Running+like+a+Girl+-+Women+in+Sport

Name: Campbell Walsh

Student Number: N8318468

Tutor: Sophie Miller

"Women athletes are no different from men athletes in the skill, dedication and courage they bring to their sports" (Women's Sport Foundation (2006)

**Running like a Girl: How Equitable is the Playing Field when it comes to Women in Sport?**

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The YouTube film, Nike+ "Men vs. Women" is a campaign established in 2009 to promote Nike’s new Nike+ Running System. Well-known sports celebrities become very competitive as each gender tries to outrun the other. The celebrity runners include the likes of Eva Longoria, Sofia Boutella, Fernando Torres, Tony Parker and Rodger Federer. There is no favoritism among the different sexes in the short film which shows the competitive nature between Men and Women. The usual gender bias that men are more physically capable then women is crushed as the film promotes the message that women can physically compete with there Male counterparts.

**__Public Health Issue__**

More then 80% of women are not doing enough exercise to benefit there health, with young women being only half as active as there male companions (Women's Sport and Fitness Foundation, 2007). The health benefits for women who participate in regular activity is very hard to ignore, with regular exercise and physical activity being a very important part of staying healthy. The health benefits for females who participate in physical activity can reduce the risk of Cardiovascular Diseases as well as preventing and managing various forms of Arthritis, Osteoporosis and Diabetes. Regular exercise can also promote psychological well-being which helps to combat Stress, Depression and Anxiety (Women 2000 and Beyond,2007). The interest in female sport is often lower then that of there Male counterparts, resulting in inadequate wages and opportunities. This incorporates with the Media who continually reinforce stereotypical gender barriers that marginalize Women's sport. (Women 2000 and Beyond, 2007). This intern leads to body image and anxiety issues.

__**Literature Review**__

Sport and physical activity occupy an important role in human development and cultural significance. Sport is thought to be a uniting force, bringing individuals and communities together through participation and a sense of belonging. Though women have made a significant contribution to sport, as well as high profile positions in the government and scientific research, they still face numerous barriers based on gender discrimination.

Studies conducted by Researchers have revealed minimal change in the participation of women in sport (Australian Sports Commission, 2003). Though participation in physical activity has been scientifically proven to decrease cancer and cardiovascular diseases, women are still not receiving the opportunities obtained the Male athletes (Corbin, 2011). This is commonly depicted in the Mass Media, where women's sport takes a back seat. An Australian Bureau of Statistics study conducted indicates that 65.7% of women are participating in some form of organized physical recreation (Australian Bureau of Statistics, 2009). Though more the half of females participate in sport, the media and gender stereotypes have not allowed women to receive the recognition the deserve. Mass Media only dedicates around 9% of total broadcasting coverage to women's sport. (Towards a Level Playing Field, 2009). Though men received the majority of coverage, the Australian Bureau of Statistics shows that male participation is only 0.3% higher. (Australian Bureau of Statistics, 2009).

It is evident that women in sport are not receiving the recognition that is obtained by male athletes. While men have policies and guidelines put in place for the present and future development, women are not receiving equal opportunities for growth. To competitive in the sports market, some female athletes are turning to organization like “Aim for the Stars” and the “Women's Sports Foundation” for funding and support. Foundations like these are leading the way in terms of equal opportunities. The Women's Sport Foundation, established in 1974, not only provides grants and scholarships, but also conducts research and public awareness campaigns.

Women's sporting uniforms tend to be very revealing and promotes women athletes in a sexualized manner. All though sporting uniforms have changed dramatically over the years, the common phrase “sex sells” still seems to play a major role if the attire worn by sporting women. It is common for women athletes to promote themselves with skin tight lycra and short skirts (Baring It All). This has had a dramatic impact on society who see these female athletes using there sex appeal and physique to gain exposure in the media. This gives the wrong impression to the youth who look up to these professional athletes as role models and see them exploiting there figures. These clothing regulations for men are non-existent. For example, Male beach volleyball players wear beach shorts and singlets as they are seen as comfortable and suitable. On the other hand, women are required to compete in bra-style tops and bikini bottoms that must not exceed six centimeters in width at the hip (Baring It All).

