Here's+an+Idea-+Provocative+Male+Cheerleaders+For+Women's+Football?+When+Pigs+Fly!

Name: Taylor Ryan Student Number: N7553285 Tutorial Time: Friday 9am-10am Tutor -Katie Page WOMEN'S SPORT AND THE MEDIA = = = = __ Here's an Idea __- Provocative Male Cheerleaders For Women's Football?...Society's Answer: When Pigs Fly! HOW EQUITABLE IS THE PLAYING FIELD WHEN IT COMES TO WOMEN IN SPORT?

** 'Women have a vital role to play in the development of sport in Australia - as participants, volunteers, athletes and sports leaders as coaches and administrators. And yet we still see women facing barriers to participating in sport across their lifetime and an unwarranted lack of profile when it comes to high performance sport (Australian Government, 2010). **

//'There is a very important thread in popular consciousness which sees the very presence of women in sport as bizarre' (Hargreaves, 1986) // = = ARTEFACT ANALYSIS

The image “The Objectification of Female Athletes” appeared online on a blog site on the 29th of October, 2010. The image itself depicts six successful and attractive female athletes who have posed for FMH- For Him Magazine (Australia’s leading men’s lifestyle, magazine). The image shows women wearing provocative swimwear and or minimal clothing. The first image (top left) shows a female swimmer wearing a skimpy bikini and high heels. The second image is a female soccer player hunched over holding two soccer balls that cover her breasts and her pelvis. The third image shows a female volleyballer standing in a provocative stance, exposing her body, with the bathroom decor represented in a gossamer style, (i.e. reminiscent of Arabian nights). The next athlete is a successful swimmer, who is topless and wearing merely underwear, performing an over the shoulder glance. The second last image is an athlete wearing a white bikini, with her legs spread brazenly. The last image shows a female golfer in her bikini again in a deliberate stance. It is evident that artefact presented is an accurate representation of how women in sport are construed in today’s society. McGinnis, McQuillan, & Chapple (2005) argue that the mass media portrays women in sport in a depreciative manner due to society’s interpretation of women. The mass media selectively advertise female athletes who are considered more attractive. Female athletes are demoralized and creating subdivisions relating to fair opportunities between men and women. This is highlighted through women’s choices where making money to promote themselves and their sport are considered more important instead of their integrity (Burke, 2005). Bruce (2008) states that media interpretations have helped to reinforce these social structures and expectations of female athletes, by viewing them in the way men want them to be portrayed. In other words, to be successful or merely participate, you must be attractive. Such representations have shown to have pessimistic affects on young adolescent girls and women's comfort, and their own satisfaction in continuing to play sport whether at elite or recreational level (Zurbriggen & Morgan, 2006). Continual exposure to sexualized women ideals has had dramatic affects on self esteem and can trigger depressive symptoms among younger girls and women (Zurbriggen & Morgan, 2006).

PUBLIC HEALTH ISSUE

Evidence from the World Health Organisation (2010) demonstrates from early ages, there are significant differences in gender based attitudes towards sport and physical activities. Participation rates between men and women are most prominent in the age brackets of 18-24, but decline with age. This public health concern needs to be addressed, as it may have an effect in later participation in physically active lifestyles causing an increase in morbidity through obesity and cardiovascular diseases (World Health Organisation, 2010). Australian Bureau of Statistics (2010), show that women’s participation in sport has improved with a rating of 65.7 % compared to men being 66% correspondingly. Evidence has shown males to have higher participation rates in every age group, with the difference most evident in the 12-14 &15-19 age groups (Australian Bureau of Statistics, 2010). World Health Organisation (2010) states that decreasing levels of physical activity in girls and women in non- competitive and competitive sport, has been linked to pressure from peer groups to seek other activities associated with perceptions of femininity. This further supports society’s ideologies of traditional masculine and feminine perceptions that are reinforced in social patterns and the politics of sport.

