New Rules for New Times: Sportswomen and Media Representation in the Third Wave

Gender Asymmetries: An Exploratory Study of Women's Experiences in Portuguese Football Organizations

The main objective of this exploratory study is to analyze the negative effects associated with the phenomenon of tokenism for Portuguese women in non-playing football roles, as well as their strategies for integration into a context where they are a minority and the social functions are dominated by men. To this end, we carried out semi-structured individual interviews with eight men and eight women, undertaking functions in the fields of coaching, psychology, medical team, planning, refereeing, and management in football organizations, and with their contents then subject to thematic analysis. Our analysis confirms how the football context strongly demarcates gender differences with women being more visible and leads to the stereotypical roles being associated with traditional femininity. The findings also observe how, in order to integrate, women align with the norms imposed by the dominant group (men) and accept being circumscribed to the spaces that hegemonic gender ideologies and practices attribute to them.

Selling vs. Supporting Motherhood: How Corporate Sponsors Frame the Parenting Experiences of Elite and Olympic Athletes

Recently, motherhood and pregnancy in elite sport have received increased attention in sport media. Through a comprehensive news media search across Factiva as well as a gray literature search using Google search engine, we analyzed 115 articles using feminist framing analysis. We developed two primary frames: 1) empowerment versus exploitation, and 2) proactivity versus reactivity. Our results show that many pregnant and parenting athletes frame their respective sponsors as exploitative for recognizing and capitalizing upon their unique marketing value, while these same corporate sponsors frame themselves as industry leaders who empower pregnant and parenting athletes. These two frames show that pregnant/parenting elite athletes commonly face discriminatory policies and practices and that there is often a lack of congruence between marketing and actual corporate practices and policies. These findings arguably reflect larger societal issues related to gender equity and highlight the importance of action over rhetoric to ensure motherhood is supported-rather than marketed-for elite athletes.

Media Framing of Women's Football During the COVID-19 Pandemic

This article examines British media coverage of women's association football during the coronavirus (COVID-19) pandemic, to identify how the media framed the women's game and how these frames could shape the public perceptions of it. Through a database search of British-based news coverage of women's football, 100 news articles were identified in the first 6 months after the start of the pandemic. A thematic analysis was conducted, and five dominant frames were detected in the context of COVID-19: 1) financial precariousness of women's football; 2) the commercial prioritisation of men's football; 3) practical consideration of the sport (e.g., alterations to national and international competitions); 4) debating the future of women's football and 5) concern for players (e.g., welfare, uncertain working conditions). These frames depart from the past trivialisation and sexualisation of women's sport, demonstrate the increased visibility of women's football, and shift the narrative towards the elite stratum of the game. Most of this reporting was by women journalists, while men were shown to write less than women about women's football. This research advocates continued diversification of the sports journalism workforce to dissolve the hegemonic masculine culture that still largely dominates the industry.

Brief Research Report: “Nothing About Us, Without Us”: A Case Study of the Outer Sanctum Podcast and Trends in Australian Independent Media to Drive Intersectional Representation

Alternative and independent sports media platforms create custom content that reflects a diversity of voices and representation of athletes, sports and issues that are not covered in meaningful ways in traditional sports media. While these new media outlets often set out to redress the lack of diversity and intersectional approaches to traditional sports media, they are also seeking ways to drive even more change. This in an interesting and important movement to interrogate as these platforms are not only predominantly unfunded, passion projects created by those marginalized groups. This brief research report provides a case study into this emerging alternative media space and its impact in driving change in an ever-evolving sports media landscape. We also discuss the problematic nature of intersectional-redressing work falling on those who still occupy the margins. This report uses a case study of an independent Australian rules football platform, The Outer Sanctum podcast, to focus on these key areas. The case study investigates how this outlet has worked to increase the visibility and profile of marginalized and underrepresented voices discussing football in new ways. It follows their journey as they have taken steps to improve their own diversity, enacting their mantra “nothing about us, without us,” and proactively becoming more intersectional in their content producing journey. This research report will present key findings from the work of this media outlet to drive change and point to the learnings mainstream media can adopt to meaningfully embed intersectional approaches to sports media as core business.