According to a study conducted by JM Lane “Gender Inequality in Sports” explains that professional women athletes are forced to find alternative ways of attracting media attention. She stats //“It seems for a sports woman to receive the media coverage, she has to double up as a model/cover girl”// (Gender Inequality in Sports, 2007). Seen as a adequate means of income, its quite common to see professional woman athletes baring all in a sport illustrated magazine. Professional Basketball star Lauren Jackson coped much criticism for her photo shoot in 2004. After being asked in 2000 and 2002, the Australian basketball icon finally agreed to bare all for an artistic Australian magazine called Black+White.

The inconstancy between the two genders is still evident within the sporting culture today. The limitations associated with women’s choices and opportunities have had significance consequences for women's health (Gender Inequality in Society, 2007). It is evident that women are not only marginalized on the sporting field, but also in the Boardroom and Media. Women are consistently marginalized as experts and authorities. In 2005 women’s presence in the news was 21%, 81% of experts and 82% of spokespersons who appear in the news are male. ([|Global Media Monitoring Project, 2010])

__**Cultural and Social Analysis**__

Sport is a social and cultural process in which social constructions of masculinity and femininity play a key role (Gender & Sport: 2009). In most cultures, sports have traditionally been divided along gendered lines, often reflecting the values and stereotypes underlying that society’s notions of masculinity and femininity (Houlihan, 2008). Certain cultures have socialized there women to participate in predominately female orientated activities. The females who attempt to cross the gender line and engage in typical “masculine” activities run the risk of stereotypical harassment and judgement (Huggins & Randell,2007). Huggins and Randell have observed cultural barriers that females when participating in Sport. Some cultures forbid Women from wearing revealing clothing so that if they partake in sporing activities, must where long skirts and hide behind veils. This, combined with demanding household chores and responsibilities prevent many of the females from engaging in sport (Huggins & Randell,2007).

Sport and media are two powerful factors that affect the way society thinks and shapes ideologies. With such a Emphasis on media coverage in the 21st century, many sporting associations rely on exposure to be successful. Consistent media coverage attracts sponsorship and spectator interest, generating revenue which allows sports to expand and create greater opportunities. This allows positive role models to emerge who guide and encourage the sport’s youth to succeed. Without the Mass Media coverage, certain sporting associations struggle to find adequate funding and exposure.

According to the Australian Bureau of Statistics, 65.7% of women participate in some form of physical activity (Australian Bureau of Statistics, 2009). Although Women's sport is played with more skill and intensity then ever before, it is still struggling to receive the media attention it deserves. It is continually under represented by the Mass Media with only 8.7% of television news coverage is dedicated to Women’s sport. This compared to men who receive 81.1% of total television broadcasting (Towards a Level Playing Field, 2009). The poor amount of media coverage that women’s sport receives has a consequential effect on the participation of young girls in organized sport as they reach adolescence (Australian Sports Commission, 2009). When media covers Male sport, it tends to focus on there overall performance and results. Women see a double standard, often resulting in the media focusing on there appearance and attractiveness (Donna A. Lopiano, 2008)

By increasing and providing women with more opportunities to participate in social activities, they can develop a healthy lifestyle and improve there physical and mental health. It is scientifically proven that regular exercise decreases chronic heart disease, obesity, diabetes and can reduce the risk of breast cancer. (Corbin, 2011). It also increases self confidence, vital for women, especially the youth who commonly struggle with body image and anxiety problems. By obtaining confidence, women are able to challenge and conquer barriers they face

__**Anaylsis**__

The YouTube video, Nike+ “Men vs. Women” represents men and women as equal in terms of physical ability. Although men are perceived to be stronger and have more physical capabilities, the video challenges this gender bias as both sexes struggle to better the other. It has a good case of point because there is no clear favoritism between the two genders. It portrays the message that there should be no inequality in regards to sport, and that Women deserve the same amount of respect as Males. The YouTube film does send a positive message about exercise and physcial activity. Through the use of famous sporting icons, Nike have put in place quality role models who are endorsing an active lifestyle. Though the video was made in 2009, I personally believe that it stands for what should be present in the future.

