Access Type
Open Access
Entry Number
17
Start Date
4-5-2017 12:00 PM
End Date
4-5-2017 1:00 PM
Abstract
As sports have increased over the years, so has the media coverage and representation of teams and athletes. Women’s athletics drastically grew after the establishment of Title IX in 1972. As the participation of females in sport grew, so did the coverage of them. This study analyzes athletes modeled in advertisements of Sports Illustrated from 2010 – 2016. With a total of 497 advertisements analyzed, the improvement of female representation was evident. The number of female athletes featured in media outlets has increased, yet is still not equal to male athletes. While female athletes are featured more than previous years, they are featured in gender-appropriate ways.
Faculty Mentor(s)
Lindsey Pieper
Included in
Advertising and Promotion Management Commons, Marketing Commons, Other Feminist, Gender, and Sexuality Studies Commons, Women's Studies Commons
Gender Inequality in Sport Illustrated Advertisements
As sports have increased over the years, so has the media coverage and representation of teams and athletes. Women’s athletics drastically grew after the establishment of Title IX in 1972. As the participation of females in sport grew, so did the coverage of them. This study analyzes athletes modeled in advertisements of Sports Illustrated from 2010 – 2016. With a total of 497 advertisements analyzed, the improvement of female representation was evident. The number of female athletes featured in media outlets has increased, yet is still not equal to male athletes. While female athletes are featured more than previous years, they are featured in gender-appropriate ways.
Comments
Department: Sport Management