The development of school and sports task values among adolescent athletes: The role of gender

Successfully integrating elite sports with education requires motivation to commit oneself to both domains. This study examines the development of and gender differences in adolescent athletes’ task values for school and sports across the upper secondary school years. A total of 391 adolescents (aged 15–16 at the beginning of the study) were followed four times during sports upper secondary school. The participating student athletes were recruited from six sports upper secondary schools in Finland, which offer equal competitive sport opportunities for both genders. The results showed that school- and sports- task values are strongly related to each other. Males valued school less than females at the beginning of upper secondary school, and this gender difference remained, and also strengthened across years. No gender differences in sports-related task values were found. The findings indicate that females may be more committed to integrating elite sports and education than males due to their higher valuing of school.

Out of the Lab and Into the World: Analyses of Social Roles and Gender in Profiles of Scientists in The New York Times and The Scientist

Although representations of female scientists in the media have increased over time, stereotypical portrayals of science persist. In-depth, contemporary profiles of scientists’ roles have an opportunity to reflect or to challenge stereotypes of science and of gender. We employed content and linguistic analyses to examine whether publicly available profiles of scientists from New York Times and The Scientist Magazine support or challenge pervasive beliefs about science. Consistent with broader stereotypes of STEM fields, these portrayals focused more on agency than communality. However, profiles also challenged stereotypes through integrating communality, purpose, and growth. This analysis also found similar presence of communal and agentic constructs for both female and male scientists. The current findings highlight the importance of considering counterstereotypic representations of science in the media: Communicating messages to the public that challenge existing beliefs about the culture of science may be one path toward disrupting stereotypes that dissuade talented individuals from choosing science pathways.

Re-thinking Women's Sport Research: Looking in the Mirror and Reflecting Forward

Despite decades of research and advocacy—women's professional sports continue to be considered second class to men's sports. The goal of this paper is to rethink how we state, present, and solve problems in women's sport. To affect true change, the wisdom of a broad stakeholder group was embraced such that varied perspectives could be considered. A three-question survey was developed to examine what key constituents believe is working in women's sports, what they believe the salient challenges are for women's sport, and how they would prioritize the next steps forward in the post-pandemic sport landscape. Results indicated siloed differences of opinion based upon the age and role of the stakeholder in the women's sport ecosystem. We discuss the implications and offer recommendations as to how we as scholars might recalibrate our approach to women's sport scholarship to maximize the impact of our research and affect change.

The Global Business of Sport in a Brave New World: Conceptualising a Framework for Alternative Futures

In July 1991, Sports Illustrated published a special issue featuring two articles that prognosticated about what sport would look like 10 years later. As the world entered the 21st century, Sports Illustrated writers, Oscar Johnson and Ron Fimrite, offered their visions of sport in the year 2001. Their analysis highlighted how a range of economic, social and technological changes in society would impact on how sport is structured, produced and consumed, but also offered insights into the future of the major professional sport leagues in North America. It has been 30 years since they publicised their views and, while technology continues to impact sport, the Covid-19 pandemic has forced the world to pause and to consider a range of deep, soul-searching questions about the nature of society, including sport. Against this background, we consider the opportunities and challenges for sport in the 21st century. The paper is divided into three sections including: (1) a reflection on the meaning, value and significance of sport including its privileged position in society, or what we refer to as “sporting exceptionalism”; (2) a brief overview of a case study that illustrates the challenges facing the global business of sport; and, (3) a framework for conceptualising alternative futures in the global business of sport, drawing on examples from women's sport.

Kicking goals: Exploring the experiences of girls who play Australian Rules football

ISSUE ADDRESSED

Increasing physical activity of adolescent girls is a key priority for health promotion, as their physical activity levels are generally lower than boys. This study aims to understand the experiences of adolescent girls who play Australian Football League Women's (AFLW) football and to explore girls' pathways to playing football. Understanding how AFLW and gender norms/stereotypes influence girls' experiences and self-perceptions was a key focus.

METHODS

A qualitative description design and purposive sampling were used. Six adolescent girls aged 11-17 that play football in urban Victoria, Australia participated. Short interview survey questions covering demographic and football pathway information were administered prior to online one-on-one interviews. Interviews lasted 30-45 minutes. Questions were framed broadly, open-ended and non-directive (some using image prompts). Data were analysed using thematic analysis.

RESULTS

The results cover four themes: (a) Self-perception-participants presented with positive self-perceptions, (b) Social support-a supportive team and exposure to women playing football, and family support/involvement, were encouraging factors in pathways to playing football, (c) AFLW role models-were positive influences on participants' experience and self-perceptions and (d) Influence of gender norms/stereotypes-participant self-perceptions displayed conforming and non-conforming features of gender norms/stereotypes. Participants reported exposure to sexist commentary about girls in sport through social media and peers but instead of being discouraged, most used it as motivation or empowerment, while others were dismissive.

