Abstract
M.Comm.
This study is strengthened by several studies that have suggested that the print media is biased towards male sports coverage at the expense of women’s sport. The study aimed to analyse and critically reflect upon the constructions of gender through sports reporting in selected regional (Gauteng) newspapers. Methods utilized to determine such constructions, included: i) a quantitative survey in terms of frequency of articles (text) and the scope of photographic images and, ii) a qualitative or content analysis in terms of text and photographic images in three regional newspapers (Die Beeld, The Star and The Sowetan) and interviews representing a spectrum of Gauteng’s readership. Data was collected over a 6-month period (1 April 2004 – 1 September 2004) to include all major sport events such as the Athens Olympic Games, the Athens Para-Olympic Games, Wimbledon, the European Soccer Championships, the Rothmans July Handicap, the Women’s African Soccer Cup and the Tri-Nations Rugby Series. A total of two thousand three hundred and fifty four (n=2354) images and five thousand three hundred (n=5300) articles were collected for analysis. The research design allowed for input, throughput and output analysis. To determine the rationale of the input and throughput phases, interviews were conducted with three (n=3) male journalists from the three regional newspapers. Quantitative analysis revealed that sport reporting was greatly biased towards men’s sport coverage (86.5%) compared to women’s sport coverage (13.5%). Qualitative comparisons revealed that male journalists generally devalued the athletic achievements of female athletes by using cultural stereotypes, trivialization and sexual innuendos. In comparison, the journalists often expressed their reverence for male athletes’ athleticism, reproducing and legitimizing hegemonic masculinity. The systematic documentation and critical analysis of gender construction in the media may inform journalists and sport editors of biased sport reporting and the reinforcement of sexual stereotypes. Activist groups may utilise this research to place this type of media construction on their advocacy agenda.
Prof. C. Burnett