Women's+Traditional+Roles+in+a+Male+Dominated+Industry


 * Name:** Alicia Lane
 * Student Number:** n8352879
 * Tutor:** Sophie Miller

// “Sport is the nectar that nurtures the masculine self. It is a culture; the dominant culture where men rule and women are marginalized and objectified” //  // Max V Grubb. //

** Running like a Girl: **  ** How Equitable is the Playing Field when it comes to Women in Sport **   ** Women's Traditional Roles in a Male Dominated Industry **

** Cultural Artefact ** The cultural artefact presented, is a magazine cover taken from a men’s magazine Sports Illustrated Swimsuit Issue. This issue is a special edition that is published annually by Sports illustrated. It features models and celebrities wearing swimwear and posed in a provocative and seducing manner. It was first invented in 1964 to cover the winter months which are a slow point in sporting, from then on it became a media phenomenon as it featured models and was the beginning of the supermodel era. Along with its success it also created a lot of controversy amongst feminists and subscribers as “the Swimsuit Issue promotes the harmful and dehumanizing concept that women are a product for male consumption” (Bennett, 2002), which ultimately ended in a large amount of cancellations to subscriptions.


 * Public Health Issue **

“Gender role beliefs represent ideas of the proper roles for men and women in society (Whitely, 2001), and sexists attitudes have been defined as those that “place females in a position of relative inferiority to males” (Benson & Vincent, 1980, p. 278); this largely reflects on the relative air-play/media coverage given to women’s sports and the employment opportunities for female sportscasters. The Australian Sports Commission (2000) stated that only 2% of total television sports broadcasting were attributed to coverage of women’s sports. Along with this, across 10 American Sport Channels, there are 335 male sportscasters and 81 female sportscasters employed (Grubb, 2010).These inequalities have been formed as our society, particularly men, believe sport has a masculine hegemonic structure that women cannot uphold (Etling & Young, 2007). From this it has resulted in the demoralising roles women illustrate in our sport media today, such as cheerleaders and poster models. This public health issue is the major barrier which disallows women to have equal opportunities and a more successful future as men in the sporting industry. Sports culture needs to change for this happen. This issue can also have an effect on young girls and women’s participation in sport, due to the lack of media coverage on women’s sport, children do not have role models to aspire to and obtain motivation to participate in sport. This assignment will discuss the traditional roles women represent in sport and the consequences of this public health issue. ** Literature Review ** The media is responsible for the interest and involvement of women’s sports. TV channels and newspapers control the male to female sports coverage ratio. Although, due to society’s gendered stereotyped beliefs, men’s sports are given a large amount of relative air-play and media coverage compared to women sports (Koivula, 1999).The lack of media attention women receive in sport result in lack of interest and motivation from girls which inevitably leads to lower participation rates (Cooky, 2009). This is disappointing as sport is beneficial in many ways and increasing women’s participation in sport is extremely important. By introducing sport at young age there is more of a chance in young girls continuing sport throughout their lifeResearch has found that it is important that participation starts at a young age so that the person is more likely to continue pursuing their sporting interest (Martha, 2005). Without the demand for women’s sport on tv participation rates and interest will remain low. Women face a considerable amount of challenges due to gender inequalities when entering the sports world. This is evident through the success, or the lack of, female sportscaster’s careers. Sports casting is a male dominated career where women are generally overshadowed by men. From this it raises the question; do viewers and the audience prefer a man’s voice over a woman’s? Research has discussed this issue and explored many reason why this is the case. It has been said, that the audience believe sex is an influencing factor in determining how the source is perceived (Etling & Young, 2007). In conjunction with this, Allen (2003) states that, sport is perceived as a specialization in which the practitioners must excel in credibility, knowledge and uphold authority. Due to this Etling and Young (2007) conducted further research which found that respondents rated male sportscasters as more authoritive than the female sportscasters, and that male sports casters are seen as more credible than women. These findings correlate with the results conducted by Grubb (2010) which also proved that women lack authoritativeness and that men are more competent than women. Therefore the success of sportscasters ultimately depends on the view from the audience, their gender and wether the sportscasters excels in credibility, knowledge and upholds authority. Unfortunately for women, the studies presented reveals that viewers believe women do not uphold any of these traits, explaining the lack of success and the male