As we move into the 21st century, sport appears to be everywhere. Across the world, billions of viewers tune into television broadcasts of global events like the Olympic Games and soccer or rugby world cups. In New Zealand we can access a smorgasbord of media coverage of sport via television, radio, newspapers, magazines, the internet and even mobile phones. We have news, live sport, talk-back, previews and reviews, comedy and game shows, video games and fantasy sport competitions. Sport appears on free-to-air stations like TV1, TV3, Prime and Maori TV and via pay-TV on Sky’s range of dedicated sports channels. We are enveloped in mediasport, a term that encompasses any media coverage that appears in the mainstream mass media. Yet the overwhelming male focus of this coverage is seldom questioned. The association between sport and masculinity is so taken for granted that few people challenge the fact that media
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