Women's+Sport+-+Mediocre+Media

Name: Karl Christensen Student number: 8304572 Tutor: Sophie Miller

“As women we’re not supposed to cross that line. We are told this is a man’s sport. I want to tell them that hey, I can play this game. Without this league I would have nowhere to play. This is history in the making. It’s a once in a lifetime thing. I don’t need to play overseas. I can play right here in my own country and get paid for it.” - Rebecca Roundtree (WNBA)

“Sports... It’s a very powerful social change tool because it teaches women confidence, self esteem and strength. It changes them. It’s part of the reason that the guys wanted women out of sports for a very long time.” - Donna Lopiano, former Executive Director of the Women’s Sports Foundation

“It is not strictly an issue of gender equality, it is one of social responsibility.” Elaine Ruff - Acerbis/WML

“These athletes serve as role models. Women need role models. They need to see other women in leadership roles that excelled in sport. It is through these role models that younger women develop a healthy understanding of their own potential.” Donna Lopiano, former Executive Director of the Women’s Sports Foundation

**Artefact ** **Family Guy - WNBA Sucks ** media type="file" key="Family Guy - WNBA Sucks.flv" align="center" width="360" height="270"

**Presentation of Artefact**
====The artefact I have chosen to represent the discrimination women in sport face is a skit from the popular television cartoon series ‘Family Guy’. This particular skit is taken out of an episode of season 5 and depicts two male commentators commentating a Women’s National Basketball Association (WNBA) game. The extract from this cartoon show is a prime example that illustrates the stereotypical mentality which is perpetuated towards women in sport. Skits like this help sustain the current social mentality of women in sport and present women’s sport as a lesser or inferior quality to that of men’s sport (Rodriguez & Schell, 2000).====

**Public Health Issue**
====Women face large gender inequalities when it comes to the amount of media coverage given to women’s sport compared to that of men’s sport. The media has always had a preference for men’s sport due to society’s gender stereotyped beliefs (Cunningham, 2003). Historical influences play a large role in the current inequalities between men’s and women’s sport in the media. Up until the early 20th century, it was considered unacceptable for a woman to participate in any kind of physical activity. Only since the 1970’s have women received equal treatment to men in regards to participation and competition (Su, 2010). Although today there is equal treatment of men and women in competition and participation of professional sport ,that is, for nearly every professional sporting event there are both a men’s and women’s competition, women receive very little media acknowledgement for their achievements. This severe lack of media attention of women in sport causes there to be very few known female sporting role models and as a result, girl’s participation and involvement in organised sport is affected as they grow older (Australian Bureau of Statistics, 2009).====

**Literature Review**
==== In a society that considers both sexes to be equal, it is interesting how this view significantly changes in regards to sport coverage in the media. When the media actually does cover women’s sport, it mostly focuses on the outfits and off-field antics and scandals of an elite female sport star rather than their sporting performances and achievements ( Rodriguez & Schell, 2000). When observing the television network’s coverage of sport, one quickly becomes aware that male sports are given the highest priority. This priority often leads to females receiving little or no coverage whatsoever depending on what network is the subject of viewing (Koivula, 1999). Channel Ten focuses mostly on the AFL, NRL and motor sport. If there is time left after that, female tennis players, golfers or surfers may get a mention. However, in general this occurrence is exaggeratedly low and if there is coverage of a woman’s sporting achievements, it is usually very short. The same inequalities in coverage can be seen across all networks with only the ABC giving a relatively decent amount of coverage due to their ongoing coverage of the netball (Cunningham, 2003). These gender inequalities displayed by the media are responding to society’s stereotypical beliefs which shed men in a more dominant, superior light to women (Broderick, 2010). ==== ==== While females account for 53% of the world’s population, it is interesting to note that women receive only 9% of total sport coverage of television news and current affairs (Phillips, 1996). This reveals the male dominated nature of sport and the manner in which the media covers this. It also portrays societal stereotypes and gender beliefs of modern culture. The lack of media attention women receive in sport conveys a false message about the sanctioning of sport as a male preserve, and this message deters female participation (Koivula, 1999). This continues a cycle that is, the media have little coverage of women’s sport because there is minimal demand, and there is little demand because the public have no awareness of it (Koivula, 1999). This in turn, leads to lack of motivation in girls, which inevitably leads to lower participation rates (Australian Bureau of Statistics, 2009). From this, it is clear that women’s experience in sport differs vastly to that of the male experience. Research that was conducted by observing television coverage of sport over a period of a year has recently found that television news reports on female sport had the lowest average duration of all the types of sport news analysed; with reports on male sport having an average duration of 30 seconds longer than reports on female sport (Australian Sports Commission, 2010). The same study conducted by the Australian Sports Commission (2010) also found that female athletes generally need to win in order to receive media coverage, whereas male athletes tend to receive coverage regardless of their success.==== ====As a result of the severe lack of media coverage given to women in sport, there are very few female sporting role models publically well known for young girls to look up to and gain inspiration from. This in turn, affects the number of girls participating in organized sport as they grow older. Statistics show a 15% percent drop from 64.6% of girls aged 9-11 to only 54.9% of 12-14 year old girls in Australia participating in organized sport (Australian Bureau of Statistics, 2009). Whereas in comparison, the rate of boys participating in organized sport saw an increase of 72.1% of 9-11 year olds to 74.2% of 12-14 year olds (Australian Bureau of Statistics, 2009). These statistics were collected at an interview from children aged 9-14 years old who had participated in organised sport over the last 12 months outside of school hours. However, these figures have limitations as the interviews were conducted with children from mostly urban areas. They will also prove to be slightly inaccurate due to dancing not being included in the results which is quite a popular sport for young girls to be involved in which would therefore alter girls participation numbers.==== ====The media shapes the dreams and aspirations of girls. Boys grow up watching television, bombarded by thousands of heroic and confident images of themselves playing sports and being greatly admired for their accomplishments. They feel eagerly excited and inspired to play sports and are encouraged to do so by everyone around them (Hargreaves & Kirby, 1996). Girls do not receive these messages due to the public having little to no awareness of women’s sport as a result of minimal coverage by the media. The low figures of girl participation in organised sport displayed by the Australian Bureau of Statistics (2009) will continue to decrease over the upcoming years if there is no increase of media attention given to women’s sport.====

