I+Support+Women+in+Sport.+Do+you?

Name: Karen Topp

Student No: N8300313

Tutor Name: Katie Page

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"I Support Women in Support" Launch Celebration The Latest WH Video [|http://au.lifestyle.yahoo.com/womens-health/#fop] Please note: there is more than one video on the Women's Health Magazine site. I have analysed the Launch Celebration clip.

**__ARTEFACT __**

This video clip covers an official campaign launch by Women’s Health Magazine in Australia to raise the awareness and participation of women in sport and physical activity in Australia. The campaign is titled, “I Support Women In Sport.” Speakers at the event include the Governor-General of Australia, the Federal Minister for Sport along with sporting and media identities. Excerpts are played from conversations with official guests commenting on the issue of women in sport.

The campaign is aimed at encouraging 100,000 people to pledge support for women in sport, through active participation or attendance at women’s sporting events. Women’s Health Magazine is using their resources and media position to raise the profile of elite female athletes and encourage participation in physical activity at the grassroots level. This event was held at the Sydney Cricket Ground, which is an interesting choice of venue given it is well known for hosting men’s cricket and football events.

**__PUBLIC HEALTH ISSUE __**

Participation in sport and physical activity for women has been identified in the media and literature as an important issue in society. Participation in physical activity is one strategy identified to minimise the likelihood of chronic health diseases and the associated burden on the health care system. It has been shown that women also benefit from the sense of sense of self-esteem, self-worth and empowerment gained from regular physical activity. Women’s sport currently receives limited air time as noted in the Australian Sports Commission Report, Towards a Level Playing Field (2009). Few of the commentators presenting sport are female. Increasing televised coverage of women’s sport and utilizing female broadcasting voices provides positive role models to encourage girls and women to enjoy the many benefits of regular physical activity. Language is another important element of media coverage. Consideration will be given to whether language impacts on participation in physical ac tivity. This discussion will examine relevant literature in relation to the issues women in sport are facing and how this is influenced by societal views and actions.

**__LITERATURE REVIEW __**

What we watch provides powerful images. What we hear while we are watching colours our interpretation of those events. What messages do we currently receive regarding women participating in physical activity and sporting events?

Sport fulfills one role as entertainment within modern society, along with many others. In the research report undertaken by Lumby, Caple and Greenwood (2010) in conjunction with the Australian Sports Commission, it was found that male sport occupies 81% of non-news television programming whilst women’s sport occupies 7% of the same market. Dedicated sports channels influence these figures. Messner, Duncan and Cooky (2003) investigated the impact on audiences of sporting content within news, sporting broadcasts and sporting highlights shows. The research paper found the content and length of time devoted to broadcasts related to sport influenced viewer perceptions regarding the importance of sporting events. When male sporting events receive significantly higher levels of coverage and fill more content of news programs as compared to female events, this has a negative influence on the viewer. The disparity in coverage of women’s sporting events in the mass media combined with an often low quality of coverage positions women’s sport as less interesting and female athletes less capable than their male counterparts (Hardin & Whiteside, 2009).

Sporting stars are often referred to in the media as role models. Meier and Saavedra (2009) describe a role model as one who inspires others by illustrating their success achieved through their choices, behaviours and actions. They investigated the influence of a successful Zambian female boxer who has been positively portrayed in the media within her own country. In a country where girls stopped playing sport at 18 and boys at 21, it was felt this victorious role model had changed perceptions through demonstration of athletic skills and abilities combined with achieving successful goals. Positive role models extend to those women in sporting roles such as journalists, administrators, coaches and trainers along with successful athletes. Hearing and seeing successful females in the sporting environment encourages more women to believe it is possible to participate in physical activity.

Schmalz and Kerstetter (2006) suggest children as young as two display gendered behaviours while sport is often presented as being gender neutral, masculine or feminine. Schmalz and Kerstetter (2006) in their report identified masculine sports as those involving aggression, bodily contact and face-to-face action, an example of which is rugby. In contrast, feminine sports were described as the opposite, lacking face-to-face competition, or overt aggression; dance and gymnasics are examples. Research interviews were conducted with 8-10 year old children regarding their perceptions of participation in sport related to gender. Boys were more likely to choose masculine sports with girls more likely to choose feminine sports or choose not to participate. Findings suggest children learn gender stereotypes around sport participation from the media, community and family and friends.

