Challenging Gender Norms: A Critical Analysis of Gendered Media Coverage in the Olympics

Abstract

This study aimed to provide a comprehensive literature review to investigate the research trends concerning gendered media coverage of Olympic athletes, and identify the key issues and approaches related to sportswomen representations at the Olympic Games. The research objectives included the understanding and contextualization of gendered media coverage in terms of both quantity and quality. A content analysis was performed over 55 articles collected from the Scopus database. Data extraction contained categories such as theoretical framework, methodology applied, scrutinized channel or editions of the Olympic Games analyzed. The findings showed that the literature on the topic unveiled gender biases in both quantity and quality. The preponderance of the studies relied on a quantitative analysis, while the longitudinal critical perspective over various editions of the Olympic Games revealed some progress in terms of quantity of coverage in some countries. Scholars predominantly scrutinized London 2012 and Rio 2016, and while quantitative progress was registered by some of these studies, the critical analysis revealed both quantitative and qualitative biases found by various scholars in investigations over the same Olympics. This study delved into the main issues found by previous systematic revisions of the literature in the topic, including the Olympic effect and nationalism, the application of independent standards of participation and performance, and the prevalent coverage of women athletes primarily in sports traditionally considered feminine. Additionally, the study explored the qualitative aspects of representation of sportswomen encompassing gender marking, infantilization of women, ambivalent attitudes, reinforcing of femininity and heterosexuality, and visual production techniques of diminishing women’s sports. In sum, this research contributes to a deeper understanding of gendered media coverage within the Olympic Games context, underscoring persistent biases and emphasizing the pressing need for more inclusive and equitable portrayals of female athletes.