** Cultural and Social Analysis **
==== The media has a large influence in shaping societal and cultural beliefs. The dismal amount of coverage the media gives to women’s sport has consequential effects on the participation of young girls in organised sport as they reach adolescence (Australian Sports Commission, 2009). The little demand for women’s sport is attributed to its stereotypical and discriminative social and cultural stigma. In fact, gender inequalities in sport were clearly illustrated when the Associated Press (2009) named its top 10 female athletes and revealed two of them were actually race horses. The inequalities women face in sport can be closely compared to issues women face in the workplace such as pay inequity, women in leadership positions, discrimination on the grounds of sex, the preference of a male ideal and the marginalisation of women as the physically weaker sex (Broderick, 2010). Exposing and addressing these negative stereotypes is critical. These stereotypes foster a belief that women’s role in sport is an inferior and subordinate one (Rodriguez & Schell, 2000).==== ====Sport is the subject of a permanent exemption under the Commonwealth Sex Discrimination Act (Commonwealth Consolidated Acts, 1984). This exemption means it is not unlawful to exclude a person of one sex from any competitive sporting activity in which the strength, stamina or physique of competitors is considered relevant. However, cultural and social beliefs consider sport to be the unquestioned domain of men. This domain is created and reinforced through the media coverage of sport (Broderick, 2010). As discussed earlier, the lack of media exposure of women’s sport creates a vicious circle: It means fewer commercial opportunities and this severely lessens revenue raising capacity and limits the interests from broadcasters. Lack of revenue prevents expensive competitions, which then puts mainstream advertising out of reach which then limits fans willingness to attend and thus lack of media engagement (Koivula, 1999) .==== ====It is important that we address the poor public awareness of women’s sport if we are going to alter the discriminative social and cultural beliefs currently attached. If nothing is done, we will continue to further see the numbers of girls participating in organised sport reduce as shown by the Australian Bureau of Statistics (2009). Fortunately, the Australian Sports Commission (2011) has announced that the government has launched the Women in Sport Media Grants, a new initiative as part of the Australian Government’s strategy to increase the exposure of women’s sport in the Australian media. This grant will consist of $1.4 million to help women’s sport attract more media attention. Although this is a start to publicising women’s sport in the media, greater funding is needed if there is to be any significant changes in media coverage. This government grant is the start of a much needed boost to women’s sport in the media. Greater coverage will see a vast increase in the amount of female role models shown in all forms of media. These role models will prove to be of great inspiration to the younger generation of girls striving to become professional athletes themselves (Wilson, 1998).==== ==== There is no reason why women’s sport should continue to receive significantly less coverage in the media compared to men. In a nation that prides itself on the equal opportunities and fair treatment regardless of gender or race, the continued discrimination of women’s sport in the media reflects more of an ignorant image upon our proud country. ====

media type="file" key="Women in Sport.flv" align="center" width="360" height="270"

