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Short note on women's participation in sports
History of gender in sport
Media representation of women in sports
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How have women been portrayed in sports advertisements? Before I started school, I spent a large portion of my days outside, being an active child. I continued to be active throughout elementary school, and then in middle and high school I joined just about every sports team I could, including: cross country, golf, volleyball, gymnastics, and track. I consider myself lucky to have been given so many opportunities, since women were unable to participate competitively in sports until the 1900’s. I have always been interested in sports and living an active lifestyle, so when I reached high school and became more competitive, I wanted the best equipment to reach my athletic potential. I did some research and asked friends and family which brand of sports equipment and athletic wear they would recommend; many said Nike. This is understandable, because Nike outranks many competing companies due to its brand becoming a community of loyal customers, who continually buy quality products from a company that adapts to the times, and outperforms their competition. When I looked at Nike’s advertisements, however, I found the men’s advertisements to be athletic and inspirational, but the women’s were seductive and sexualized. Women have been given more rights since the 1900’s, and are hypothetically equal to men, but there is a difference between how they are portrayed in advertisements. Are women portrayed in all sports advertisements as sex objects, and if they are, why are women portrayed in a different way than men are in advertisements where many would think they’d be portrayed similarly? To explore answers to these questions I read the Journal of Sport & Social Issues article "That's Who I Want to Be: The Politics and Production of Desir... ... middle of paper ... ...on about women in sports advertisements, and gives the opinion that athletes are sexualized in advertisements. I’ve learned that many women’s sports advertisements support and emphasise the idea that beauty comes from strength and athleticism, but some advertisements brush off an athletes accomplishments in order to make them beautiful or sexual. I think that women will be portrayed in sports advertisements and other advertisements the way people are comfortable and used to seeing them be portrayed. Things that I still haven’t learned from my sources are how men are portrayed in sports advertisements and if there are any stereotypes about female athletes. A new question I have is what does it mean to be sexualized or objectified, and does this happen to female athletes? Next, I want to see how men are portrayed in sports advertisements, and if they are masculinized.
The Dick’s Sporting Goods commercial was ranked number 9 in the most effective commericals. The commercial shows the different struggles that athletes in training face for the USA Olympics. The audience for this commercial is intended for both genders. Although the stereotype is that sports are usually for males, this commercial has a fair representation of both male and female athletes. Many of the female athletes shown are training in hard sports such as boxing and lifting weights. This commercial also included disabled male and female athletes which can also serve to be another audience. This commercial was promoting Dick’s Sporting Good athletic attire. The advertiser did not include an unequal representation of genders, also the commercial didn’t use gender stereotypes to please the audience.
To deepen our understanding of the cultural values embedded in sports and to explore current values and power structures regarding men and women, it is necessary to investigate the effect that the media may possibly have in influencing beliefs about gender-appropriate sport behavior. The 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. It seems that the televised coverage of athletics continues to reinforce the ongoing division between males and females, and to reproduce traditional expectations regarding femininity and masculinity.
