Females,+Sport+&+The+Media

__Name __: Daniel Darnett __Student Number__: n8325821  __Tutorer__: Michelle Newcomb

**RUNNING LIKE A GIRL: HOW EQUITABLE IS THE PLAYING FIELD WHEN IT COMES TO WOMEN IN SPORT. **

[|Jimmy Kimmel Makes Fun Of WNBA Dunks] __ARTEFACT ANALYSIS __ This short YouTube clip 'Jimmy Kimmel Makes Fun Of WNBA Dunks' (2008) is a skit from a talk show, Jimmy Kimmel Live. This YouTube clip shows Jimmy Kimmel explaining that Candice Parker of the LA Sparks completed a slam dunk in a recently played Womens National Basketball Association (WNBA) match and then cuts to the video footage of the dunk. Afterward, the skit from the show is then played. This skit advertises the only two apparent dunks-according to Jimmy Kimmel-in WBNA history. The first dunk shown is in 2002, then next dunk shown is in 2008. While the video footage of the dunks are shown, a voice over is explaining that the WBNA can only produce a dunk every six years and to expect the next one in 2014. This skit helps sustain the current social mentality of women in sport and present womens sport as a lesser or inferior quality to that of mens sport (Rodriguez & Schell, 2000).

__PUBLIC HEALTH ISSUE __ Mass media is a powerful factor which influences our beliefs, attitudes, and the values we have of ourselves and others as well as the world surrounding us (Koivula & Nathalie, 1999). 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). 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 acknowledgment for their achievements (Professor C. Daley, personal communication, March 16, 2011). This severe lack of media attention, results in less funding and sponsorship deals for females. Causing women to shy away from not only sporting careers, but also jobs within the sporting industry.

__LITERATURE REVIEW__ Current research involving women's sport highlight body image constructs, gender inequalities and the role that the media plays influencing these ideologies. Traditionally sport and physical activity has been associated with masculinity and hegemony (Houlihan, 2008). Prior to the 20th century activities for women were recreational rather than sport-specific in nature. They were noncompetitive, informal, rule-less; they emphasized physical activity rather than competition. Thus, women were excluded from equitable access to sporting facilities and experiences. A dominant belief in the 1800s was that each human had a fixed amount of energy. If this energy were used for physical and intellectual tasks at the same time, it could be hazardous, therefore women were encouraged not to exert themselves. Any physical activity for a woman was thought to be especially hazardous because during menstruation she was "periodically weakened". In 1874, Dr. Edward Clarke published //Sex in Education //; or, //A Fair Chance for Girls //, which sparked a tenacious and acrimonious debate about the capacity of women for physical activity. He stated that, "both muscular and brain labor must be reduced at the onset of menstruation" ( p. 102). (Bell, 2007). These beliefs manipulated science to reinforce traditional gender logic  that b <span style="color: black; font-family: 'Arial','sans-serif';">ig, tough, powerful male athletes are the symbolic proof of sport. This masculinised culture of sports celebrates values that privilege men and marginalise women.

<span style="font-family: 'Arial','sans-serif';">Today's society has experienced an extensive modification overtime and the ancestral medical and conventional reasons behind women not partaking in sport have been eradicated as there is a distinct presence of females participating in physical activity. Currently in Australia, female participation in physical activity is equal to male participation rates (Australian Bureau of Statistics, 2011). However, the discrepancy between the numbers of females engaging in sport compared to males is considerable. This is due the substantial difference between female media coverage and male media coverage (Australian Sports Commission, 2008 – 2009). <span style="color: black; font-family: 'arial','sans-serif';">Data from The Australian Sports Commission (2008 – 2009) reveals that the coverage of women’s sport makes up 9 per cent of all sports coverage in Australian television news and current affairs while male sport makes up 81 per cent. The Australian Sports Commission (2008 – 2009)also revealed that that reports on female sport had the lowest average duration of all the types of sport analysed, with reports on male sport having an average duration of 30 seconds longer than reports on female sport. Augmenting the disparity in average duration, in some <span style="font-family: 'Arial','sans-serif';">instances reporting on female competitions was added on to the end of more prominent reports about the corresponding male competition. While they were relatively isolated, these instances served to contribute to the disparity in duration of coverage between male and female sport, and to implicitly give male sport more significance than female sport in Australian media. It is thought that this under representation of women in sport is due to gender differentiation in social relations. Lenskyj (1998) reported that women lack power, resources, autonomy and sense of self that males possess. Lenskyj's paper ended that this imbalance is a product of the gender relations between the sexes and strongly influences the sexes differing experiences of sport. Garret (2004) stated that he believes there is an entrenched sexism that underpins the lack of balance in coverage of women’s sport. While Phillips et al (1999) reported that they believe the lack of representation of women in sport is due to the biological differences between men and women. Men are thought to be bigger, faster and stronger than women. Conveying the idea that women are not true athletes in comparison to men. The demeaning thoughts surrounding women in sport are embedded in the minds of society (Phillip, et.al 1999).

