John Vincent Piece

Equitable Media Coverage of Female and Male Athletics: Is there a solution?
By: John Vincent Assistant professor of Sports Management at The University of Alabama


The article primarily focuses on media coverage of both male and female athletes and the inequity in the amount of coverage.

Vincent's study used numerous empirical studies investigating the interaction of gender, sport, and media have consistently found that media coverage of female athletes hasn't equaled their athletic achievements. "Studies of media coverage of female athletes shows that they are generally under-represented compared to their male counterparts," Vincent writes. He goes on to write how women only receive 10 percent of print media coverage.

Even when women do get coverage most of it is constructed to place them in their stereotypical roles doing things women would be seen as doing. Vincent said that research shows that women who participate in sports that are deemed as "fit for women" receive more electronic print media coverage than athletes who compete in more "gender inappropriate" sports as Vincent refers to it as.

Vincent said that the majority of media coverage on athletes is focused on men and their athletic ability and their heterosexuality.

Recently in Europe, coverage was thought to be swaying in the direction of a 50-50 share in coverage. The tennis coverage there was getting an equal amount of coverage. After more thorough investigation, the aim for the coverage was directed at men and therefor they've concluded that media coverage is predominantly directed at men. So we've yet to make any progress on that front.

To make sure they were getting the right information, in terms of quantity and equitable coverage they looked at several categories. Quantity of coverage, quality of coverage, position on page, content and quality of photo, balance coverage etc.

As far as Vincent's recommendations, I am not exactly sure if they will ever happen, but I think he makes some very insightful points. It's sad to say, but most sports revolve around male athletes because we perceive them to be the best in the world, and always are obsessed with getting the best. Stories on female athletes do tend focus on them being females, mothers, or something other than their actual sports. Until the majority of the world, and especially the media begin to take women more seriously in the world of sports, then I doubt there will be equitable coverage anytime soon.