Women's+Sport+in+the+Media

=__**How Equitable Is The Playing Field When It Comes To Women's Sport**__=

__**Student Number: 6879969**__ __**Tutor: Abbey Diaz**__

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In season 5 episode 15 of the American television show Family Guy they incorporated a skit about the Women’s National Basketball Association (WNBA). The commentators comment on the score line (which is considerably low scoring), the $7, 000 that the one of the players earn, whether the small amount of skill is worth being unattractive and comment on the one fan watching the game.
 * __Artefact__**

The artefact represents the way society views women’s basketball and more generally women’s sport. This essay will critically analyse the impact of the current view of women’s sport on participation, physical and psychological wellness. Additionally it will apply the critical feminist theory to explain the way society values (or does not value) women’s sport.
 * __Public Health Issue__**

The Australian Bureau of Statistics (ABS) found that 66% of women participate in physical activity. This was a drop from the previous research the ABS conducted. It also found that only 31% of female participated in regular physical activity. Considering both the physical and mental health benefits of living a physically active lifestyle it would be ideal if everyone participate in regular physical activity (Brauer, 2009; Shaffer, & Wittes 2006). The ABS also researched the reasons why people participated in physical activity. More female respond that they were physically active for health/wellness than males. In contrast more males participated for enjoyment when compared to women. This shows a difference in the way females and males view physical activity.
 * __Literature Review__**

The media plays a critical role in the way society views women’s sport and the way in which is covers, or fails to cover, women engaging in sport shapes the way in which society perceives female athletes (Duncan et al. 1990). In a survey carried out by the Australian Sports Commission in 2006 found that while media coverage of women in sport had improved since 1980. However women’s sports only made up 10.7% of sports stories in newspapers, 2% of televised sport and 1.4% of sport broadcasted on the radio. An a staggering report in a report by Strachan that horse racing alone receives more television coverage on Australian television than women’s sport. It also stated that women needed to be successful to gain media coverage, however; male athletes were discussed in the media irrespective of their success.

A recent study looked at the emotional arousal levels while watching male sports compare to female sports. They compared both self reported and physiological arousal levels. The results showed that males reported higher self reported arousal levels when watching male sports, however; there was no difference in the physiological arousal levels. The study suggested that the bias seen is as a result individuals have been taught to believe that male sports are inherently more exciting and arousal (Sargent, 2003).

In is now common knowledge that eating disorders have become increasingly more common among females (REF). This rise in the prevalence of eating disorders is commonly link to the media and the way that female are portrayed in the media. Bissell (2004) found that a combination of both media coverage of women’s sport and participation in sport were linked to better attitudes surrounding an individual’s body image. This was with the exception of sports that place a large emphasis on a lean figure (such as, gymnastics, dancing, etc)

A study looked at the enjoyment of individuals from televised sporting events. The study concluded that the majority of women that watch sport primarily watch it to be able to talk about it with the males in their life and improve their relationships as a result. This means that the sports that the females within this study watched were male sports such as football. Of the women’s sports that were watched they were sports such as figure skating, gymnastics and cheerleading. These sports have a large focus of traits of grace and beauty, which are stereotypically feminine (Whiteside, & Hardin 2011; Grau, Roselli, & Taylor, 2007).

With the limited amount of women’s sports coverage, elite female athletes are rarely known well enough to be role models. If you ask any boy that participates in sport who they aspire to be like they will more than likely name one of the top elite athletes from the sport of there interest. In research by Vescio et al. (2005), only 8.4% of females considered a sports person to be their role model. Although there is limited amounts of female athletes in the media the way in which they are portrayed in the media also needs to be considered.

Sex sells. This seems to be a large part of promoting women in the media. A concept used by the media to make women’s sport more attractive to the public. There is evidence to suggest that the sexualised were received favourably by males aged 18-34 (Kane & Maxwell, 2011). However, the same study also found that the photograph displaying a competent sport women participating in her sport received a majority of positive comments for the respondents regardless of their age or gender.

The way that females view sport is to a great extent affected by its representation in the media. As evident from the litriture reviewed there are many factors that effect women’s sports in the media; including not only what is displayed in the media but also how is it displayed in the meida. The reasons why women’s sport is portrayed in the media in this way is as a reslt of sociologicaland cultural norms. The Australian Bureau of Statistics found that 66% of women participated in physical acitivity in 2055-2006 (this was equal to the percentage of men). Society has come along way and participation rates of females have improved drasticaly; to be equal with those of males within Australia. However, there stil seems to be little improvement of the media coverage of women’s sport (Phillips, 1997).
 * __Social and Cultural Analysis__**

The introduction of Tittle IX was a massive step in reaching equality for women. It states that intercollegiate programs in the United States were required to provide equal opputunies for females; which resulted in a large increase the sports avaible to women and female participants at the colligate level (Rhoads, 2004; Robert & Xu, 2010). However, there was no change in the portral of women’s sports in the media.