<span style="font-family: 'Arial','sans-serif';">The notion of manliness, masculinity, courage, strength –all the things that are literally present on the playing field and are symbolic of what it means to be a man –can be found in sport (Daley, 2011). This masculine cultural construct encompassing sport marginalize women and the opportunities that are accessible to them. The Australian Bureau of Statistics (2011) reported that more males than females are employed in sport and physical recreation occupations. The Australian Bureau of Statistics (2011) also found that of those women who occupy sporting employment roles, typical jobs were scorer/time keeper roles, medical support officers, fitness, gymnastics, horse riding, recreation and swimming coaches. This is opposed to the typical male roles of coaches, masculine sports instructor or referees. These statistics support that men dominate the 'powerful' employment roles in areas of sports and recreation. Garrett (2004) thought that the segmentation of women and men in sporting employment aids in creating the masculine ethos that pervades modern sport.

__<span style="font-family: 'Arial','sans-serif';">CULTURAL & SOCIAL ANALYSIS __

<span style="font-family: 'Arial','sans-serif';">History has shown that women enjoy mixed fortunes at the best of times in sport. They positively highlight the scope of participation, as well as the complex interactions and responses this generated across time and place. The methodological and theoretical approaches incorporated firstly challenge us to reconsider the existing historiography in terms of both 'gaps' and interpretation. Secondly, they invite us to question the apparent rigidity of gender identities and the way that sport in itself perpetuates associated discourses. Finally, they remind us that there can be no definitive 'take' on the state of play: 'women' in sport history are not an experientially undifferentiated mass, but their participation has been contingent upon a range of factors including life stage, social class, ethnicity and national identity. (Taylor, 2010).

<span style="font-family: 'Arial','sans-serif';">Since women first started participating in sport, they have consistently battled against, among other things, adversity and societal ideologies. Not until 23rd June, 1972 was something major done to aid women in the battle against discrimination in sport. Title IX of the Education Amendments of 1972 was passed under the United States law, that amended Title IX of the Civil Rights Act of 1964. It stated that "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 Department of Labour, n.d). This was a substantial turning point for women in sport not only in USA, but in most countries around the world. On the other hand, there are still some unfortunate countries around the world that prohibit females from participating in sport. This is due either to their culture or their religion.