Messner, Dunbar and Hunt (2000) conducted research which found 8-17 year old children were avid consumers of media coverage of sports. They found girls do watch sports through the media, however boys are more likely to watch highlight shows than event broadcasts. Boys interpreted these highlight reels and constructed a view of masculinity that was limited around violence, aggression, race, gender and consumerism. This may be linked to the findings that the majority of sporting broadcasters were white males. Messner, Duncan and Cooky (2003) found that 96.5% of sports commentators in their sample group were men. On those occasions when a female voice was part of commentary, this was often in a stereotypical sexy role, rather than as a voice of authority and expertise. The Australian Sports Commission Report (2010) identified in Australia, of the 250 sporting journalists, one quarter were female. When the figures were further broken down to reporting on women’s sport, only one in every five journalists was female. Children form their view of gender based roles from what they see and hear around them.

According to Parker and Fink (2008), the language used by commentators to capture the attention of the audience frames the images being viewed. It is designed to assist the viewer in interpreting and making sense of the action. Language used provides information and adds drama to the action being watched. They offer their own expert views and opinions blended with historical and objective information. Desmaris and Bruce (2010) suggest that stereotypes are distributed through mass media coverage of sporting events. Commentators are usually working on live sporting broadcasts and as such it is often difficult to retract or rectify a statement made in error. Presenting views and opinions using stereotypical language minimizes risks for commentators during a broadcast.

When considering the literature, a picture is emerging that sports broadcasting has a major impact on the viewing audience. When further considering the influence that language during commentary has on this audience, and that children are a major part of that viewing audience, it is important to ensure positive female role models are involved in media coverage. Cooky (2009) suggests that girls will benefit from exposure to sports and to positive role models. Improved academic performance, self-esteem, self-worth and empowerment are all positive benefits of exposure to and opportunities to participate in sports and physical activity. This is further supported by Meier and Saavedra (2009) in describing the “ripple effect” that positive role models can have by firstly inspiring individuals and then the message diffusing throughout society.

Positive role models may be instrumental in changing stereotypes regarding participation in sport and physical activity. Increasing sporting coverage for women’s sport and increasing number of female expert voices in commentary influences gender stereotyping by demonstrating participation is possible and positive gains in health and wellbeing are possible.

**__CULTURAL AND SOCIAL ANALYSIS __**

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">When considering the issue of women in sport as it currently stands, it is important to look at it from historical and cultural point of view. Sport has historically been male dominated and considered an arena to solidify masculine traits. In contrast, women were discouraged from being physical active, or engaging in strenuous sporting activities (Harrison & Secarea, 2010). Women started to participate in physical activities in the late 19th Century. Since that period, women have progressively increased their participation in physical activity and are continuing to make steps forward in being accepted as legitimate athletes. Laws and legislation such as the Olympic Charter, Title IX in the United States (1972) and the Brighton Declaration on Women and Sport signed in Australia in 1994 have all had an impact on increased female participation in sporting activities (Brown & Connolly, 2010). However, societal stereotypes are much slower to change and questions continue to be asked as to whether female sporting participation has increased.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Societal constructs have manufactured ideals of femininity and masculinity. Masculinity is often identified as the traits of strength, self-control, aggressiveness, discipline, fearlessness and competitiveness. In contrast, femininity has been described as beauty, passivity, grace, emotion and expression (Angelini, 2008). Roth and Basow (2004) further support the view that femininity is socially constructed and evident in behaviours of females including diet, exercise, hair removal and cosmetics to fit with society’s stereotype of attractive femininity. They argue that there are many benefits to sporting participation including gaining confidence, experiencing physical release and enjoyment, security and the opportunity to change society’s sexual script. Daniels (2009) refers to the sociocultural impact of media presentation of body image for females. Media can provide both positive and negative images. Images depicting athleticism, strength and skill contribute value and power, whilst sexualized images devalue female athletic worth and reinforce patriarchal stereotypes. This feminist viewpoint supports the notion that positive sporting role models have the power for women to positively improve their status within society. Choosing how to manage their own body and its construction by connecting esteem and self-worth to their participation in physical activity contributes positively.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">When considering social theory regarding language, it has been identified as is a tool utilized within society to facilitate communication and understanding of common events. Mead (as cited in Ransome (2010)) describes language as a highly structured, socially constructed series of signs and symbols including vocal gestures practiced though learnt rules and conventions. It provides a narrative with the intention of "conveying a sense of meaning to others.” Language is an active tool that describes a relationship between words and signs bound by rules that enable society to make sense of and assign a reality within our environment. When considering the literature review (Desmaris & Bruce, 2010 and Messner, Duncan & Cooky, 2003) regarding the amount of sporting coverage televised through mass media and the language used by sports commentators during this coverage, the way in which society interprets and comprehends these messages contribute to the social construction of female participation in sport. When considering the research of Messner, Duncan and Cooky (2003) where they identified sports commentary as being 96.5% dominated by white males in positions as experts, and the language used, contributes to stereotypical views that sport is a man’s world. Further consideration is therefore necessary when exploring the current lack of female sports commentators and how this contributes to the current reality of female sporting participation rates (Messner, Dunbar & Hunt, 2000).

