Girl+please!++My+mascara+runs+faster+than+you+do.

Name: Marianna Bork Studen Number: 08278229 Tutors Name: Katie Page

====“ The practice of sport is a human right. Every individual must have the possibility of practicing sport, without discrimination of any kind and in the Olympic spirit, which requires mutual understanding with a spirit of friendship, solidarity and fair play” ( International Olympic Committee Article 4, as cited in (Brown, 2010).====

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**ARTEFACT:** ====This advertisement is part of Women’s Health magazine endorsing the world’s top 10 female athletes. A photo shoot is being conducted whilst the 4 times world surfing champion, Stephanie Gilmore asks the question about how seriously we (society) take women in sport. The question is raised after to two places in the top ten female athletes in the world, were awarded to horses. This artefact depicts a good representation towards the lack of equality when it comes to women in sport.==== **Public Health Issue** ====Male or female, young or old, physical activity is essential for positive health results, which include reducing the risk of cardiovascular disease, osteoporosis, some cancers, diabetes and depression (World Health Organisation (WHO) 2002). Developing these conditions may increase due to a lack of physical activity and it is estimated that 600,000 Australians are affected by Osteoporosis alone while $2,682.8 million was spent on treating cardiovascular disease in women 2004-05, which ranks as the second highest in terms of health expenditure (AIHW 2010). By pledging your support to women already involved in sport and encouraging women to participate, it is possible we see a substantial drop in these numbers.====

**Literature Review**

Is Australian society really constructed of equal rights, free from favouritism and prejudice towards one another and social groups? Does Australia withstand chauvinism? As a generalisation, majority are treated as equal, however, until we peer further into the depths it becomes evident that a number of social groups are disadvantaged. This can be recognised when observing women in sport.

Sport is not limited to one type, and is played by a vast range of individuals in a collection of social settings and cultures. (Hall, 2002). Although women’s participation is not equal with men’s, the percentage of female athletes is increasing. Between 1980 and 2004, involvement by female athletes in the summer Olympic Games has increased from 21.5% to 41.7% and in the winter games, from 24.4 % to 38.3%. Majority of the development in women’s involvement has come as a result of national and international laws. Title IX, which is often referred to as a 'living breathing law' states: "No person in the United States shall, on the basis of sex, be excluded from participation in, be denied the benefits of, or be subjected to discrimination under any education program or activity receiving Federal financial assistance" (United States Code Section 20). Title IX was implemented in 1972 with the confidence that gender equity and advancement for women will be attained (Brown & Connolly, 2010).

The Australian Sports Commission (ASC) is currently undergoing promotional advertisements through the media to encourage women in sport, and to achieve leadership roles. It has been identified by the Australian Government that the increase of women in sport is an important focus for future development in Australia (Australian Sports Commission, 2008). A 2008 study conducted by the ASC found significant evidence that media coverage on women’s sport has increased dramatically over the past ten years, although in comparison to that of male coverage, results clearly indicated that more focus needs to be applied to female athletes in order to create equality at national and international levels (Australian Sports Commission, 2008). Nine per cent of all sports coverage in Australian television news media was made up by women’s sport, in comparison to that of 81 per cent coverage being made up of male sport.

Figures also show that when given media coverage, female sport had a thirty second shorter duration period to all the types of sport analysed than that of males. Alarmingly, in the same 2008 study completed by the ASC, it found that horse racing received more air time than women’s sport in Australian television news. Does this really come as a surprise then, that two horses were awarded places in the top ten female athletes in the world? According to the Australian Bureau of Statistics (2004) the answer is no. Australian’s are amongst the highest of gamblers and ranking second as Australia’s most attended and gambled on event in 2009 was horseracing (ABS, 2010).

Newspapers, magazines, radios, and television media are all ways in which the attitudes of society are formed. As a common acceptance in our society, women are deemed shorter, smaller, have less muscle, run slower and cannot lift as much as men. This would indicate then, on a gender comparison women are not only physically weaker than men they are just plain weak (Roth & Basow, 2004). This attitude may possibly cause implications towards creating a level playing field when it comes to women in sport. As it turns out, women are not necessarily naturally weaker than men to the extent commonly believed (Roth et el, 2004). This begs the question as to how this attitude is formed. D oes our media hold responsibility for societies misconception towards women? Based on the lack of media coverage towards female athletes, and the way in which women are portrayed when they do receive media attention, according to Speer (2001) who concludes that sports media plays a vital role in maintaining gender equality the answer is yes.