This Assessment has given me a in-depth theoretical analysis into the discrimination that Women's sport receives. I have obtained a thorough understanding and insight into the social and cultural beliefs associated with sport, and how they have influenced the stereotypes and common associations of Women’s sport. I have learnt how to critically analyze situations and have obtained knowledge for improving women's sport. I have obtained knowledge about the Wiki process and developed a detailed understanding in regards to critical thinking, secondary research and referencing. I believe that in the future, I will be more understanding towards women’s sport.

__Reference List:__

Australian Bureau of Statistics. (2009) FEATURE ARTICLE 3: WOMEN IN SPORT,4156.0.55.001 - Perspectives on Sport, May 2009. Web, 01 Nov. 2011

Australian Sports Commission. (2010) “New Report Reveals Poor Coverage of Women in Sport : News Centre." Australian Sports Commission. Web. 01 Nov. 2011. <[|__http://www.ausport.gov.au/news/asc_news/new_report_reveals_poor_coverage_of_women_in_sport__]>.

Australian Government: Australian Sports Commission. (2003) Towards Better Sport. Good Practices for Women and Girls in Sport. Canberra, ACT: New Millennium Print

Baring It All: Femininity and sex appeal in women's athletics. //The Naked Truth//

Corbin, C.B., Welk, G.J., Corbin, W.R., Welk, K.A., Sidman, C.L. (2011) 9th Edition Concepts of Fitness and Wellness A Comprehensive Lifestyle Approach (PP.101-111) New York: McGraw-Hill

Flanagan, K. (2008). Gender Barriers in Sport. Retrieved 23rd October 2011 from [|__http://serendip.brynmawr.edu/exchange/node/2050__]

"GENDER & SPORT: Gender in Sports Projects." __Http://www.oecd.org/dataoecd/47/42/44896326.pdf//__. 2009. Web. 02 Nov. 2011.

"Gender Inequality in Society." : PeaceKeeper Cause-Metics Mineral Makeup and Natural Beauty Cosmetics. 2007. Web. 02 Nov. 2011. <[|__http://www.iamapeacekeeper.com/genderinequalityinsociety.htm__]>.

[|Global Media Monitoring Project, 2010]), Margaret. 2005. Who makes the news: Global Media Monitoring Project.

Hebl, M, R., Giuliano, T, A., King, E, B., Knight, J, L., Shapiro, J, R., Skorinko, J, L., & Wig, A. (2004). Paying the way: The ticket to gender equality in sports. 16//(3), 227-235.//

Houlihan, B. (2008) Sport and Society: A Student Introduction, //Second Ed, Sage Publications: London.//

Huggins, A., & RandellS. (2007). The Contribution of Sports to Gender Equality and Women’s Empowerment. International Conference on Gender Equity//, presented on Sports for Social Change, Kigali.//

Lane, JM. "Gender Inequality in Sports (2007) - by JM Lane - Helium." Helium - Where Knowledge Rules. Web. 01 Nov. 2011. <[|__http://www.helium.com/items/157669-gender-inequality-in-sports__]>.

Lopiano, Donna A. "Media Coverage of Women's Sports Is Important | Sports Management Resources." Welcome | Sports Management Resources. 2008. Web. 01 Nov. 2011. <[|__http://www.sportsmanagementresources.com/library/media-coverage-womens-sports__]>. Towards a Level Playing Field: sport and gender in Australian media (2009) Retrieved 30th October from [|__http://www.ausport.gov.au/__data/assets/pdf_file/0007/356209/Towards_a_Level_Playing_Field_LR.pdf__]

Women 2000 and Beyond, (2007) Women, gender equality and sport; PUBLISHED TO PROMOTE THE GOALS OF THE BEIJING DECLARATION AND THE PLATFORM FOR ACTION

Women's Sport and Fitness Foundation. Its Time: Future Forcasts for Women's Participation in Sport and Exercise." __Http:wsff.org.uk/publications/reports/its-time-future-forecasts-womens-particiation-sport-and-exercise__. Helen Storey Foundation, 2007. Web. Oct.-Nov. 2011.

__Reflection__ **__Women and Physical Activity__** http://healthculturesociety.wikispaces.com/Females+and+physical+activity

**__Will Women ever get a fair go?__** http://healthculturesociety.wikispaces.com/Will+women+ever+get+a+fair+go%3F