USA Today's Coverage of the Top Women Golfers, 1998–2001

Abstract

Women's sports not only receive less media coverage than male sports but also when women athletes are covered, gender-role stereotypes are often reinforced. This study examines USA Today's coverage of the top 3 professional women golfers, Se Ri Pak (South Korea), Annika Sorenstam (Sweden), and Karrie Webb (Australia), during the 1998–2001 LPGA seasons. The intent of this study is to gain an understanding of how the media covers a top female Asian athlete compared with athletes from Europe and Australia. A multi-method approach, using both content and textual analyses, was used to assess the amount and type of coverage accorded to the athletes. A content analysis of 649 articles indicates that Pak received less coverage proportionate to her wins than Sorenstam or Webb. Further, textual analyses revealed that three themes emerged regarding both positive and negative characteristics of the golfers: caliber, personality/appearance, and achievement. More negative characteristics were used to describe Pak than either Webb or Sorenstam.