to female ratio employment. These studies prove that there are sexist attitudinal barriers towards women in sports broadcasting and raises questions of when and how, despite numerous obstacles they have overcome, women can expect to truly be accepted onto the broadcast playing field (Etling and Young, 2007). However limitations from the research conducted by Etling and Young (2007) should be taken in consideration as the respondents were from a southern university in America, who are expected to have somewhat conservative views of male and female relationships and may be less likely to accept women in traditional masculine role of sportscasters. Other than being judged on their credibility, knowledge and authority, there have been many cases in the United States where the very few successful female sportscasters, are viewed unfairly from the media and the audience and are not taken seriously. Grubb (2010), explained that the NFL’s pre-game show anchor, Phyllis George, also known as the 1971 Miss America Winner, was replaced as the audience perceived her as a sex symbol despite her hard work. It seems no matter how successful the women are, their image will always come first. Past research has confirmed this stating that, mass media in Western contexts generally portray stereotypical and sexualized representations of women and femininity that transmit the notion that women are sexual objects to be viewed and evaluated by men (Ward and Harrison 2005). This also relates to the more successful yet demeaning career paths women take on in the sporting industry. ** Cultural and Social Analysis ** Sports as a whole is viewed as a male domain ( Etling & Young, 2007) and can define the masculinity for men (Grubb, 2010). This outlook from society has shaped the unequal opportunities women have in sport. Flanagan (2008) states, equity in sport is not a recent problem, it is a problem that has been in this world for many years and is a part of our history. Although this known there has not been any changes to Australian Sports culture to create equality in sport. These beliefs and outlooks must be taken into consideration when addressing and understanding this health issue. Research has shown that viewers and other athletes have the power of determining the successfulness of female athletes and sportscasters, (Flanagan, 2008). This corresponds with Etling & Young’s (2007) findings which states knowledge-ability is perceived to be gender related then the gender of the source will be an influencing factor. Therefore how viewers perceive the sportscasters or athletes it still comes down to their gender. Etling & Young, (2007) also reported sexism to be strongly associated with negative attitudes towards women in sport and that sport has a male hegemonic status the women cannot uphold. Without acknowledging that women are not taken seriously by the audience due to society’s views and beliefs, the ongoing competition among sports teams and athlete for constructing, validating and commemorating manliness will continue. It is important that public health experts create more awareness and address the issue of inequality of women in sport. By making this public health issue more known amongst society, it will hopefully remove the in balance in sport. If sports culture does not change, it will continually affect the opportunities, involvement, success and interest of female athletes/sport and unfairly idolise men sports. This assignment proves that it is important to create integration between young girls and boy’s participation in sport activities if we are to remove the traditional roles of affirming masculinity through sports. These changes to sport culture rely on men seeking to define themselves not through their masculinity but human beings which requires a wider cultural shift (Grubb, 2010). ** Artefact and Learning Analysis ** It was once said that “Sport is the nectar that nurtures the masculine self. It is a culture; the dominant culture where men rule and women are marginalized and objectified” (Grubb, 2010). As sexist as this comment is, this is evident through the traditional roles women have portrayed in sport, which have been shown through TV and sporting magazines. This cultural artefact (the cover of Sports Illustrated), is perfect representation of this. Women are often viewed as accessories to the sport, where they are used as poster models or are cheerleaders for men’s sporting teams, exploiting their bodies through revealing outfits and are dressed and posed in a provocative nature. Although this point is obviously made by the model on the cover, it can be further proven by the heading at the top, which reads “NFL Cheerleaders Make Their Swimsuit Debut”. Cheerleading uniforms are already revealing outfits and are considered to be “sexy”, yet the Sports Illustrated feels the need to have them pose in bikinis for the issue. In conjunction with this heading, a cover line reads “Players Wives Show It Off”, this heading demonstrates that another support network has been utilised and has exposed their bodies as well. This entire magazine proves that the audience will pay more attention and focus to the physical appearance and attractiveness of the sexualized athletes and sexualized models (Daniels & Wartena, 2011). It also shows that women are only idolised when they are being exploited and not when they are on the field or commentating a game.

