Gender inequalities: Investigating challenges female athletes face at sporting events as a consequence of the media.

Abstract

With the rise in feminism and the battle for gender equality, it is important to analyse what areas of society need to change their perspectives for the future of gender equality. The aim of the research was to explore the inequalities faced by women in relation to sporting events and specifically when they are represented in the media. The objectives of the research were to determine if women's sporting events are underrepresented in the media, to understand visitation at ladies sporting events and to establish people's reasons why they choose not to attend ladies sporting events. A review of past and current literature was undertaken on the subject of media, representation of female athletes in the media, and also fan behaviour and attitudes when it came to attending sporting events. The information which was derived from the literature then helped to determine the questions for the research. A quantitative approach was taken to the research with the use of surveys. The surveys were distributed online to people who were in sports teams, or involved in sport in the wider community. The survey was derived mainly of close ended questions which allowed the participants to determine whether they agreed or disagreed with statements on female athletes and the media. A selection of open ended questions were also included to allow participants to voice their own opinions on the matter. A few limitations occurred when conducting the research which included time constraints, a lesser number of participants than anticipated and some unforeseen technology issues. The results from the research were promising with regards to the research aim and objectives. Each question had a varied outcome, with a majority of participants in agreement with statements on the lack media coverage with regards to female athletes and ladies sporting events. A majority of participants, were also in agreement with the statements regarding how media outlets and commentators have a tendency to be sexist towards female athletes.