Mass Media, Gender, and the Mass Media, Gender, and the Summer Olympic GamesSummer Olympic Games

Alar Lipping, Ph.D.Alar Lipping, Ph.D.

Northern Kentucky UniversityNorthern Kentucky University

Sport Sociology ClassSport Sociology ClassIntegrate chapters Integrate chapters on mass media and on mass media and gendergender

Class project deals Class project deals with content with content analysis of sport analysis of sport media and gendermedia and gender

TopicsTopicsNew York Times coverage of United States New York Times coverage of United States Tennis OpenTennis OpenLocal newspaper coverage on Local newspaper coverage on interscholastic athleticsinterscholastic athleticsTelevision sport coverage on ESPNTelevision sport coverage on ESPNCoverage of March madness men’s and Coverage of March madness men’s and women’s basketball tournamentwomen’s basketball tournamentCollegiate athletic web sitesCollegiate athletic web sitesNew York Times coverage of Summer New York Times coverage of Summer Olympic GamesOlympic Games

MethodologyMethodology

Content AnalysisContent Analysis

QuantitativeQuantitative

QualitativeQualitative

Inter rater reliabilityInter rater reliability

ProceduresProcedures

The researchers conducted a review The researchers conducted a review of of The New York TimesThe New York Times for each day for each day that the Olympic Games occurred that the Olympic Games occurred starting with the 1948 games and starting with the 1948 games and every consecutive contest through every consecutive contest through the 2000 Sydney games (The 1980 the 2000 Sydney games (The 1980 Moscow games were not analyzed Moscow games were not analyzed due to the US boycott).due to the US boycott).

Quantitative AnalysisQuantitative AnalysisThe study was conducted to determine if The study was conducted to determine if there is there is symmetry symmetry in media coverage in media coverage between male and female athletic events between male and female athletic events during the Summer Olympic Games.during the Summer Olympic Games.SymmetrySymmetry refers to the extent to which refers to the extent to which print and image representations are print and image representations are created regarding the quantity of male created regarding the quantity of male and female sport coverage compared to and female sport coverage compared to their actual percentage of events in a their actual percentage of events in a particular Summer Olympic Game.particular Summer Olympic Game.

MethodologyMethodology– Male print coverageMale print coverage– Male image Male image

coveragecoverage– Female print Female print

coveragecoverage– Female image Female image

coveragecoverage

– Print coverage for Print coverage for both male and both male and femalefemale

– Image coverage for Image coverage for both male and both male and femalefemale

The percentage of media The percentage of media coverage for males and coverage for males and females was then females was then compared to the actual compared to the actual percentage of athletic percentage of athletic events for males and events for males and females in that females in that particular Summer particular Summer Olympic GamesOlympic Games

Reliability RatingsReliability RatingsTwo independent reviewers evaluated the Two independent reviewers evaluated the print and image content. Reliability of print and image content. Reliability of observation was determined by inter-rater observation was determined by inter-rater reliability ratings. If agreement between reliability ratings. If agreement between the two independent reviewers was not the two independent reviewers was not achieved, a third evaluation was utilized to achieved, a third evaluation was utilized to determine final analysis. Overall, there determine final analysis. Overall, there was 99% agreement between the two was 99% agreement between the two evaluators.evaluators.

Male and Female EventsMale and Female Events

Female Percentage ComparisonFemale Percentage Comparison

0

10

20

30

40

50

60

1948

1956

1964

1972

1984

1992

2000

Female EventsFemale PrintFemale Photo

Male Percentage ComparisonMale Percentage Comparison

0102030405060708090

100

male events

male print

male photo

ResultsResults

The findings indicate that symmetry The findings indicate that symmetry occurred in media coverage of the occurred in media coverage of the Summer Olympic Games.Summer Olympic Games.

The study suggests that print and The study suggests that print and image coverage of the Summer image coverage of the Summer Olympic Games reflects the Olympic Games reflects the percentage of athletic events that percentage of athletic events that were devoted to males and females were devoted to males and females in terms of symmetry.in terms of symmetry.