CONCLUSIONS

Findings suggest increased media coverage of AFLW players may be beneficial. Education programs/initiatives which i) involve AFLW role models and ii) encourage family friendly club environments and team bonding spaces are recommended. SO WHAT?: Findings indicate that adolescent girls can thrive in their football experience, which could increase feelings of empowerment and foster positive self-perceptions, contributing to overall health. Further research in this area is recommended to expand on and strengthen our study findings.

Speaking Pictures, Silent Voices: Female Athletes and the Negotiation of Selfhood

Combining Mikhail Bakhtin’s (1990) theoretical position on Architectonics and Erving Goffman’s (1979) writings on visual content analysis, the aim of this paper is to explore how female athletes are caught in a complex matrix of power, post – feminist neoliberalism, and self – presentation. The visual images they choose to portray are, therefore, perfect for determining how this cohort of women negotiates social discourses around identity and femininity. Appropriating the Bakhtinian notion of architectonic unity, not only provides an alternative theoretical lens for enquiries concerning the body, identity, and selfhood, but also initiates some thought provoking questions around neoliberal feminism and ‘new femininity.’ This paper advances on previous research by exemplifying how Serena Williams (considered the greatest female tennis player of all time) combines both her femininity and strong physicality to self – shape a myth – like persona, setting her apart from traditional stereotypes of femininity and ‘femaleness.’

Media Framing of Larry Nassar and the USA Gymnastics Child Sex Abuse Scandal

The framing of child sex abuse in media has previously been examined to uncover the potential ways news media could influence public perception about the issue. This mixed methods analysis of the Larry Nassar sex abuse scandal involving USA gymnastics and Michigan State University, grounded in the principles of framing theory, examines the patterns in coverage, as well as the episodic and thematic frames evident in the coverage of the scandal and its victims. Findings fall in line with past research on child sex abuse; framing is done primarily at the episodic level, focusing on the individual responsible, detailed accounts of the abuse of the victims, and isolating the instances of abuse to the specific organizations, while ignoring the broader themes of prevention and societal impacts. Implications for framing, attitudes toward girls and women in sport, and implications for abuse in sport are discussed.

GENDER PERSPECTIVE IN REPORTS ON WOMEN ATHLETES IN RIO 2016 OLYMPIC GAMES

ABSTRACT Objective: to identify reiteration trends or overcoming of gender inequalities in reports on female athletes published in Brazilian newspapers. Method: a documentary research based on reports published in the special report on Rio 2016 Olympic Games in two Brazilian newspapers of national circulation. 51 articles and 87 images were selected and submitted to thematic content analysis and processed in webQDA software. Results: four categories emerged from the empirical data: women’s representativeness in the Olympic Games; women on the champions platform; recognition of women from overcoming male performance; and violence against women gaining ground in sports’ agenda. Media coverage replicated socially constructed sexist patterns by portraying athletes from stereotyped female characteristics and revealed gender inequalities in describing situations of violence against athletes perpetrated by members of technical teams and supporters. Conclusion: despite the visibility given to the protagonism of athletes, there was the production and reproduction of gender stereotypes. Therefore, it is necessary to deconstruct and confront inequalities between men and women.

Female athletes' self-representation on social media: A feminist analysis of neoliberal marketing strategies in “economies of visibility”

Existing research into the depiction of female athletes has indicated that while they remain under-represented across traditional and online media outlets, social media is a potential tool for female athletes to redress this lack of coverage, and even contest and rework normative gender and sexual identities in sport. This paper challenges such arguments by offering a feminist thematic analysis of how five international female athletes are using social media to present their sporting and feminine selves within a neoliberal post-feminist moment characterised by individual empowerment and entrepreneurial subjecthood. Adopting a feminist critique of neoliberalism, and critically engaging Banet-Weiser's gendered “economies of visibility”, our findings demonstrate that, in a social media environment, female athletes are adopting new strategies for identity construction that capitalise on tropes of agentic post-feminist subjecthood to market themselves, including self-love, self-disclosure and self-empowerment. This paper advances the emerging field of inquiry into athlete social media usage by focusing on the ideological workings of neoliberalised gender discourse not only in the crafting of contemporary sporting femininities in digital spaces, but in recasting feminism as an individualised endeavour firmly located in the market.