This sexploitation of women is evident within various incidents of contemporary society. For example, Ana Ivanovic is a former world number one tennis player. Instead of being recognized for her achievement, Ivanovic was on the cover of multiple sport magazines dressed in revealing clothing and provocative positions. This is a clear demonstration of sexploitation. The reality is, most female athletes have experienced sexploitation sometime throughout their career. Their bodies are determining the success of their career. French player Marion Bartoli won the Wimbledon women's singles in 2013, but “Bartoli didn't conform to the sexy sporting babe norm” (The Age, 2013). Society viewed her as “too ugly and fat” (The Age, 2013). For example, John Inverdale, the sports presenter for Wimbledon, said Bartoli was "never going to be a looker" as well as, a number of provoking twitter comments that also demonstrates this view (Edgar, 2014). It is this negative view and perspective that supports the statement “Sport isn’t for women, it is for men.” It’s not that women don’t have the capability of establishing world-class achievements; it’s the fact that the media portray women as sexual objects. They are positioning viewers to believe that women athletes need to be good looking and skilled to be successful, when this isn’t true. Society is simply ‘Treating Women’s Sport like a Trivial Fashion Contest’ and this needs to
Sports become stereotyped as gender-neutral, feminine, or masculine based on conceptions regarding gender, gender differences, and beliefs about the appropriateness of participation due to gender (Colley et al., 1987; Csizma, Wittig, & Schurr, 1988; Koivula, 1995; Matteo, 1986). Sports labeled as feminine seem to be those that allow women participants to act in accordance with the stereotyped expectations of femininity (such as being graceful and nonagressive) and that provide for beauty and aesthetic pleasure (based on largely male standards). A sport is labeled as masculine if it involves the following: 1) attempts to physically overpower the opponent(s) by bodily contact; 2) a direct use of bodily force to a heavy object; 3) a projection of the body into or through space over distance; and 4) face-to-face competition in situations in which bodily contact may occur. These characteristics are believed to be appropriate expressions of masculine attributes such as aggressiveness, effectiveness, and power (Metheny, 1965; Koivula, 2001).
How females are represented through broadcast, print and/or online media can shape the public opinion of the viewers. Thus, framing what is said or written to the audiences may reflect the journalist’s or commentator’s shared public perception of females within the sport institution. This will indicate why females are being represented the way they are in relation to theories previously provided by scholars. In other words, how females are represented in the Olympics may just be a reflection of general societal perception, that may or may not be in favor of, gender equity, the underlying issue of coverage concerning females in general sport and events such as the Olympics.
The female body is repeatedly objectified in advertising, and whenever a human is turned into a thing, violence is going to follow. Rapes and beatings often result from the dehumanization of women (Still Killing Us Softly, video). Advertising creates unhealthy and even dangerous stereotypes and mindsets in the people of today’s society. Advertisements play upon people’s insecurities, promising the viewer that, with the help of the product in question, the viewer can become a better person. There are many insecurities to take advantage of, but the most obvious and frequent is beauty.
Everyone has seen female athletes on TV, magazines, and the internet. Do you know these women from their contribution to the world of sports or because of how sexy they look posing nearly nude on the newest edition of Sports Illustrated? Many of the female athlete people know and love go throughout their lives being sexualized and marginalized. This is because the media use these athletes as sexual object to get the attention of society. The media does this so often to female athletes that some people do not even realize that is going on. Female athletes being sexualized and marginalized not only affects how the athletes perceive themselves but also how society perceives them. People often notice this happening when female athletes do it to themselves and find it confusing.
But here is where we run into a problem. In the past, sports were generally dominated by men. Qualities that are usually associated with masculine imagery are still prized in sports. An athlete should be strong, aggressive, dominating and relentless. Unfortunately, these qualities were not always valued in women. Women, traditionally, were seen as the weaker sex. They couldn't handle straining themselves or they might damage their ability to have babies. Babe Didrikson, arguably the sportswoman of the century, blamed her infertility on her zeal for training in her youth. Tired, "collapsing" women on the track field at the 1928 Olympics were enough to keep women from the Olympic track world for many more years.
John Humphreys, the author of “Foul Play” argues that sport provides an opportunity for the creation of barriers between groups. I feel he is perfectly correct in saying this as one of the biggest problems in sport today is sexism. Women face a number of discriminations in sport today; they aren’t paid nearly as much as male athletes, their facilities are always worse than men and not only this but there is a large amount of sexualisation of female sports stars in the media. This as well as the failure of general public to take woman’s sport seriously has resulted in a huge divide between male and female sports.