This artefact represents how women in sport are construed by a masculine hegemonic society and is a symbol of how female discrimination is still occurring in today’s competitive sport. This essay will demonstrate the sexual objectification of women in sport and its negative impact on female participation rates in physical activity. This has become a prominent issue in recent years, as the mass media, has become one of the leading contributors to these structured ideologies of the female athlete and has shaped societies cultural attitudes and values (Burke, 2005). This essay will analyze how such representations of female athletes’ leads to the greater health issue affecting young adolescent girls and women, where continual exposure to sexualized ideals forces a negative mind set about themselves, particularly regarding sport. Furthermore, it will provide an in-depth analysis of the history of sexual hierarchy where society still values growth to men and the same opportunities are not afforded to women within the sporting sphere.

LITERATURE REVIEW Research shows that sport serves as an influential factor in supporting gender inequalities and subsequently influences how women are perceived in today’s society based on sexual objectification, heighted by the role of the media (Harden & Greer, 2009). Burke (2005) explains that women are considered less powerful and consequently subjugated by men. In patriarchal societies, it has been the norm that the biological differences between men and women are a good reason for forcing them into different social roles. Current research shows that the prevalence of gender based discrimination in sport mirrors traditional gender stereotypes and reinforces gender inequalities (Sandys, 2007). It is important to understand these gender inequalities are widespread and have become socially defined characteristics that are present in society’s roles, responsibilities and behavioral patterns of men and women. The historical movement of women in sport has perpetuated from the Victorian Era where gender inequalities were predominant and women were judged based upon their aesthetic and conservative appeal and were discouraged to participate in any physical activity. Female athletic ineligibility grew from this notion that athletics and sport encouraged improper behaviour and that the altered body types from such would place a burden on a women’s beauty and health and put the position of motherhood at jeopardy (Burke, 2005 and Buhr, 2010). Men on the other hand pursued the development of muscular christianity (Watson, Weir, & Friend, 2005), which focused on the relationship between sport, physical fitness and religion and association with a manly character (Watson, et al., 2005) <span style="display: block; font-family: 'times new roman','serif'; font-size: 16px; text-align: justify;">These gender structured norms have progressed as the physicality of women in sport has become more tolerable, but only marginally. The issue that surrounds women’s sport is not the low quality interest, but rather the low quality product where women have become marginalized and sexually exploited, by society’s patriarchal interpretation of how females should be valued. The socially constructed meanings surrounding physiological differences between males and females’ present "male" structure of organized sports, and the contribution of the media’s negative interpretation of the female athlete (Boyle, 2008). Women have made a consistent and significant contribution to Australian sport at all levels, yet their achievements on the whole receive limited coverage by the media (NSW, Sport and Recreation, 1997). These norms are evident in sport across the world where men are having more sponsorship and therefore more media coverage. Men are purposely symbolized as the more active, stronger and dominant figure. Consequently, through the influence of the media, it isn’t difficult for society to believe that women should be less dominant in sport (Groghan, 2011). <span style="display: block; font-family: 'times new roman','serif'; font-size: 16px; text-align: justify;">Research conducted by the Australian Bureau of Statistics (2010), showed that males had a participation rate of 58.5% whilst females having 50.9% with further significant differences in media coverage in relation to their continuing achievements. Statistics by the Australian Government (2010), show that women received a total of 9% of sport coverage in Australian television news media, and 7% of non-news programming. Male coverage occupied 81% of the television news reporting and 86% of the non-news programming (Australian Government, 2010). This supports theoretical ideology where society still values growth to men in sport with the same opportunities not afforded to women (Boyle, 2008). This lack of attention and harsh under representation weakens the degree to which women are competing and provides a false sense of reality (Austrlaian Bureau of Statistics, 2011). This creates a cruel sequence because the growth of women's sports is sternly restricted due to lack of funds held responsible by sponsors who are more interested in successful teams and athletes. <span style="font-family: 'Times New Roman','serif'; font-size: 16px;">The media is responsible for abiding to the confined ideologies by rewarding female athletes whose physical appearance follows the heterosexual femininity (Knight & Giuliano, 2003). In addition, Bruce (2008) and Burke (2005), argue that attractive female athletes are portrayed in ways that objectify their sexual attractiveness, therefore resulting in the female receiving more coverage and sponsorship. Allen, (2006) acknowledges this fact and state that: ‘by portraying female athletes as feminized and sexualized others, the media trivialize and therefore undermine their athletic achievements’. The fundamental message being delivered by such harsh constructs is that athleticism and femininity are opposing aspects and this is reflected in society where female athletes must learn to balance their athletic ability with femininity to be socially accepted (Burke, 2005).Girls and women who more frequently consume or engage with mainstream media content offer stronger endorsement of sexual stereotypes that depict women as sexual objects (Ward, 2002;Ward & Rivadeneyra, 1999; Zurbriggen & Morgan, 2006).They also place appearance and physical attractiveness at the center of women’s value. These gender representations heavily influence what types of sport women choose to participate in such as dance, figure skating, and gymnastics that demonstrate femininity. These sports display sophisticated movements and outfits that are elegant and flattering of the female form. According to the Australian Bureau of Statistics (2010), sports that promote such gender constructs including netball, tennis and gymnastics were more frequently played by women than sports such as rugby or soccer. On the basis of such understanding, it is evident that the majority of women conform to sports that follow these feministic ideals, instead of sports that have the potential for reducing physical power imbalances on which patriarchy is founded and reified (Roth & Basow, 2004).

