Cupcakes+or+Cricket?

Name: Matilda Vere Student ID: 8092168 Tutor: Abbey Diaz Tutorial: Wednesday, 3pm

Cupcakes or Cricket?
Gender stereotypes in sport



This artefact depicts a typical 1950’s housewife. Her apron is neatly ironed and perfectly matched with the shade of her lipstick and fingernails. She stands well poised and graceful, demonstrating her devotion as a wife in meeting her husband’s needs more often than her own. Her kitchen utensils are impeccably organised and colour co-ordinated and her behaviour and skills have most likely been passed on by her mother as well as being strongly enforced by society. I have chosen this picture as my artefact as it represents the concealed effect of society on behaviour, in particular femininity.

Public Health Issue
Despite many health concerns arising from low levels of physical activity, women’s sport participation rate is only 24% in Australia compared to 29% for men (//Perspectives on Sport//, 2009). Contributors to the gender inequality of sport include underrepresentation of female athletes (Lebel and Danylchuk, 2009), limited opportunities for involvement (Azzarito, 2006) and socially constructed ideas of feminine and masculine attributes (//Participating in sport//, n.d). Therefore, to address this issue we can follow the words of Mager and Helgeson (2010, p.1); “Recognising and rectifying overt sexism is a first step towards equality”. Now we will have a look at the affects of the above issues and the role of government legislation in creating equal opportunities for women.

Literature Review
Levels of women’s participation in sport have not changed over the past 10 years with women continuing to be underrepresented at all levels (//Towards better sport//, n.d). According to the Australian Sports Commission, stereotypes of appearance have a direct influence in the sports that women choose to play, with women being subjected to labels such as “lesbian” or conforming to stereotypes, determined by whether their choice of sport is considered “masculine” or “feminine” (//Participating in sport//, n.d). The Australian Sports Commission released a research report on gender differences in the sporting media between January 2008 and July 2009. The research showed that pictures of sportswomen who are not sexualised are often pictured with their families and feature articles that talk about their traditional gender roles such as being a mother, rather than their sporting achievements (Lumby, 2010). Emphasising this idea that women are in their element when performing traditional roles, serves to degrade the contribution of women in sport with Australian female athletes being grossly under -represented in the media on a global scale. (Lumby, 2010). The Australian Sports Commission, established in 1985 operating under the Australian Sports Commission Act, 1989 (Lumby, 2010) works towards creating equal opportunities for women in sport. This research report was formed by literature reviews, interviews and qualitative and quantitative analysis. Using a variety of methods such as these allows the authors to create a report that offers extensive and correct information.

A study of Generation Y’s perception on women in sport published in 2009 demonstrated that girls believe women’s sport to be both inaccessible and perceived as inferior to men’s in skill and atmosphere (Lebel and Danylchuk, 2009). Societal limitations were identified as contributors to a lack of female sport involvement, in particular its effects on reducing the range of sports available to women (Lebel and Danylchuk, 2009). Girls also expressed their concern with the current minimal media coverage of female sporting events, labelling this as a primary cause in limiting female sport awareness (Lebel and Danylchuk, 2009). Twenty-four participants were involved in the research which divided them into four focus groups based on gender. This research allowed participants to express their concerns amongst peers in an open discussion which can create a feeling of trust and increase participation. A downside to this method of research however, is that it does not consider the possibility of peer influence.

Interestingly, a study conducted on high school physical education classes unveiled a distinctive difference in sporting opportunity between males and females (Azzarito, 2006). This could be another attribute to the attitudes of Generation Y females towards sport. Theories on how this inequality occurred suggest socially institutionalised gender roles are to blame (Azzarito, 2006). These roles have proven to be detrimental to equality in the area of sport where they encourage the dominance of males and sensitivity of females (Azzarito, 2006). The article argues the theories regarding female sport participation influences and states that the idea of catering for the emotional and physical needs of females in education perpetuates the idea that women are inferior to males in sporting ability (Azzarito, 2006). The disengagement of physical activity at a young age is concerning for the health of females as they are less likely to increase their participation with age and face an increase in the risk of developing health problems (Azzarito, 2006). This article was based on qualitative research that involved formal and informal interviews and field notes from 15 female students and their teachers (Azzarito, 2006). The research methods are extensive, well conducted and effective in providing a perspective on gender inequality influences. Some limits to these methods however, is the chance that the students will not openly discuss their feelings of oppression as they feel embarrassed or do not realise that there is potential for change.