The concept of having a competition that displays physical ability has flourished in today’s society as sports have captured the interest of individuals around the world. They provide a source of entertainment, exercise, and learning. One can play sports as part of a team such as basketball, football, or soccer or simply as an individual in track and field, swimming, or golf. The Olympic games remains one of the most popular and anticipated events, involving global participation in several sports both popular and obscure. No matter the sport, it will ultimately captivate some audience as one doesn’t simply have to play to enjoy but can be just a fan as well. While the excitement of sports will always draw the crowd, they will also help to establish many positive qualities and character traits. Some people say that participation in sports provides an escape from the hardships of their lives and develop skills such as leadership. Others argue that sports are leading society away from what's really important like getting a real job and becoming a productive citizen. Ultimately, the quest for the status of “professional athlete” results in an individual totally dependent upon the sport and less able to function independently in society. Likewise, those who become obsessed fans can lose the ability to relate to a world which exists outside of sports, their entire identity wrapped up in the wins and losses of their team.
Women – beautiful, strong matriarchal forces that drive and define a portion of the society in which we live – are poised and confident individuals who embody the essence of determination, ambition, beauty, and character. Incomprehensible and extraordinary, women are persons who possess an immense amount of depth, culture, and sophistication. Society’s incapability of understanding the frame of mind and diversity that exists within the female population has created a need to condemn the method in which women think and feel, therefore causing the rise of “male-over-female” domination – sexism. Sexism is society’s most common form of discrimination; the need to have gender based separation reveals our culture’s reluctance to embrace new ideas, people, and concepts. This is common in various aspects of human life – jobs, households, sports, and the most widespread – the media. In the media, sexism is revealed through the various submissive, sometimes foolish, and powerless roles played by female models; because of these roles women have become overlooked, ignored, disregarded – easy to look at, but so hard to see.
Within the presentation of popular sport in media the concepts of femininity and masculinity are often used to define the professional athletes, both male and female, in a damaging way. Although both genders are associated with negative connotations of being feminine, it differs individually for the gender in question. It is solely female athletes however that are victimised for possessing a sense of masculinity. This essay will touch upon the significant pay gap between male and female athletes, the idea that masculinity and femininity are social constructs and sport media’s ability to define our perception of athletes.
The average American is exposed to hundreds of advertisements per day. Advertisements targeted toward females have an enormous effect on women's thoughts, attitudes, perceptions, and actions. Most of the time, women don't even realize these advertisements are formulating self-image issues. These ideals surround them daily and they become naturalized to the ads. Advertising creates an entire worldview persuading women to emulate the images they see all around them. In order to create a market for their products, companies constantly prey upon women's self esteem, to feel like they aren't good enough just the way they are. This makes women constantly feel stressed out about their appearance (Moore). Advertising has a negative effect on women's body image, health, and self-esteem.
The television commercial is perhaps the most effective means of product marketing and advertisement. Television is present in 99% of American households, and it stays turned on an average of seven hours per day. (http://www.envirolink.com/) The television audience is a varied, widespread audience, ensuring manufacturers that their products' advertisements are reaching all possible customers. Obviously, not all products are produced for all consumers. Market analysts and advertisers must find advertising techniques that can be used in commercials for certain target customers and use those commercials to directly affect the ideal customer for the product. Gender, social, and cultural ideologies are often used to influence the audience. The vast array of possible studies on commercials includes gender differences and influences on the development of children, demographic stereotypes and the effects on society, even the use of dialogue and its importance to the advertisement; however, I've focused on a slightly more narrow path of research and observation. I have narrowed down the comparisons of gender differences to focus only on the female's place in the commercial world and how television advertisements change their approach for different age groups. By observing five basic parts of the commercial-- the camera work, the product advertised, the sound, the actors, and the action- I was able to focus on the advertiser's ideas of the female child, teenager, adult, and elder, and sort similarities, differences, and correlations between the commercials of the different age groups.
Gender is a social construct rather than biologically given that outlines the behaviours, roles, activities and attributes that a particular society agrees to be appropriate for men and women. The assignment of these roles and traits can create gender equities — the division of gender and favouring one group more than the other. Since gender hugely influences the foundation of our behaviours, characteristics, activities and roles, it can be concluded that everything people do, own or even think is systematically categorised into men and women. One of the areas that social constructions of masculinity and femininity play a significant role is sport. David Rowe has stated that “since the institutional establishment of sport as a regulated, professionalized