Jugs+and+Buns+-+Sportswomens+Representation+in+the+Media


 * Student:** Jermaine Croner
 * Student No.** n8314446
 * Tutor:** Sophie Miller

//“The pressure on sportswomen to increase levels of sponsorship and media coverage has seen // //many resort to taking their clothes off just to receive some publicity.” // Jan Borrie, Shaping up to the image makers, Panorama, The Canberra Times, 27 May 2000
 * Jugs and Buns - Sportswomens Representation in the Media**

This picture depicts Anna Kournikova, a world renowned professional tennis player, posing for the cover of FHM Magazine which is viewed around the world. Kournikova is dressed in attire which consists of only bikini bottoms and a mesh top, displaying her private regions, stomach and legs as a main focal point. Kournikova, is oiled up from head to toe, accentuating her figure and natural contours of her body. The text next to her in obvious writing scripts, “Anna Kournikova, The World’s Sexiest Woman!”. Highlighted all around her image is the word SEX, and in bold upper case letter, “ **NOT FOR KIDS! **”.
 * Artefact: **


 * Public Health Issue: **

This artefact represents the sexploitation of women in sport and is symbolic of the extents women go to, in order to receive media coverage. This essay will report on the negative stigma associated with sports women sexploitation in the media. It will critically analyse the impact of sexploitation on the population and discuss what has been done to improve and establish equity amongst women on the sporting field. Furthermore, it will investigate the controversial history of women’s exposure in the media as marketing tools rather than sporting ‘heroes’ amongst children participating sport, followed by the movement of raising fair and equal prize money amongst both sexes to establish an even playing field as a step towards representing women justly in the sporting arena and society.


 * Literature Review: **

Sport has been an integral part of Australian lifestyle; however women in sport have suffered in the field due to often difficult circumstances. During the nineteenth century the British administration of the States that had eventually federated to form Australia encouraged an official masculine culture which restricted women to participate in games (Australian Sports Commission, 2009). However since then, women's inclusion in sport has grown vastly throughout the years. Games have helped children develop the essential motor skills needed to succeed in an adult like strength and social skills. Whilst professionals of society had competed for status, entertainment and socialising; with the exception of great amounts of money. Sport in general has dramatically changed over the last few years due to commodification. The main reason for this dramatic change is the amount of money that is involved in sports. “Sport is a commodity, an item that can be sold or bought” (Amezdroz, Dickens, Hosford, Davis, 1999, p.427). The largest commodity of women in sport is through the media’s coverage of sexploitation. The Australian Sport Commission define sexploitation as, ‘context to describe forms of marketing, promotion or attempts to gain media coverage which focus attention on the sexual attributes of female athletes, especially the visibility of their bodies. The value of the female athlete is judged primarily in terms of her body type and attractiveness, rather than for the qualities that define her as an athlete.’ (Creedon, P,1989). In recent years, through diverse forms of media and publications, there has been an increase of focus upon the physical attributes of female athletes; which in many circumstances detract from their sporting performances and abilities as an athlete. At expense of their credibility as a person, in order to attract media and sponsor interest, many female athletes resort to marketing themselves or their sport for their ‘voyeuristic potential’ (Australian Sports Commission, 2009). Dr Murray Phillips stated in a report on the Media Coverage and Portrayal of Women’s Sport in Australia 1996, “Women were often photographed in inactive shots, in relationship caricatures or as models; men were more often shown in active poses, less in relationships and never as models. Similarly, the writing that described women’s and men’s sport reinforced a gender dichotomy. Women were stereotyped by their physical traits, their clothes, their emotions and their relationships; men by their courage, aggression and toughness … These socially constructed images lead to a gender hierarchy in which women’s sport is not taken as seriously as men’s.” All the media research and surveys conducted by the Australian Sport Commission since 1980 have indicated that women struggle to get consistent, long-term and supportive media attention. <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Throughout history sport has always been considered a male domain, and has been source to define ‘masculine virtues’ by society. Traditionally male athletes have been glorified by sport through the media, viewed by society; which uphold them with greater credibility as athletes. Consequently, men’s sport has received the vast majority of media coverage, allowing them to attain a higher access to sponsorship and other forms of financial support (Williams, C et al, 1986). <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Coverage of women in sport has taken a back seat, making up only 9% of all sports coverage in Australian television news media, and only 7% of non-news programming content on television was devoted to female sport. Whereas compared to male sport on the other hand, occupied 81% of television news reporting, and 86% of non-news programming on television (Australian Sports Commission, 2009). <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">The pressure on sportswomen to increase levels of sponsorship and media coverage has seen <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">many resort to taking their clothes off just to receive some publicity (Borrie, 2000). This form of promotion is identified as source of exploitation; and as a common denominator it can have various negative effects, both on the individual athlete and the sport as a whole. Identified by Dr Murray Phillips, sexploitation has several flaws. These flaws consist of excluding any female athlete who does not fit into the ideal and appropriate body type, and glorifies certain female body shapes which are 'marketable'. This sends messages about what is appropriate and inappropriate for aspiring young female athletes; which expose them to the stereotypes that have historically prevented women's sport from being accepted on par with men's sport (Duquin, M, 1989). <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">With sexploitation in the mind of women athletes that, "sex sells" women are often put on the for-front to exposure to gain media coverage and sponsorship. One of these schemes to attain this financial support and spectator coverage can be utilised through the wearing of their uniforms. Women’s beach volleyball uniform, is a great example for the display of physique rather than skill. Women must compete in bra-style tops and bikini bottoms that must not exceed six centimetres in width at the hip in comparison to the men who compete in shorts and singlets. This has led to a number of athletes expressing embarrassment at such explicit focus. It s obvious that sex sells, but the question that remains is the sex angle only selling sex? instead of the credibility of women as athletes. Shelly Andrews, Australian Hockeyroos player said, “When we take our clothes off we get more exposure than for actually playing the game.” (Traill, RD, Clough, JR & McCormack, CE, 1993).