<span style="display: block; font-family: georgia,serif; font-size: 24px; text-align: center;">CULTURAL ANALYSIS

<span style="display: block; font-family: 'times new roman',times,serif; font-size: 16px; text-align: justify;">From the beginning of the 20th century, the feminist movement has made a significant improvement to the position of the female athlete in society (Liang, 2009). Women were depicted as the graceful figure and were only permitted to participate in sports that were less strenuous and competitive. Feminist scholars have attempted to turn around these societal norms to further appreciate achievements by female athletes. This was pursued by striving for equal rights, which enabled women to be appreciated and to use sport as a way to improve their health and wellbeing, create new identities and participate in male dominated areas (Liang, 2009). This communal movement of feminism has had a tremendous affect on society, but there are still numerous dilemmas that remain. <span style="display: block; font-family: 'times new roman',times,serif; font-size: 16px; text-align: justify;">Feminist epistemology branches from feminist theory which incorporates social epistemology and focuses on the ideologies of gender, gender specific concerns and the familiarities of creation of knowledge (Anderson, 2011). It demonstrates that gender inequality is directly linked to men assuming they are dominant to women based on patriarchal understandings. Gender-based discrimination is depicted in physical education, recreational and competitive sports, organizations and sport media which further supports the saturation of the socially constructed ideologies associated with masculinity and femininity within sport in our current society. This is particularly evident with women, whose roles in society were previously predetermined and established based on gender biasness (Burke, 2005). The historical evidence of gender unfairness was prominent in the mid 1900’s, where the role of women was relegated in accordance to their second class status (Bruce, 2008). However as society has emerged and government action has begun to eliminate gender inequalities, women are still pushed into playing traditional female sports such as netball, gymnastics or figure skating all at which adhere to the societal norms of the ‘ideal woman’. It is safe to say that the past time gender philosophies are vastly responsible for the ongoing issues of gender inequalities in our current society. <span style="display: block; font-family: 'times new roman',times,serif; font-size: 16px; text-align: justify;">The unsurprising social patterns and the politics of sport have been greatly reliant upon the philosophies of gender and this in turn reinforces the notions of male domination. Sports have always been used to promote social and political movements and encourage specific outcomes that follow societal change (Wolff & Kaufman, 2010). It can be understood based on studies done by feminist, Elizabeth Anderson (2011), that those political and social understandings of sport and women have a direct association with the media. There is implied social and political content in the form of value messages in the mediated presentation of sport. Thus the media are responsible for society’s cultural and political understanding of how females in sport should be valued. <span style="display: block; font-family: 'times new roman',times,serif; font-size: 16px; text-align: justify;">These gender issues are continually reinforced when female athletes are depicted in suggestive poses by the media, sending a “woman first, athlete second” attitude that challenges female athletes achievements and self-esteem. The objectification of the female body has clearly permeated our cultural milieu; which will most likely affect many young girls and women to feel obligated to look like many of these sexualized athletes (Burke, 2005). It is important to note, it is not sport that needs to change, rather society’s communal barriers of masculine and feminine ideals that need to be revolutionized. Public health experts recommend that more attention needs to be focused on encouraging young girls and women to participate in physical activity and sport (Liang, 2009). By addressing this problem, it will allow barriers to be dealt with, and pursue female athletes in new and more appropriate ways. Furthermore, women should be given equal opportunities within the realms of sport regardless of the power men hold in society and hence why the feminist movement is still current in many aspects in today’s society including sport. = = <span style="font-family: Georgia,serif; font-size: 120%;">ANALYSIS OF THE ARTEFACT AND YOUR OWN LEARNING REFLECTIONS = = <span style="display: block; font-family: 'times new roman','serif'; font-size: 16px; text-align: justify;"> The symbolic representation of this artefact, immediately address the athletes attractiveness and their sexual physique, without questioning who these women are or their athletic ability. It is distressing to know that the majority of female athletes choose to be in such raunchy images, where the idea of making more money is considered more important to them instead of their integrity. These images outweigh media coverage of female sports and promote negative representations which force society into thinking that to see a female athlete in action you’re better off looking at the latest FHM to get the ‘real deal’. The problem is not just women being marginalized but also the low quality interest and the low quality product. Society believes that athleticism and femininity are opposing aspects, where women must learn to balance their athletic ability with femininity to be socially accepted. If you were to cross these boundaries and choose a sport that did not represent the ‘proper female athletic image’ and promoted a hegemonic masculine figure, then you would be considered an outcast. I find this issue of female athletes quite disturbing given my own experiences in sport. I compete in professional weightlifting, which is viewed very poorly as a women’s sport, and it irritates me that women are not given a fair go based upon societal norms of hegemonic masculinity. I would agree that women are not built to compete in such extremities as their fellow male counterparts but I personally feel this shouldn’t be utilized and targeted as a weakness. Men are considered most important when it comes to sport, however at the end of the day - just remember all winners stand on the same podium.