Women are participating in sport; however, the perception of elite athletes needs to be changed. In order for women’sport to be successful within the media there need to be a shift in the way society values women’s sports. Currently there in no appriciation for women’s sport and while this remains the same it will be impossible for women’s sport to be succesful within the media.

The aretefact represents that way that society views women’s sports, as a joke. However, while doing so in a humorous way it shows many of the issues that female athletes faces; lack of money in professional sports, lack of respect and a lack of interest. With society placing such little value on the importance of women’s sport in the media it can have effects on the participation rates of females.
 * __Analysis of__** **__Artefact__**

As an individual that plans to pursue a career with the field of physical activity I think that it is imperative that society shifts the way we value women’s sport. As a country that often prides themselves on the love of sport I think that we need to start respecting for women’s sport the same way and idolise and portray both our female and male elite sport stars. However, this idea of the way society sees women’s sports is so ingrained in our culture it is not going to be easy to change. While we have come along way for women’s sports there is still a long way to go until equality on the sporting field is achieved.

As research has shown the health (both physical and metal) benefits and considering the fact that the world is currently facing an obesity crisis can we afford to continue to have this view of women’s sport?


 * __Bibliography__**

Angelini, J. R. (2008). Television Sports and Athlete Sex: Looking At the Differences in Watching Male and Female Athletes. //Journal of Broadcasting & Electronic Media, 52//(1), 16-32.

Bissell, K. L. (2004a). Sports Model/Sports Mind: The Relationship Between Entertainment and Sports Media Exposure, Sports Participation, and Body Image Distortion in Division I Female Athletes. //Mass Communication and Society, 7//(4), 453-473.

Bissell, K. L. (2004b). What do these messages really mean? Sports media exposure, sports participation, and body image distortion in women between the ages of 18 and 75. //Journalism and Mass Communication Quarterly, 81//(1), 108-108-123. from Library and Information Science Abstracts (LISA) database.

Blinde, E. M. (1986). Contrasting Orientation Toward Sport: Pre - and Post-Title Ix Athletes. //Journal of Sport & Social Issues, 10//(1), 6-14.

Brauer, S. (2009). Physical activity and public health: physical activity and public health: updated recommendations for adults from the ACSM and AHA.(Appraisal: Clinical Practice Guidelines)(American College of Sports Medicine)(American Heart Association). //Australian Journal of Physiotherapy, 55//(3), 215(211).

George, C., Hartley, A., & Paris, J. (2001). The representation of female athletes in textual and visual media. //Corporate Communications: An International Journal, 6//(2), 94-94-101. from Library and Information Science Abstracts (LISA) database.

Grau, S. L., Roselli, G., & Taylor, C. R. (2007). Where's Tamika Catchings? A Content Analysis of Female Athlete Endorsers in Magazine Advertisements [Article]. //Journal of Current Issues & Research in Advertising, 29//(1), 55-65. from bsh database.

Hallmark, J. R., & Armstrong, R. N. (1999). Gender equity in televised sports: A comparative analysis of men's and women's NCAA division I basketball championship broadcasts, 1991‚Äì1995. //Journal of Broadcasting & Electronic Media, 43//(2), 222-235. Retrieved 2011/10/18

Hardin, M., & Shain, S. (2005). Strength In Numbers? The Experiences and Attitudes of Women in Sports Media Careers. //Journalism and Mass Communication Quarterly, 82//(4), 804-804-819. from ProQuest Central database.

Harrison, K., & Fredrickson, B. L. (2003). Women's Sports Media, Self-Objectification, and Mental Health in Black and White Adolescent Females. //Journal of Communication, 53//(2), 216-232.

Martin, S. B., Richardson, P. A., Weiller, K. H., & Jackson, A. W. (2004). Role Models, Perceived Sport Encouragement, and Sport Expectancies of United States Adolescent Athletes and Their Parents. //Women in Sport & Physical Activity Journal, 13//(1), 18-18-27. from ProQuest Central database.

Rhoads, S. E. (2004). Sports, sex, and Title IX [Article]. //Public Interest//(154), 86-98. from bsh database.

Robert, K., & Xin, X. (2010). Title IX, Girls’ Sports Participation, and Adult Female Physical Activity and Weight. //Evaluation Review, 34//(1), 52-78.

Sargent, S. L. (2003). Enjoyment of televised sporting events: Evidence of a gender gap. //Communication Research Reports, 20//(2), 182-188.

Shaffer, D. R., & Wittes, E. (2006). Women's Precollege Sports Participation, Enjoyment of Sports, and Self-Esteem. //Sex Roles: A Journal of Research, 55//(3-4), 225-225-232. from Sociological Abstracts database.

Vescio, J., Wilde, K., & Crosswhite, J. J. (2005). Profiling sport role models to enhance initiatives for adolescent girls in physical education and sport. //European Physical Education Review, 11//(2), 153-170.

Whiteside, E., & Hardin, M. (2011). Women (Not) Watching Women: Leisure Time, Television, and Implications for Televised Coverage of Women's Sports. //Communication, Culture & Critique, 4//(2), 122-143.