By conducting research and applying it to two pieces of assessment over the semester, it assisted me in developing a deeper understanding of this public health issue. Prior to this assessment, I was not aware of how prominent gender inequalities in sport are and the ramifications which followed this public health issue. Personally, I am not shocked on how society has placed women in this position over time as it aligns with our cultural norms, however I am shocked on the minimal changes the modern society has made in order to stop or change this issue, especially in Australia. I can honestly say that, this had made a great affect on my thinking process in relation to women in sport and I am more concerned on this issue and how it will affect the future of female athletes. Also it has taken effect on how I plan to teach and inform students on this public health issue once completing my degree.


 * References **

Allen, C. (2003). Gender breakthrough fit for a focus group: The first women newscasters and why they arrived in local TV news. Journalism History, 128, 154–162.

Bennett, L., (2002). Feminist Media Round-Up: The Good, The Bad and The Ugly. Retrieved from [].

Benson, P. L. & Vincent, S. (1980). Development and validation of the Sexist Attitudes Toward Women Scale (SATWS). Psychology of Women Quarterly, 5, 276–291.

Brady, Martha (2005). Letting girls play: Using sport to create safe spaces and build social assets. In //Promoting healthy, safe, and productive transitions to adulthood//, Brief No. 1, May 2005. New York

Cooky, C.. (2009). "//Girls Just Aren't Interested//": The Social Construction of Interest in Girls' Sport. Sociological Perspectives, 52(2), 259-283. doi: 1817913641Cunningham, G. B. (2003). Media coverage of women's sport: A new look at an old problem. //Physical Educator, 60//(2), 43-43-49. Retrieved from []

Daniels, E. A., & Wartena, H. (2011). Athlete or sex symbol: What boys think of media representations of female athletes.//Sex Roles, 65//(7), 566-579. doi:10.1007/s11199-011-9959-7

Etling, L., & Young, R. (2007). Sexism and the authoritativeness of female sportscasters. //Communication// //Research Reports,24//(2), 121-130. doi:10.1080/08824090701304816

Grubb, M. V., & Billiot, T. (2010). Women sportscasters: Navigating a masculine domain. //Journal of Gender// //Studies,19//(1), 87-93. doi:10.1080/09589230903525460

Koivula, N. (1999). Gender stereotyping in televised media sport coverage. //Sex Roles, 41//(7), 589-589-604. Retrieved from [] Whitley, B. E., Jr. (2001). Gender-role variables and attitudes toward homosexuality. Sex Roles: A Journal of Research, 45, 691–722.

Ward, L. M., & Harrison, K. (2005). The impact of media use on girls’ beliefs about gender roles, their bodies, and sexual relationships: A research synthesis. In E. Cole & J. H. Daniel (Eds.), Featuring females: Feminist analyses of media (pp. 3–23). Washington: American Psychological Association

** 1. ** I found your artefact, very interesting and powerful. I enjoyed reading your wiki compared to other Running Like a Girl based wiki's, as it focused on the health consequences from lack of participation and involvement rather then the media coverage or traditional roles of women. You drew on some very important points that I did not already know about women in sport. Great wiki, very interesting and insightful!
 * Learning Engagements and Reflections **

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** 2. **

Great choice on your artefact, it's different but it is great representation of Gen Y and their values, attitudes and beliefs. It's amazing how imaged obsessed this generation has become and how it rules their life. Your wiki has made me more aware on how influential body image is on teenagers and their life's. It makes me want to rethink my opinion on the 'ideal body'. Great job on relating this issue to a current role model(Zyyz), made your point s more valid and real. Great job!

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