Racing for Representation: A Visual Content Analysis of North American Running Magazine Covers

Abstract

The covers of running magazines are powerful ideological tools, and the individuals featured on covers shape broader public perception of who belongs in running. To examine representation, this study analyzed 285 images of athletes on the covers of three popular North American running magazines over an 11-year period (2009–2019). Through a visual content analysis of cover photos and the use of intersectional feminist theory as a framework, we found disparity in the representation of racialized athletes in comparison to non-racialized athletes, as well as an overrepresentation of female athletes in comparison to their male counterparts. We argue that in order to challenge dominant understandings of who can rightfully and safely participate in running, it is essential to increase the images of racialized people on magazine covers.

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