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">At a time when debate continues regarding levels of participation for females in physical and sporting activities it is important to consider all of the sociocultural elements that have an impact. This has been considered by reviewing current literature. It has been possible to identify the many benefits to individuals and the positive flow-on to society from female sporting participation with its associated health benefits. The Australian Government through the Australian Sports Commission has a number of programs in place to encourage women to participate and be involved in sports. These programs include “//Play for life …join a sporting club//” along with Sports Leadership Scholarship opportunities and other initiatives to encourage participation in <span style="font-family: 'Times New Roman',serif; font-size: 12pt;">varied sporting roles. Changing sociocultural views on gender stereotyping, language, media coverage and language require positive messages and role models for the “ripple effect” to spread throughout society.

**__<span style="font-family: Georgia,serif; font-size: 16pt;">ANALYSIS OF ARTEFACT __**

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">This literature and cultural anaylsis has considered the current standing of women within the sporting area. More particularly, it has considered the importance of women being seen and heard in media roles. The launch of the “I Support Women in Sport” campaign has utilized many prominent female and male political and sporting figures to spread the message regarding the positive impact that sport and physical activity can have for women in society. Sporting participation has been shown in the literature to provide many positive benefits for individuals when considering self-esteem, self-confidence and value along with health benefits by decreasing likelihood of chronic health diseases in the future. Reducing chronic health diseases for women decreases the burden on the health care system within society.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">I see this campaign as a positive step taken by a section of the media, run by females, aimed at females and engaging both female and male role models to advocate positively the importance of participation and appreciation of women’s sport. Adding a positive message to the benefits of participation enhances the health and wellbeing of society as a whole.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">I have been involved in sport all my life and was less aware of the difficulties facing women in different cultures and environments; I have not appreciated the impact of lack of opportunity, or lack of resources which limit female participation. I have always watched available media coverage of female sporting events and believed sport is available to all. I have been actively encourage to participate in sporting activities in a variety of roles. I have benefited from access to resources and opportunities to participate and have learnt many life lessons while doing so. I continue to participate in sport and physical activity myself and in many roles working with other people.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">I am often frustrated by the lack of coverage of female sporting events. My attention has now been drawn to the negative messages facing many women. It has reinforced and expanded my knowledge on how I can contribute in a positive way. It has further cemented my belief it is important women have access to, participate in and are encouraged to develop skills in physical and sporting activities. I support women in sport, do you?


 * __<span style="font-family: 'Times New Roman',serif; font-size: 14pt;">REFERENCES: __**

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Angelini, J. R. (2008). Television Sports and Athlete Sex: Looking At the Differences in Watching Male and Female Athletes. //Journal of Broadcasting & Electronic Media//, //52//(1), 16-32.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Arbib, M., Federal Minister for Sport (2011). Speech at Launch of “I Support Women in Sport” Campaign. []

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Australian Sports Commission. []

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Billings, A. C., Halone, K. K., & Denham, B. E. (2002). "Man, That Was a Pretty Shot": An Analysis of Gendered Broadcast Commentary Surrounding the 2000 Men's and Women's NCAA Final Four Basketball Championships. //Mass Communication & Society//, 5(3), 295-315

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Brown, K.J. & Connolly, C. (2010). The role of law in promoting women in elite athletics: An examination of four nations. //International Review for the Sociology of Sport 45// 3.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Bryce, Q., Governor-General of the Commonwealth of Australia (2011). On the occasion of campaign launch of Australian Women’s Health Magazine: I support women in sport. <span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Sydney Cricket Ground. []

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Claringbould, I. & Knoppers, A. (2008). Doing and undoing gender in sport governance. //Sex Roles,// 58 81-92