Michael Burke from the Department of Exercise and Sport Science at Victoria University in Melbourne explores the potential of current legislation in meeting gender equality in sport (Burke, 2010). He believes that in order to successfully address the issue, attention to male dominance in sports is required (Burke, 2010). Unfortunately, developments in gender equality still have a way to come with Australian’s finding that upon gaining success to participate in male dominated sports the judging is still gender bias (Burke 2010). Research identified the main limitations regarding female participation in legislation apparent, to be physical in contact sports (Burke, 2010). Burke argues that the concerns surrounding female physical traits are invalid as there are no such health and ability requirements for male participants (Burke, 2010). Burke illustrates that his prime concern for female sporting participation is that continuation of this exclusion will only serve to increase gender stereotypes and therefore place further emphasis on the right of men to dominate sport, making it harder for women to become involved (Burke, 2010). The research used to form this report was literature reviews. This is effective in shaping and critiquing views on the topic yet the information is often biased.

As you can see above the lack of female participation in sport is a great concern for public health. With women of all ages being subjected to discrimination on the basis of their gender beyond their physical capabilities, Australia needs to address the way that society shapes sport participation rates and work towards creating an equal playing field. "The practice of sport is a human right" (Brown and Connolly, 2010, p.5), it is about time the women of Australia had access to this right without ridicule or limitation.

Cultural and Social Analysis
Emile Durkheim once stated: “there is no human occurrence that cannot be called social” (//The rules of Sociological method//, 1982, p.1). As individuals, our behaviour is influenced by society. The way we operate has been taught to us from our families, friends, schools, work, and media (//The rules of Sociological Method//, 1982). We often do not realise why we behave in certain ways and much of our behaviour, beliefs and values is determined for us at birth, having existed before us and long after us, social influence exists outside of our consciousness and control (//The rules of Sociological Method//, 1982).

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Groups are a way in which we feel we can shape our identity. Often defined by a set of norms that are shared by members, in sport we see groups formed by athletes and fans who share a common goal (Jones and Livingstone, 2011). By belonging to this group the members feel a level of acceptance and this is often accompanied by a feeling of power and protection, allowing us to feel that we have a choice in who and what influences our decisions (Jones and Livingstone, 2011). As we have seen in researching women in sport, sporting groups are largely dominated by males in both participants and viewers and as our self-concept is dependent on the groups that we belong to (Jones and Livingstone, 2011). Gender stereotypes continue to stay prominent in modern society with women receiving media concerning beauty and males receiving much higher rates of sporting media coverage. It is important that we understand how groups shape our society in order to determine what can be done to address the situation. The effects of gender inequality in sport is detrimental to the health of all women, as it places a continuous limitation on their ability to participate in physical activity, receive variety in physical education (Azzarito, 2006), and encourages a feeling of inferiority (Lebel and Danylchuk, 2009).

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Feminist views on sport suggest that increasing access to participate in sports will be the first step in giving women access to power. This is essential in breaking down the socially structured masculinity of sport (Burke, 2010). This masculinity can be seen in the lack of media representation which illustrates the attitudes of Australian’s as the media responds to the interests of their viewers. With physical activity significantly decreasing the risk of six of the seven major health concerns in Australia we need to address the inactivity of women (//Perspectives on Sport//, 2009). If women do not increase their rate of exercise they are more likely to suffer from cardiovascular disease, type 2 diabetes, some cancers, osteoporosis and obesity (//Perspectives on Sport//, 2009). To effectively address the issue Public Health needs to focus on breaking down social expectations surrounding gender through increased promotion and education on female involvement in sport. Although women of all ages need to increase their levels of exercise to maintain a healthy lifestyle, adolescent girls and boys should be the main target for promotion and education due to their impressionability and the long term effects of a decline in sport involvement for females at this age (Lebel and Danylchuk, 2009).

<span style="font-family: 'Baskerville Old Face','serif'; font-size: 190%;">Analysis of Artefact
<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">This artefact represents the pressure of society on women to possess feminine attributes such as beauty and fragility. Despite developments in gender equality since the date of this artefact, women are still positioned to carry out traditional gender roles in society as pictured, and sport is no exception. The woman pictured demonstrates the effect of society on our behaviour and how this behaviour can become ‘normal’. We may look at this photo and think that feminism has bought us a long way but we still have a lot in common with this era when it comes to sport. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">I believe that the inability of sport to adapt to developments in gender equality is very disheartening. If women are able to work equal jobs and study the same courses as men, why are they not able to participate in sports without being reverted back to their ‘family roles’ or seen as a sex object ? It is a great shame that this issue has received so little attention that many people would not even know of its existence. I must admit that upon starting to research this topic I was unaware of the inequalities present, yet by researching the involvement of women in sport I began to understand the effects of media, government and society on influencing participation and what it means for women’s health. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">With media coverage and high school physical education classes both resulting in a decline in sport involvement, it has become apparent that promotion and education at adolescence is required in order to change the way that society views gender roles and in turn, increase equality in sport. The Australian Sporting Commission and government legislation can only change so much; it is up to the public to have the final say. <span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">What will you do?