<span style="display: block; font-family: 'times new roman','serif'; font-size: 16px; text-align: center;"> <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 16px;">Reflections ON PUB209 Student’s Pages Page:Genuine or Genuine Photo Opportunity – The truth about closing the gap Comments: I thoroughly enjoyed reading this analysis. I found it very informative and interesting, especially in relation to some of the statistical evidence in relation to the health standards between Indigenous Australians and Non Indigenous Australians. I strongly agree that the health issue of the Indigenous community is quite appalling, and it has taken the Government until recent years to do something about it. What is even more distressing is the health of Australians over the last 50 years has improved immensely due to medical advances and rising prosperity. However, it is unacceptable that indigenous have not shared in the same benefits. The statistical evidence you provided – ‘by the year 2030.....the gap will no longer exist ‘was an interesting statement. I hope this goal is achieved by then and the indigenous people have equal opportunities. However, I feel because they have been overlooked and ignored for such a long time, it will be a difficult project to fulfill not only in improving their health, but improving the relationship we currently share with them. I feel that because the broader community hasn’t made the time or effort to understand the aboriginal culture, this campaign will not take off with shining colors. Until society understands their norms that exist and their culture – no campaigns will end on a positive note. It will definitely be an eye opener the day the indigenous community reach the health standards enjoyed by the broader community! Well done!

<span style="color: black; font-family: 'times new roman','serif'; font-size: 16px;">Page: Each time you sleep with someone, you're also sleeping with his past <span style="color: black; font-family: 'times new roman','serif'; font-size: 16px;">Comments: This topic was interesting as it is very relevant to today’s society, especially the younger generations. The presentation of your wiki is fantastic, well written and addresses the topic thoroughly. What grabbed my attention immediately was the title of your page, and I can definitely say you nailed the developing and ongoing public health issue through theoretical and statistical evidence. I definitely agree that the media is responsible for creating inappropriate and unhealthy sexual messages to society, where it’s a whole monkey see, monkey do attitude. Consequently, through the influence of the media, it isn’t difficult for people to ascertain that it is ok to be sexually promiscuous. I found it interesting that there were 70,000 Australians diagnosed with STIs in 2009! The Australian community is a well educated country, however it seems that sex nowadays is taken for granted. It seems to be embedded in the minds of the younger generations that being cautious isn’t the norm you want to promote, its ‘live life to the fullest’ attitude. However, in regards to sexual behaviour this connotation results in negative outcomes, such as the increasing numbers of STIs. Great Read!

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