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Cooky, C. (2009). “Girls just aren’t interested”: the social construction of interest in girls’ sport. //Sociological Perspectives, 52//(2) 259-284.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Daniels, E.A. (2009). Sex Objects, Athletes, and Sexy Athletes : How Media Representations of Women Athletes Can Impact Adolescent Girls and College Women. //Journal of Adolescent Research, 24// 399,

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Davis N.W. & Duncan, M.C., (2006). Sports knowledge is power: reinforcing masculine privilege through fantasy sport league participation. //Journal of Sport & Social Issues 30// (3) 244-264.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Desmaris, F. & Bruce, T. (2010). The power of stereotypes: anchoring images through language in live sports broadcasts. //Journal of Language and Social Psychology, 29// 338.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Fink, J. (2008). Gender and Sex Diversity in Sport Organizations: Concluding Comments. //Sex Roles////, 58//(1/2) 146-147.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Hardin, M., & Whiteside, E. (2009). Sports reporters divided over concerns about Title IX. //Newspaper Research Journal, 30//(1) 58.

<span style="font-family: 'Times New Roman',serif;">Harrison, L., & Secarea, A. M. (2010). College Students' Attitudes Toward the Sexualization of Professional Women Athletes. //Journal of Sport Behavior//, 33(4) 403-426.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Koivula, N. (2001). Perceived Characteristics of Sports Categorized as Gender-Neutral, Feminine and Masculine. //Journal of Sport Behavior////, 24//(4) 377.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Lumby, C., Caple, H. & Greenwood, K., (2010). Towards a Level Playing Field: Sport and Gender in Australian Media, January 2008-July 2009, //Australian Sports Commission.//

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Meier, M. & Saavedra, M. (2009). Esther Phiri and the Moutawakel effect in Zambia: an analysis of the use of female role models in sport-for-development. //Sport in Society, 12//(9) 1158-1176.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Messner, M.A., Dunbar, M. & Hunt, D. (2000). The televised sports manhood formula. //Journal of Sport and Social Issues, 24// 380.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Messner, M.A., Duncan, M.C. & Cooky, C. (2003). Silence, sports bras, and wresting port: women in televised sports news and highlights shows. //Journal of Sport and Social Issues, 27// 38.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Ordman, V.L., & Zillmann, D. (1994). Women Sports Reporters: have they caught up? //Journal of Sport and Social Issues 18//(66)

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Parker, H. M, Fink, J.S., (01/01/2008). "The Effect of Sport Commentator Framing on Viewer Attitudes". //Sex roles//, 58 (1), 116.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Ransome, P., (2010). Social Theory for Beginners. The Policy Press, UK.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Roth, A. & Basow, S.A., (2004). Femininity, sports and feminism: developing a theory of physical liberation. //Journal of Sport and Social Issues 28,// 245.

<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Schmalz, D.L. & Kerstetter, D.L., (2006). Girlie girls and manly men: children’s stigma consciousness of gender in sports and physical activity. //Journal of Leisure Research, 38//(4) 536-557.

__**<span style="font-family: 'Times New Roman',serif; font-size: 12pt;">Peer Reviews **__
**Page: 'It's bad enough that people are dying of AIDS, but no one should die of ignorance' - Elizabeth Taylor (actress)**

<span style="font-family: 'Times New Roman',Times,serif; font-size: 120%;">I found this to be a well-written and reasearched discussion. Identifying the risks people take with their own health due to lack of knowledge, lack of understanding or societal pressures is an important issue that I feel you have covered well. This discussion highlights the need for every individual to take responsibility for their own actions and health. You have drawn attention to the difficulties individuals face in doing so within the pressures of peer groups and society as a whole. This information has added to my own learning and understanding.

<span style="font-family: 'Times New Roman',Times,serif; font-size: 140%;">**Page: Development of social identity through consumption - how is this affecting our youth?**

<span style="font-family: 'Times New Roman',serif; font-size: 120%;">Consumerism is all-invasive and pervasive

<span style="font-family: 'Times New Roman',serif; font-size: 120%;">Wow! The images you have used are extremely powerful and convey such a strong message regarding consumerism, branding and the effect is has on individuals and society from such a young age. While I had an awareness of how pervasive advertising is, I had not drawn such a strong link with developing self-identity. I was aware of the "not fitting in aspects" but your work has extended my understanding and highlighted the impossibility of avoiding marketing techniques. It highlights the issue identified during lectures, "Do we actually make our own choices?" Thank you for adding to this argument further. <span style="font-family: 'Times New Roman',Times,serif;">