<span style="font-family: 'Baskerville Old Face','serif'; font-size: 190%;">Links
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<span style="font-family: 'Baskerville Old Face','serif'; font-size: 190%;">Reference List
<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Australian Bureau of Statistics. (2009). Perspectives on Sport: Feature Article 3: Women in Sport. Retrieved 19th September, from: []

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Australian Sports Commission. (n.d). Participating in Sport: Sport and body image. Retrieved 14th September, from: []

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Australian Sports Commission. (n.d). Towards better sport: good practice. Retrieved 14th September, from: []

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Azzarito, L., Solomon, M.A., and Harrison, L. (2006). “…If I had a choice, I would….” A Feminist Postculturalist Perspective on girls in physical education. //Research Quarterly for Exercise and Sport,// 77(2), 222-239. Retrieved from: []

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Brown, K. and Connelly, C. (2010). The role of law in promoting women in elite athletics: An examination of four nations. //International Review for the Sociology of Sport,// 45(1), 3-22. doi: 10.1177/1012690209353088

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Burke, M. (2010). A Feminist Reconstruction of Liberal Rights and Sport. //Journal of the Philosophy of Sport,// 37(1), 11-28. Retrieved from: []

<span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; font-size: 130%; text-align: justify;">Durkheim, E., (1982). The Rules of the Sociological Method, pp. 50-59. (ed. S. Lukes and trans. W.D. Halls). New York, NY: Free Press.

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Jones, S.E. and Livingstone, A. G. (2011). Ganging up or sticking together? Group processes and children’s responses to text-message bullying. //British Journal of Psychology//, 102(1), 71-96. doi: 10.1348/000712610X502826

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Lebel, K. and Danylchuk, K. (2009). Generation Y’s Perception’s of Women’s Sport in the Media. International Journal of Sport Communication, 2(2), 146-164. Retrieved from: [|http://web.ebscohost.com.ezp01.library.qut.edu.au/ehost/detail?sid=e6b74730-1133-448c-8ea4-7ba1ea88f0e8%40sessionmgr104&vid=1&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=sph&AN=40731761]

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Lumby, C., Caple, H. and Greenwood, K. (2010). Towards a Level Playing Field: sport and gender in Australian media. Retrieved from: []

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Mager, J. and Helgeson, J. G. (2010). Fifty Years of Advertising Images: Some Changing Perspectives on Role Portrayals Along with Enduring Consistencies. Sex Roles (2011), 64, 238-252. doi: 10.1007/s11199-010-9782-6

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 150%;">Comments:
<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Wiki: ‘Seriously, R U OK?’

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Comment: Good Work Australia <span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Although awareness of mental health issues in the Australian public is increasing, the statistics surrounding mental health never fail to surprise me. How can we still feel uncomfortable about mental illness when 1 in 5 of us will experience it? I am really happy to see how the government has responded to this issue and their creativity in attempting to reach the public. Thank you for your wiki. I enjoyed reading about mental health in Australia and your title is excellent. Also, well done on finding an Australian specific artefact!

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Wiki: Drinks and Gen Y?-Bloody idiots

<span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">Comment: Binge drinking <span style="font-family: Arial,Helvetica,sans-serif; font-size: 130%;">I really enjoyed reading your wiki and was interested to see the list of health risks involved. As we have all experienced, drinking is a big part of Australian culture and it is very difficult to exclude yourself from drinking at social events with most people asking you why you are not drinking alcohol as though you need a good excuse to still be socially acceptable. In my late teens I found myself exposed to many severe consequences of binge drinking in friends including several hospital visits, countless vomiting and a lot of regrettable behaviour. As you mentioned in your cultural analysis, binge drinking behaviour is getting younger, with my little sister reaching adolescence I can't help but worry that she will become exposed to alcohol too soon if not already. The media advertising alcohol as a way to party only makes matters worse. Adolescents don’t just need to be shown the consequences of binge drinking, they need to believe that this behaviour is uncool and embarrassing.