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Female athletes, women's sport, and the sport media commercial complex: Have we really “come a long way, baby”?

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  • Janet S. Fink

Abstract

The 2012 London Olympic Games were heralded as the “Year of the Woman” as every delegation sent a female athlete to compete in the games, and nearly 45% of all athletes were women. Indeed, sport participation amongst girls and women is currently at an all-time high, and these sportswomen deliver remarkable athletic performances. However, female athletes and women's sport still receive starkly disparate treatment by the sport media commercial complex compared to male athletes and men's sport. This review documents these qualitative and quantitative differences and discusses the negative impact this differential coverage has on consumer perceptions of women's sport and female athletes. Additionally, the author examines explanations for these differences. The review concludes with suggestions for future research and strategies for change.

Suggested Citation

  • Janet S. Fink, 2015. "Female athletes, women's sport, and the sport media commercial complex: Have we really “come a long way, baby”?," Sport Management Review, Taylor & Francis Journals, vol. 18(3), pages 331-342, July.
    • Handle: RePEc:taf:rsmrxx:v:18:y:2015:i:3:p:331-342
    DOI: 10.1016/j.smr.2014.05.001
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    Cited by:

    1. Funk, Daniel C. & Pizzo, Anthony D. & Baker, Bradley J., 2018. "eSport management: Embracing eSport education and research opportunities," Sport Management Review, Elsevier, vol. 21(1), pages 7-13.
    2. Kirsten Rasmussen & Mikaela J. Dufur & Michael R. Cope & Hayley Pierce, 2021. "Gender Marginalization in Sports Participation through Advertising: The Case of Nike," IJERPH, MDPI, vol. 18(15), pages 1-22, July.
    3. Dietl, Helmut & Özdemir, Anil & Rendall, Andrew, 2020. "The role of facial attractiveness in tennis TV-viewership," Sport Management Review, Elsevier, vol. 23(3), pages 521-535.
    4. Macy M. Helm & Graham R. McGinnis & Arpita Basu, 2021. "Impact of Nutrition-Based Interventions on Athletic Performance during Menstrual Cycle Phases: A Review," IJERPH, MDPI, vol. 18(12), pages 1-21, June.
    5. Berg, Brennan K. & Fuller, Rhema D. & Hutchinson, Michael, 2018. "“But a champion comes out much, much later”: A sport development case study of the 1968 U.S. Olympic team," Sport Management Review, Elsevier, vol. 21(4), pages 430-442.
    6. Shaw, Sally, 2019. "The chaos of inclusion? Examining anti-homophobia policy development in New Zealand sport," Sport Management Review, Elsevier, vol. 22(2), pages 247-262.
    7. Eloise Hayward & Liz Akam & David Hunter & Sarabjit Mastana, 2024. "Role of the Menstrual Cycle on Performance and Injury Risk: A Survey of Female Professional Rugby Players in the United Kingdom," IJERPH, MDPI, vol. 21(2), pages 1-14, January.
    8. Nicolas G. A. Lorgnier & Nicolas Chanavat & Che-Jen Su & Shawn M. O’Rourke, 2020. "Examining the influence of brand-based value congruity: do the values of the International Olympic Committee really matter?," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 73-99, March.

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