Contrast to this, in a study conducted on the photographic coverage at the Sydney 2000 Olympics, four daily newspapers in Florida were evaluated to clarify the portrayal of female athletes through images. Media outlets have long been criticised over the bias representation towards gender, typically in favour of men. Women are known to be expressed in a completely stereo typical manner of attractiveness and emotions. Women are portrayed through images as passive and are considered more feminine. There is a stronger emphasis on grace and glamour as opposed to their ability in success (Hardin, Chance, Dodd, & Hardin, 2002). However, the study ascertained the photographs depicted female athletes in a fair manner. Out of the total 1,425 photos studied 48 per cent were women and 52 per cent were men (Hardin et el, 2002). This can been seen as encouraging considering 38 per cent of athletes participation in Sydney were female, and 62 per cent were male (Sports Illustrated, 2001). Women however, were portrayed in a slightly more passive manner then men who were characterized in sports that emphasised strength and power (Hardin et el, 2002). Evidently, sports media plays a large contribution when it comes to gender equality. A major issue hindering the development and participation level of female athletes is due to the lack of female coverage and promotion. The likes of foundations such as Layne Beachley’s ‘Aim for the Stars Foundation’ and Women’s Health Magazine’s ‘I Support Women in Sport’ aim to inspire, motivate and encourage women across Australia who potentially fall victim to gender inequality based on inaccurate society depictions of women through the media.

Cultural and social analysis Historically, men have dominated sport. In the late nineteenth and early twentieth centuries sport was shaped by, and for, white middle class men. Men were seen as superior over women, race, and over other men belonging to a lower class or inferior rank (Saraton & Flintoff, 2002). It wasn’t until the late 1960’s that women’s participation became accepted, and on Tuesday 8th March 2011, Australia celebrated 100 years of women in sport (Australian Sports Commission, 2011). In majority of all cases though, men’s and women’s sports are segregated. There is a strong theory that men’s sports are mainly for male spectators, yet in order to be a successful sportswoman, you need to be attractive towards both men and women viewers (Saraton et el, 2002).

On July 28, 1983 Australia became a part of the Committee on the Elimination of Discrimination against Women (CEDAW) taking positive measures to guarantee gender equity (Brown et el, 2004). Section 42 of this anti-discrimination law states ‘it unlawful to exclude persons of one sex from participation in any competitive sporting activity’ (Brown et el, 2010). There are however, some exceptions to the Act which exclude those over 12 years of age from participating in activities in which the ‘strength, stamina, or physique of competitors’ is relevant. But who makes this decision? After a challenge of this law in 2001 involving a female boxer, her request to partake in a boxing event was denied in court. The sports minister of New South Wales was quoted as saying, ‘women attacking each other is simply not acceptable to a majority of people in our society, and women are more at risk from this kind of sport then men’ (Brown et el, 2010). The reasoning behind this rejection was the government’s responsibility to protect women’s femininity. Act 42, permitting gender based discrimination to those over the age of 12 (Brown et el, 2010).

The World Health Organisation describes gender as ‘the socially constructed roles, behaviour, activities and attributes that a particular society considers appropriate for men and women’. There are a number of categories that separate and differ men and women in society. The most commonly known is our biological make up. Acknowledgement of these differences is important in creating gender equality (WHO, 2010). Gender is quite possibly on a larger societal scale than that of the more familiar categories of class and race (Saraton & Flintoff, 2002). Gender differences assume that women are different from men, seldom is the research in relation to that of how men are different from women. Women are generally the most disadvantaged when it comes to gender equality with majority of matters regarding gender inequality mostly being brought to attention by women. For this reason alone, for a period of time women’s claims for equality have been regarded to as ‘women’s business’ (Connell, 2003). However, In order to build gender equality in society, Connell (2003) believes males play a vital role.

