-representation of women's sports in print media.
The same study highlighted visual disparities, noting that 92.3 percent of all photographs in the sports section featured men, while less than 5 percent of the stories were devoted exclusively to women. This skewed representation in both stories and visuals reinforces the marginalization of women's sports.
Chicken or the egg?
The debate over media attention for women's sports often resembles the classic chicken-or-the-egg dilemma: Which should come first, increased media coverage or greater viewership?
The core of this issue lies in two conflicting perspectives:
One perspective argues that women's sports receive less media coverage because they are not as popular as men's sports, suggesting popularity drives coverage.
Another perspective posits that women's sports struggle to gain popularity due to the lack of media coverage, implying that increased visibility is essential for growth.
SOME STATS ABOUT COVERAGE
A 2016 study in the Newspaper Research Journal by Hans Schmidt examined The New York Times' sports coverage over a 30-year period, revealing that approximately 86 percent of coverage focused on men's sports, while only 5 percent focused on women's sports. This demonstrates a long-standing imbalance in coverage.
Schmidt’s study also found that articles on women's sports were generally shorter than those on men's sports, suggesting a difference in the perceived importance or depth of coverage.
Another study indicated that although there was an increase in feature coverage of women's sports from 1980 to 1996, the overall percentage of coverage devoted to women's sports did not significantly change. This suggests that while there were some improvements, the fundamental disparity persisted.
ISSUES IN SPORTS COVERAGE
Sports section gatekeepers (editors, producers, etc.) often determine content based on their perceptions of audience interests, which may not accurately reflect the audience's actual preferences.
These perceptions are often influenced by personal beliefs about women's sports. If gatekeepers do not value women's sports, they may be less likely to cover them.
Research indicates that some editors hold beliefs that could justify excluding women from sports coverage, revealing how personal biases can affect coverage decisions.
Additionally, a percentage of editors have expressed resentment toward laws protecting women's sports, indicating potential resistance to gender equity in sports media.
DIFFERENT TYPES OF COVERAGE
A Sports Illustrated cover study from 2000 to 2011 found that women appeared on only 4.9 percent of the 716 cover images, which is lower than the percentage from 1954 to 1985 (12.6 percent). This indicates a decline in female representation on covers over time.
Of the 35 covers featuring a female athlete during that period, only 18 (2.5 percent) featured a female as the primary or sole image, suggesting that even when women are featured, they are often not the central focus.
WOMEN’S SPORTS ON TV
A research team tracked the amount of attention given to women's sports on television from 1989 to 2019, consistently finding that women's sports lag significantly behind men's sports in coverage.
A 2009 study revealed that only 1.3 percent of ESPN's SportsCenter coverage was dedicated to women's sports, highlighting the minimal attention given at that time.
By 2019, this number had increased to 5.7 percent, showing some improvement but still indicating a substantial disparity compared to the coverage of men's sports.
MORE STATS ABOUT COVERAGE
A University of South Carolina study found that women's sports make up only 5 percent of Tweets sent by local TV sportscasters, underscoring the limited digital promotion of women's sports even on social media platforms.
Interestingly, women sportscasters were less likely to Tweet about women's sports than their male colleagues, indicating potential internal dynamics affecting the promotion of women's sports.
Broadcasters from smaller cities were more likely to Tweet about women's sports than those in larger markets, suggesting that market size may influence the visibility of women's sports on social media.
Numbers are different for Olympics
During the Olympics, women receive more primetime broadcast coverage than men. This is a notable exception to the general trend.
For example, during the Tokyo Olympics in 2021, women's sports were shown during 57.95 percent of primetime broadcasts, while men's sports were shown during 42.05 percent of the time. This demonstrates a significant emphasis on women's sports during the Olympics.
This trend continued during the 2022 Winter Olympics in Beijing, reinforcing the pattern of increased coverage for women's sports during the Olympics.
In 2021, primetime coverage included 6.5 hours of women's events compared to less than two hours of men's events, illustrating the extent of the difference.
In specific sports like beach volleyball, men's games were shown for only five minutes in primetime, while women's games were broadcast for 4 hours and 20 minutes, indicating a deliberate choice to feature women's sports.
Portrayal of Female Athletes
The media's portrayal of female athletes is a critical issue. In addition to the frequency of coverage, it is essential to consider how female athletes are represented when they are covered.
SEXY OR SPORTY?
Due to the limited coverage of female athletes, any portrayal, whether positive or negative, can be disproportionately influential. This makes responsible and thoughtful reporting even more critical.
Media coverage of women's athletics should strive to avoid objectification by focusing on athletic achievements rather than physical appearance.
While "sex sells" in advertising and general media, this approach is inappropriate for sports coverage, which should prioritize athletic skill and performance.
Focus on Looks?
Often, when women receive attention in sports, it is not primarily about their athletic accomplishments. This misdirected focus undermines their athletic achievements.
A simple web search of terms like "women golfers" often yields results such as "20 hottest female golfers" or "most beautiful women in golf," highlighting the tendency to emphasize physical attractiveness over athletic talent.
Consequently, these athletes are frequently recognized more for their looks than for their sports performance, perpetuating a skewed perception of their value.
An ESPN article encapsulated the challenge many women in sports face, suggesting that success in endorsements often depends more on physical appearance than athletic ability. This implies that companies and media outlets prioritize a certain look over athletic talent when promoting women sports stars.
DIFFERENT TYPES OF COVERAGE?
Beyond receiving less overall coverage, media research indicates that women's sports often experience poorer quality in technical production. This can affect the viewing experience and perceived importance of the event.
Men’s sports are frequently produced in a more visually engaging manner, incorporating more graphics, diverse shot types, and advanced camera techniques. This enhances the spectacle and excitement for viewers.
There are instances where networks select different shots and angles for women's sports, particularly in sports like beach volleyball and track and field. These choices can sometimes sexualize or objectify the athletes, which is a point of contention.
TIPS TO GET SEXISM OUT OF COVERAGE
Descriptions of athletes should prioritize their athletic achievements and skills, avoiding unnecessary emphasis on physical appearance or irrelevant personal attributes.
Journalists should avoid framing athletes in simplistic categories, such as "negative vs. positive" or "criminal vs. hero." Instead, they should pursue deeper, more nuanced storytelling that goes beyond superficial characterizations.
When developing stories, start by framing ideas and asking questions in ways that are not inherently gender-driven. This approach ensures a commitment to telling great stories, irrespective of gender.
CHANGES IN TELEVISION?
Researchers recommend several changes that TV journalism can implement to cover women's sports more effectively. These changes are aimed at increasing both the quantity and quality of coverage.
Make a concerted effort to allocate 12-18 percent of total airtime to women’s sports. This benchmark aims to provide a more equitable representation.
Present women’s sports stories in a manner equivalent in quality to the typical presentation of men’s sports. This includes both technical aspects (camera work, graphics) and the enthusiasm of the presentation.
Hire and retain on-camera sports anchors