**Analysis of Artefact and Personal Learning Reflection**
====The ‘Family Guy’ skit about the Women’s Basketball Association (WNBA) thoroughly represents the inequalities women face in professional sport compared to their male counterparts. With reference from the commentator in the skit about the significantly low salaries the players earn, their lack of skill, physical unattractiveness and absence of spectator audiences, this 20 second video sums up the various types of discrimination women face in sport (Broderick, 2010). It is a very exaggerated but realistic view on the vast differences in salaries professional sportswomen receive compared to sportsmen; the stereotypical belief that women are less skilled and are inferior athletes to men and; outlines the sexploitation of women in sport. That is, women have to be seen to be sexy in order to receive attention from the public (Daniels & Wartena, 2011). The video also addresses the lack of public awareness women’s sport receives represented in the video by the lone fan sitting in the stands. This issue relates back to the poor coverage women receive in the media resulting in very minimal public awareness and demand for women’s sport (Koivula, 1999).==== ====Personal critical analysis, secondary research and referencing; and theoretical analysis of my research topic has given me a thorough insight into the extent to which women are discriminated in sport. It is now evident to me that equal coverage must be given to both genders in sport if we are to put an end to this discrimination of women’s sport both in media and society (Wilson, 1998). In doing this, it will certainly create more female role models that will inspire young girls to get involved in organised sport and continue participating through into adulthood. ==== ====This assessment along with the skills I have developed over the course of this unit has resulted in me observing discrimination of women in sport from both societal and cultural beliefs and how those beliefs consequently affect the broader public’s health. During completion of the analysis, I applied high quality, peer reviewed journal articles and government websites as well as social theory to ask deeper questions in order to obtain a high level of information and understanding. From studying my personal research and evidence, I was able to draw the best conclusion through thorough questioning as a philosophical approach. Upon completion of this assessment piece, I can confidently say that my future learning and thinking process has altered.====

Australian Bureau of Statisitics. (2011). Children’s participation. Retrieved October 20th, 2011 from: http://www.abs.gov.au/ausstats/abs@.nsf/Products/19BD2125C6A01444CA2578DC0001E519?opendocument
====Australian Sports Commission. (2010). News report reveals poor coverage of women’s sport. Retrieved October 20th from: http://www.ausport.gov.au/news/asc_news/new_report_reveals_poor_coverage_of_women_in_sport====

Commonwealth Consolidated Acts. (1984). Sexual discrimination act 1984. Retrieved from: http://www.austlii.edu.au/au/legis/cth/consol_act/sda1984209/index.html
====Cunningham, 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: http://search.proquest.com/docview/232995837?accountid=13380====

Family Guy (Television Show). (2010). Family guy – wnba sucks. Retrieved October 25th, 2011 from: http://www.youtube.com/watch?v=140JNDZogDc
====Hardin, M. (2005). Stopped at the gate: Women's sports, "reader interest," and decision making by editors. //Journalism and Mass Communication Quarterly, 82//(1), 62-62-77. Retrieved from: http://search.proquest.com/docview/216930305?accountid=13380==== ====Hargreaves, J., & Kirby, S. (1996). Sporting females: Critical issues in the history & sociology of women's sports //review.// Canadian Journal of Sociology, 21//(4), 571-571-573. Retrieved from: http://search.proquest.com/docview/220534136?accountid=13380====

Phillips, M. (1996). An illusory image: A report on the media coverage and portrayal of women’s sport in Australia. Australian Sports Commission. Canberra.
====Rodriguez, S & Schell, L. A. (2000). Our sporting sisters: How male hegemony stratifies women in sport. //Women in Sport & Physical Activity Journal, 9//(1), 15-15. Retrieved from: http://search.proquest.com/docview/230655560?accountid=13380====

Su, M. C. (2010). History of women in sports timeline. //Choice, 47//(7), 1328-1328. Retrieved from: http://search.proquest.com/docview/225678995?accountid=13380
====Wilson, W. (1998). Women's sports and the media: A changing relationship. //Women in Sport & Physical Activity Journal, 7//(1), 250-250. Retrieved from: http://search.proquest.com/docview/230677997?accountid=13380====

**1)** http://healthculturesociety.wikispaces.com/Gen+Y%27s+New+Outlook+-+%27DRINKING+TO+GET+DRUNK%21%27
Your work here displays a very high level of research and understanding of your chosen topic. Statistically, the literature review was very confronting in how you outlined the deaths and hospitalisations attributed to alcohol abuse among adolescants as well as the astonishing amount of money Australia spends on alcohol and it's cost to the community as a result of misuse.

The 'Anomie Theory' table shown and discussed thoroughly portrays how an adolescant may slip into harmful habits such as alcohol abuse as a result of the environment in which they grow up in and illustrates why generation Y is at a high risk of this.

Your research has made clear to me just how significant the problem of youth binge drinking is in Australia and how our general social acceptance of this is going to continue to have horrifying effects on generations to come.

Overall, you have written a very clear and concise report of this health issue. You have presented alarming statistics and included a very suitable artefect that depicts youth binge drinking effectively.


 * 2)** http://healthculturesociety.wikispaces.com/Gen+Y-+Social+Media+Fad+or+Revolution%3F

You have presented a very well researched case into the health issues that generation Y face due to their heavy usage and reliance of [|technology]. You have clearly outlined the connection between technology and stress and how stress consequently result in chronic disease such as type 2 diabetes (WHO, 2008). The shocking statistics that you have presented in regards to the obesity crisis generation Y is currently facing and the staggering cost to the federal government that it brings gives a horrifying insight into the true extent of the issue.

Your work clearly discusses the parallels found between the media and technology to the rising obesity problem of generation Y as well as the vitality of regular exercise in fighting the obesity epidemic.