The representation of female athletes in online images of successive Olympics

Dianne Jones

57 citations0/0 files storedPacific Journalism Review – Te Koakoa

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Sports, Gender, and Society Gender, Feminism, and Media Media, Gender, and Advertising

Abstract

Photographs tell stories. They are ‘so much a part of our daily lives we rarely think about how they influence us and what that influence is’. Yet photographs, like other media images, can be used to legitimate the interests of hegemonic groups seeking to shape consensus or consent to existing social arrangements (Duncan, 1990, p. 22). A content analysis of 2004 Olympic Games coverage on the website of Australia’s national public broadcaster, ABC News Online, shows that images of female athletes outnumbered those of male athletes. However, in line with results from analysis of 2000 Olympics coverage on News Online, women competing in team sports received little recognition and females were frequently depicted as passive subjects rather than active competitors. Such under-representation for team players and stereotypical portrayals of sportswomen on News Online may instill in its news audiences the belief that women’s sports are less powerful, less interesting and thus separate and different from men’s sports.

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References

1991Mass Media Research: An Introduction 2000The Microscope and the Moving Target: The Challenge of Applying Content Analysis to the World Wide Web 1990Sports Photographs and Sexual Difference: Images of Women and Men in the 1984 and 1988 Olympic Games 1991An Analysis of Sports Illustrated Feature Articles, 1954–1987 1999A Descriptive Analysis of NBC’s Coverage of the Centennial Olympics 1999Pretty Versus Powerful in the Sports Pages 1984Fair Treatment for the Active Female: A Content Analysis of Young Athlete Magazine 2002The Framing of Sexual Difference in SI for Kids Editorial Photos

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