Sacrificing Dignity for Publicity: Content Analysis of Female and Male Athletes on “Sports Illustrated” and “ESPN the Magazine” Covers from 2012-2016

Cynthia M Frisby

doi:10.4236/ajc.2017.52007

Abstract

The purpose of the study was to assess changes in how often female athletes were portrayed on the cover when compared to male athletes. A content analysis of the manner by which male and female athletes were depicted on sports magazine covers from 2012-2016 was performed. A total of 245 cover pages taken from two top sports magazines, Sports Illustrated and ESPN: The magazine were used to analyze depictions of individual male and female athletes. Despite females’ increased participation in sport since the enactment of Title IX and calls for greater media coverage of female athletes, women appeared on just 10 percent of the covers compared to male athletes. Data show that the percentage of female athletes on the sports magazines covers did not change significantly over the span of five years and were comparable to levels reported by other researchers. Beyond the limited appearance on sport magazine covers, female athletes were shown in sexually objectifying poses, seductive eye gazes, scantily clad clothing, and sexy/inviting body poses while male athletes are often seen in their team uniforms depicted in active, game playing athletic motions associated or related to his sport. It is concluded that male athletes are still portrayed in ways which support hegemonic ideas of masculinity.

Highlights

Beyond the limited appearance on sport magazine covers, female athletes were shown in sexually objectifying poses, seductive eye gazes, scantily clad clothing, and sexy/inviting body poses while male athletes are often seen in their team uniforms depicted in active, game playing athletic motions associated or related to his sport
While many studies have been conducted that show notable differences in the way female and male athletes are discussed in media coverage, we were interested in determing if sports media pay attention to these commentaries and as a result have changed the ways in which female athletes are depicted on their magazine cover
Results add to existing research on sport-specific media (e.g., Sports Illustrated magazine and ESPN television) and clearly indicate that female athletes appearing on cover pages is minimal compared to the extensive coverage of male athletes and their sports (e.g., Amateur Athletic Foundation of Los Angeles, 2001; Kane, 1996; Messner, Duncan, & Cooky, 2003; Pedersen & Whisenant, 2003; Vincent, Imwold, Johnson, & Massey, 2003)

Summary

Introduction

The objectification and sexism faced by women in the media, and . Frisby powerful women and women in leadership—like those competing in the Olympics—has serious implications. News stories that focus on the supposed “diva” behavior, outfits, hair and parenting of female athletes trivialize their athletic accomplishments and make them seem less powerful—and less valuable. While many studies have been conducted that show notable differences in the way female and male athletes are discussed in media coverage, we were interested in determing if sports media pay attention to these commentaries and as a result have changed the ways in which female athletes are depicted on their magazine cover. In present day media, will data show that female athletes appear on the covers of popular sports magazine as male athletes?

Objectives

Methods

Results

Discussion

Conclusion