<span style="font-family: 'Arial','sans-serif';">However, everything women have done to promote themselves as equals to men in sport is worth almost next to nothing if the media keep treating females as second class to males on the sporting field. The mass <span style="color: black; font-family: 'arial','sans-serif';">media <span style="font-family: 'Arial','sans-serif';">are potent in the creation and maintenance of societal perspectives. The images we see, the words we hear and read, and the type and amount of coverage provided to certain events are all in the hands of the <span style="color: black; font-family: 'arial','sans-serif';">media <span style="font-family: 'Arial','sans-serif';">. Whether the <span style="color: black; font-family: 'arial','sans-serif';">media <span style="font-family: 'Arial','sans-serif';">work to "create, reflect, or refract cultural attitudes" is still up for debate; however, most would agree that the <span style="color: black; font-family: 'arial','sans-serif';">media <span style="font-family: 'Arial','sans-serif';">have the potential to influence societal thoughts and attitudes. (Fink & Janet, 1998). The World Health Organisation (2011) describes gender as ‘the socially constructed roles, behaviour, activities and attributes that a particular society considers appropriate for men and women’. If society constructs the roles in which males and females can carry out, why then do female athletes still struggle to be accepted as equal to their male sporting counterparts? Because the <span style="color: black; font-family: 'arial','sans-serif';">media <span style="font-family: 'Arial','sans-serif';">as an establishment potentially has such an impact, it could be a vital tool to advance or impede <span style="color: black; font-family: 'arial','sans-serif';">female <span style="font-family: 'Arial','sans-serif';">athletes' struggle for societal acceptance (Fink & Janet, 1998). Currently, the media is denying women the success they rightfully deserve. Only when the media starts to change their ways and give equal coverage to both male and female sports, will society fully accept females and males in sport equally.

__<span style="font-family: 'Arial','sans-serif';">ANALYSIS OF ARTEFACT AND PERSONAL LEARNING REFLECTION __

<span style="font-family: 'Arial','sans-serif';">This skit from Jimmy Kimmel Live demonstrates that female athletes are constantly being negatively discriminated against. Even when they achieve high standards or even complete a dunk the exact same way their male counterparts would do, they get condemned. The media is a very powerful force in society, and if it persists on giving female athletes minimal coverage when they accomplish great feats, and skits continue discriminating against women, what hope do females athletes have to be absolutely accepted within society.

<span style="font-family: 'Arial','sans-serif';">It is evident to me that if there is to be an end to the discrimination of women in sport, equal media coverage, funding and rights must be implemented. In doing so, this will create an equal acceptance between males and females within society. Therefore, encouraging more females to get involved in working in sport, and ultimately, playing sport,

<span style="font-family: 'Arial','sans-serif';">After finishing all three assignments and applying personal critical thinking and analysis, research and referencing, societal and theoretical analysis of my research topic along with the skills I have developed over the course of this unit, I can safely say that my future learning and thinking process has been affected.

__LEARNING REFLECTION AND ENGAGEMENT TASK__ <span style="font-family: 'Arial','sans-serif';">Men Vs. Women – Tiffany Wong: n8329923

<span style="font-family: 'Arial','sans-serif';">I very much liked your choice of artifact. As it shows that female athletes can not only compete and achieve at the same standard as male athletes, but also, have as much drive and competiveness as males do to win. Your artefact, as you say, it very obviously ‘promotes very a positive message about women’s physicality; breaking down the barriers and ideology that women are inferior to men when it comes to physical performance and competition.’ Advertisements with very positive messages like this, I believe need to be broadcast throughout the world. This way, it might not take as long for women to be treated equally in sport. However, it is evident that there are small steps being taken, when you said that the 2007 Australian Open Tennis Championship awarded for the first time equal prize money for that male and female winner is confirmation of this. If this trend were to hopefully continue, females will finally receive the recognition the so rightfully deserve.

<span style="font-family: 'Arial','sans-serif';">'Ooh La La, Did you see that'- How equitable is the playing field when it comes to women's sport – Andrew Shaw: <span style="color: black; font-family: 'Arial','sans-serif';">n8310319 <span style="font-family: 'Arial','sans-serif';">It is quite distressing to see that more than half of Australian women aged 18-75 are not reaching the recommended levels of physical activity. But when you look at how low women’s sports media coverage is and that women’s sport only makes up 9% of all sports coverage in News and Current Affairs it is not surprising. What shocked me most though, was the abysmal attendance of 1872 for the grand final of the 2010-2011 Australian women’s soccer. Then comparing this to the attendance of 50,168 for the A-League men’s grand final was phenomenal. But this will continue to happen if women’s sport maintains this current cycle it is in. Once women’s sport can break this cycle, hopefully then they will be treated equally with regards to media coverage, funding and interest from the public.