QualitativeQualitative

Analysis of news coverage based on Analysis of news coverage based on gender marking.gender marking.

Findings were in narrative form to Findings were in narrative form to discuss any differences regarding the discuss any differences regarding the manner in which coverage differed manner in which coverage differed between male and female athletes.between male and female athletes.

Application to 2000 and 2004 Application to 2000 and 2004 Summer Olympic Games.Summer Olympic Games.

2000 Summer Olympics2000 Summer OlympicsSydney AustraliaSydney Australia

September 15th-October 1stSeptember 15th-October 1st

Number Of AthletesNumber Of Athletes

Participation:Participation: 199 Nations 199 Nations

10,651 athletes 10,651 athletes

4,069 women, 6,582 men 4,069 women, 6,582 men

2000 Summer Games2000 Summer Games296 events. 166 of these events are 296 events. 166 of these events are specifically for men, while only 118 are specifically for men, while only 118 are primarily women's events. primarily women's events. Men and women share twelve mixed Men and women share twelve mixed events. Women will not be seen competing events. Women will not be seen competing at all in Boxing, Baseball, and Wrestling. at all in Boxing, Baseball, and Wrestling. Softball and the disciplines of Rhythmic Softball and the disciplines of Rhythmic Gymnastics and Synchronized Swimming, Gymnastics and Synchronized Swimming, however, are designed exclusively for however, are designed exclusively for women. women.

New Events AddedNew Events Added

ContentContent

Most articles were written by male Most articles were written by male reporters.reporters.

Female reporters generally covered Female reporters generally covered human interest stories as opposed to human interest stories as opposed to athletic contests.athletic contests.

Very little coverage was given to the Very little coverage was given to the new female athletic events.new female athletic events.

Content (cont.)Content (cont.)Majority of female coverage was in the Majority of female coverage was in the traditional feminine sports of gymnastics traditional feminine sports of gymnastics and swimming.and swimming.Language depicting strength, aggression, Language depicting strength, aggression, athletic prowess, and power was primarily athletic prowess, and power was primarily characteristic in male athletic coverage.characteristic in male athletic coverage.Articles about women athletes didn’t Articles about women athletes didn’t involve any demeaning or patronizing involve any demeaning or patronizing remarks.remarks.Celebrity prevailed in basketball. Greater Celebrity prevailed in basketball. Greater attention was given to male basketball attention was given to male basketball due to the celebrity of NBA players.due to the celebrity of NBA players.

2004 Summer Games2004 Summer GamesAthens GreeceAthens Greece

August 12-August 29August 12-August 29

Number of AthletesNumber of Athletes

Participation: 201 nationsParticipation: 201 nations

10,625 athletes10,625 athletes

4,329 women, 6,296 women4,329 women, 6,296 women

2004 Olympic Games2004 Olympic GamesWomen’s WrestlingWomen’s Wrestling

Content 2004Content 2004

Symmetrical coverage.Symmetrical coverage.

Greater attention given to Greater attention given to gymnastics and swimming.gymnastics and swimming.

Male basketball team received 3 to 1 Male basketball team received 3 to 1 more coverage over women’s more coverage over women’s basketball despite the fact that basketball despite the fact that women won the gold and men won women won the gold and men won the bronze.the bronze.

Basketball CoverageBasketball CoverageWomen win Gold Men win BronzeWomen win Gold Men win Bronze

ConclusionConclusion

During special events such as the During special events such as the United States Open in tennis and the United States Open in tennis and the Olympic Games, there is symmetry Olympic Games, there is symmetry in male and female coverage.in male and female coverage.

When contrasted on a daily coverage When contrasted on a daily coverage of female athletic coverage there is of female athletic coverage there is less than 7% coverage.less than 7% coverage.

Conclusion (cont.)Conclusion (cont.)

The language between men’s and The language between men’s and women’s coverage still has less women’s coverage still has less emphasis on physical prowess for emphasis on physical prowess for females than for males. females than for males.