 * <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: underline; vertical-align: baseline;">Cultural and Social Analysis: **

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Due to the exploitation of women through sex marketing, athletes are put at a greater risk of harassment, from persons within and outside their sport. The 'sex sells' approach to marketing female athletes shifts the focus and meaning of sport reporting, frequently to the detriment of those involved. As a result, through the athletes status as a role model for young girls and boys, can be undermined; and furthermore compromise the athlete's status with the wider community and business world. <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">In concerns to the revealing uniforms and/or posing provocatively in magazines and other publications, there has been no evidence suggesting the increase of participation rates amongst younger girls in sport. However over the past ten years it has indicated that this can have a negative effect on participation number worldwide (Maxalos & Wedgwood, 1998). It has been identified that many girls and women participate in sport to gain freedom by escaping the restrictions of traditional gender roles (Nelson 1994, Cahn 1994). However it is proven that sexploitation of female athletes reinforces gender stereotyping. Therefore the girls who do not fit into the stereotyped image of femininity feel discouraged to participate in a sport that practices sexploitation, as the sport will no longer be relevant, fun or a safe place. At a younger age, dissatisfaction and discomfort with sporting apparel clearly identifies the drop out rate of adolescent girls from sport (Maxalos & Wedgwood, 1998). <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">In essence of sexploitation concerning culture, a number of ethnic populations in Australia, consider this marketing scheme as immoral and may lead to embarrassment for the athlete and their family (Stell, M, 1991). <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Through focusing on an athlete's physical attributes in an overtly sexual manner, it can create them to succumb to anxiety and embarrassment. Present already in many female athletes this may lead to a heightened body awareness. if the athlete does not feel she 'measures up' to an external judgement of her physique, her self-esteem may suffer (Hughson, S, 1998). In occurrence to being role models of society this may have effect on aspiring younger sports-girls who may attempt to affiliate with such a body image that will increase the risk of eating disorders and behaviours; completely deterring from the idea of becoming a successful athlete on the field (Sundgot-Borgen, J, 1994).


 * <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: underline; vertical-align: baseline;">Artefact Analysis/ Learning Reflection: **

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">In essence of the magazine cover, Anna Kournikova is photographed without evidence of her tennis backgound; which provide grounds of sexploitation. Although Anna Kournikova is an exceptional professional tennis player, she is posing provocatively for the cover of FHM Magazine which is viewed around the world. Kournikova is dressed in attire which is revealing consisting of bikini bottoms and a mesh top, displaying her private regions, stomach and legs as a main focal point. Kournikova, is oiled up from head to toe, accentuating her figure and natural contours of her body. The text next to her in obvious writing scripts, “Anna Kournikova, The World’s Sexiest Woman!”. Highlighted all around her image is the word SEX. It is of my understanding that Anna Kournikova is not displaying her talents as a professional tennis player, but one who is using her body to gain money and sponsorship. <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Anna Kournikova has never won a single tennis title, yet is extremely popular. However, media and public comments and interest predominantly relate to her sex appeal rather than her game. Although Anna has succeeded successfully in the marketing world, she has left the other female tennis players who are more successful on the tennis court, without the appropriate media coverage for exceeding in their sport. These female players do not attract the same media interest because they do not dress or promote themselves in a provocative manner. <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Is this the appropriate message to be sending to the youth around the world, "Hard work gets you nowhere, but posing provocatively will earn your success?"

//<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">1. // [] //2.// []
 * __<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Wiki Discussion: __**

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Amezdroz, G. Dickens, S. Hosford, G. Davis, D. 1999. QUEENSLAND SENIOR Physical Education. Australia: Macmillan Education.
 * <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: underline; vertical-align: baseline;">Reference List: **

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Borrie, J (2000) Shaping up to the image makers, Panorama, The Canberra Times, 27 May.

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Cahn, S (1994) Coming on Strong. Cambridge MA: Harvard University Press.

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Creedon, P (1989) Women, Media and Sport: Challenging Gender Values. California: Sage.

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Duquin, M (1989) Fashion and fitness: images in women’s magazines advertisements. Arena Review 13(2).

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Hughson, S (1998) Body image anxiety and elite women athletes Sport Health 16(2).

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Malaxos, S & Wedgwood, N (1998) Teenage Girls’ Perceptions of Participation in Sport. Perth: <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Womensport West.

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Nelson, M (1994) The Stronger Women Get the More Men Love Football. New York: Harcourt Brace.

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Phillips, M (1997) An Illusory Image: A Report on the Media Coverage and Portrayal of Women’s Sport <span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">in Australia 1996. Canberra: Australian Sports Commission.

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Stell, M (1991) Half the Race: A History of Australian Women in Sport. Sydney: Angus & Robertson.

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Sundgot-Borgen, J (1994) Risk and trigger factors for the development of eating disorders in female athletes. Medicine and Science in Sport and Exercise, 414-419.

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Traill, RD, Clough, JR & McCormack, CE (1993) Girls Playing Soccer: Resistance or Submission. Report to the National Sports Research Centre, Australian Sports Commission.

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">University of New South Whales Journalism and Media Research Centre and Media Monitors joint research for the Australian Sports Commission, 2009. Towards a Level PLaying Field: sport and gender in Australian media

<span style="background-color: transparent; color: #000000; font-family: Arial; font-size: 15px; text-decoration: none; vertical-align: baseline;">Williams, C et al (1986) Patriarchy, media and sport. Power Play: the Commercialisation of Australian Sport. Sydney: Hale & Iremonger.