__LINKS__

Australian Bureau of Statistics: <span style="font-family: 'Arial','sans-serif';">[]

Australian Bureau of Statistics: <span style="font-family: 'Arial','sans-serif';">[|http://www.abs.gov.au/ausstats/abs@.nsf/Products/4156.0~2011~Chapter~Census+of+Population+and+Housing?OpenDocument#122724242010995357991227242420109950]

Australin Sports Commission: <span style="font-family: 'Arial','sans-serif';">[]

World Health Organisation: []

__<span style="font-family: 'Arial','sans-serif';">REFERENCES __

<span style="font-family: 'Arial','sans-serif';">Australian Bureau of Statistics. (2011). Sports and Physical Recreation: A Statistical Overview. Retrieved from []

<span style="font-family: 'Arial','sans-serif';">Australian Beruea of Statistics. (2011). Sports and Physical Recreation: A Statistical Overview. Retrieved from [|http://www.abs.gov.au/ausstats/abs@.nsf/Products/4156.0~2011~Chapter~Census+of+Population+and+Housing?OpenDocument#122724242010995357991227242420109950]

<span style="font-family: 'Arial','sans-serif';">Australian Sports Commission. (2008 – 2009). Towards a Level Playing Field: //<span style="font-family: 'Arial','sans-serif';">sport and gender in Australian media. //<span style="font-family: 'Arial','sans-serif';"> Retrieved from []

<span style="font-family: 'Arial','sans-serif';">Bell, R. C. (2007). A History of Women in Sport Prior to Title IX. //The Sport Journal, 10//(2), 1-2.

<span style="font-family: 'Arial','sans-serif';">Cunningham, G. B. (2003). Media coverage of women's sport: A new look at an old problem. //Physical Educator, 60//(2), 43-49.

<span style="font-family: 'Arial','sans-serif';">Daley, G. (2011). HMB315 Socio-Cultural Foundations Of Physical Activity: Understanding Activity – The Cultural Level [Lecture Notes]. Retrieved from []

<span style="font-family: 'Arial','sans-serif';">Fink, Janet, S. (1998). Female Athletes and the Media. //Journal of Physical Education, Recreation & Dance, 69//(6), 1-2. <span style="font-family: 'Arial','sans-serif';">Garrett, R. (2004) Negotiating a physical identity: girls, bodies and physical education, //<span style="font-family: 'Arial','sans-serif';">Journal of Sport, Education and Society //, 9(2), 223–237.

<span style="font-family: 'Arial','sans-serif';">Houlihan, B. (2008). //<span style="font-family: 'Arial','sans-serif';">Sport and Society: A Student Introduction, // (2nd Ed.) London: Sage Publications

<span style="font-family: 'Arial','sans-serif';">Jimmy Kimmel Live. (2008, June 25). Jimmy Kimmel Makes Fun Of WNBA Dunks [Video file]. Retrieved from []

<span style="font-family: 'Arial','sans-serif';">Koivula, & Nathalie. (1999). Gender stereotyping in televised media sport coverage. //Sexes, Stereotypes, Television sports, Media coverage, 41//(7/8), 589-604.

<span style="font-family: 'Arial','sans-serif';">Lenskyj, H. (1998) Inside Sport or On The Margins?: Australian Women and the Sport Media, //<span style="font-family: 'Arial','sans-serif';">International Review for the Sociology of Sport, 33 //(1), 19-34.

<span style="font-family: 'Arial','sans-serif';">Phillips, M. & Mikosza, J. (1999) Golden Girls of Sport Calendar and The Atlanta Dream, //<span style="font-family: 'Arial','sans-serif';">International Review for the Sociology of Sport, 34 //(1), 5-16.

<span style="font-family: 'Arial','sans-serif';">Rodriguez, S & Schell, L. A. (2000). Our sporting sisters: How male hegemony stratifies women in sport. //<span style="font-family: 'Arial','sans-serif';">Women in Sport & Physical Activity Journal, 9 //(1), 15-15.

<span style="font-family: 'Arial','sans-serif';">Taylor, M. (2010). Women in Sport. //Sport in History, 30//(2), 1.

<span style="font-family: 'Arial','sans-serif';">World Health Organisation. (2011). Gender, Women and Health. Retrieved from []