Abstract
The media coverage of sport events in relation to athletes’ sex has been extensively analyzed in the scientific literature. Apart from sports mega-events such as the Olympic Games, the findings of these studies seem consistent in that female participants are systematically underrepresented in sports media coverage. However, much of the research in this area relates to North America. Therefore, the aim of this study was to examine sex equity in the coverage of the Sochi 2014 Winter Olympics by French, British and Spanish newspapers to provide new insights in this research field from a different cultural perspective. A content analysis was carried out and mixed results were found. French coverage shows significant discrimination of female athletes on most of the variables analyzed. Conversely, British coverage shows significant discrimination of male athletes on most of the variables studied. Finally, Spanish coverage is fair. These mixed results show the value of conducting such studies in geographical areas outside North America.
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