There is no secret that culturally, Australian’s love their sport. Whether participating, or cheering from the sidelines, majority of society are some way involved. According to the Australian Bureau of Statistics almost half the population aged 15 years and older attended a sporting event during 2009-10 (ABS 2011). Of this attendance rate, 3290 spectators were female, in comparison to that of 4262 males. Interestingly, Australian Rules football games were ranked in the top position for female attendance recording a total of 1172 female spectators, whilst netball was ranked in the lowest position as having the lowest spectators at just fewer than 125.

Analysis of Artefact



How is awarding two places of the top 10 female athletes in the world to horses justified? Put simply, it’s not, but somewhere, to someone they managed to justify it. Women’s Health magazine was established in 2005 and reaches 8 million readers globally. The magazine promotes health, nutrition, fitness, sex, and lifestyle for women around the world. This particular advertisement and this months issue (November) is asking you to pledge your support towards women in sport. This has come as a result of the producers also being unable to justify the rankings of the world’s top 10 female athletes. Needless to say the purpose behind this campaign is to highlight the importance of society’s attitudes towards women in sport. This campaign has sparked the support of other sporting fields in Australia such as Motorcycling Australia and the Rugby.

Upon reflection of this research I found it alarming that women have been participating in sport for decades now and are still battling for equality. As a girl myself, growing up I participated in a sport highly dominated by males. At the age of seven I was interviewed for a children’s television programme called “Couch Potato”, (which is today’s version of “Totally Wild”). This interview was to expose to females back then to sports and the social involvements it held. Amongst other things, the prime motivator behind this interview was to show that sport can be played and participated in, by anyone. 1991 is when that programme was aired. 20 years later and horses have been nominated into the top ten female athletes of the world. Are we going backwards?

How can you show your support? just follow the link : []

References Web links:

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Brown, K., & 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//, 3.

Connell, R. W. (2003). The Role of Men and Boys in Achieving Gender Equality. 1-7.

Government, A. (2009). Towards a Level Playing Field. //Sport and Gender in Australian Media//, 2-6.

Hall, A. (2002). The Discourse of Gender and Sport. //From Femininity to Feminism//, 6.

Hardin, M., Chance, J., Dodd, J., & Hardin, B. (2002). Olympic Photo Coverage. //Fair to Famel Athletes//, 64 - 66.

Roth, A., & Basow, S. (2004). Journal of Sport & Social Issues. //Femininity, Sports, and Feminism : Developing a Theory of Physical Liberation//, 245-265.

Saraton, S., & Flintoff, A. (2002). Gender and Sport : A Reader. //Just do.....What? Sport, bodies, gender//, 17-19.

Reflection Entitlement society, or working society =Private Health Insurance=

Refresh || Firstly, if you're thinking about taking out PHI, call BUPA 134 135 :) Secondly, i really enjoyed your wiki, as an employee of the PHI industry I tend to see a lot of people with the attitude represented in your artefact, from having waiting periods waived to extreme as having entire Dr's bills paid outside of the medicare benefit schedual.people always want something for free. You indicated the percentage of PHI members has increased quite substantially which i think is a great thing to free up the public sector, however this could also be a push from the government who introduced Lifetime health Cover implications for anyone over the age of 30 and Medicare Levi Surcharges for people in a high income bracket. The Government is currently means testing removing the 30% rebate subsidy. If this goes ahead, i am defiently not looking forward to having to deal with a society who wants everything for nothing, have somehting taken away from them. Great wiki.
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'It's bad enough that people are dying of AIDS, but no one should die of ignorance' - Elizabeth Taylor (actress) =mixed emotions= ||||||||~ 0 row selected - rows selected - clear Refresh || you're wiki was fantastic, the quote by Liz Taylor is all too true, if only society wasn't so ignorant then display boards such as your artefact wouldn't attract as many complaint letters. i really like how you attached a link to view some of those complaints. Homosexuality as you outlined in your wiki 'is now more openly acknowledged, accepted and practiced than it was in previous generations' although apart from societies ignorance, a lot of people not only in older generations, but also in todays generation are hesitant to change so i understand at the same time how, by moving away from your more commonly advertised hetrosexual billboards this ad could come as a shock to a lot of people. Lets hope though, this prompts more change and more notice to such an important public health issue. well done :) very thought provoking ||
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