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Gender Stereotyping in Televised Media Sport Coverage

Abstract

Sports spectators usually experience sportsthrough different mass media. To deepen ourunderstanding of the cultural values embedded in sportsand to explore current values and power structuresregarding men and women, it is necessary to investigatethe potential effect that mass media may have ininfluencing beliefs about gender-appropriate sportbehavior. In several cases previous studies have shownbiases in the representation and portrayal ofathletes, particularly with reference to gender. Thepresent study examined samples of televised sports inSweden during 1995/96 (1,470 minutes), with a follow-up examination in 1998 (528 minutes). The resultsindicated gender differences regarding both quantity andtype of coverage. For example, less than 10% of thetotal examined sports news time covered female athletes, and less than 2% of the time was usedto cover women athletes in sports categorized asmasculine. It seems that televised media sports coveragecontinues to reinforce constructions of divisions along lines of gender and to reproducetraditional expectations regarding femininity andmasculinity.

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Koivula, N. Gender Stereotyping in Televised Media Sport Coverage. Sex Roles 41, 589–604 (1999). https://doi.org/10.1023/A:1018899522353

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  • DOI: https://doi.org/10.1023/A:1018899522353

Keywords

  • Gender Difference
  • Social Psychology
  • Potential Effect
  • Mass Media
  • Gender Stereotyping