{"id":4824,"date":"2024-04-16T12:59:19","date_gmt":"2024-04-16T16:59:19","guid":{"rendered":"https:\/\/soc.hamiltonlits.org\/sharingsociology\/?p=4824"},"modified":"2024-04-19T09:50:50","modified_gmt":"2024-04-19T13:50:50","slug":"unseen-champions-female-athletes-in-the-shadows-of-sports-media","status":"publish","type":"post","link":"https:\/\/soc.hamiltonlits.org\/sharingsociology\/spring-2024\/unseen-champions-female-athletes-in-the-shadows-of-sports-media\/","title":{"rendered":"Unseen Champions: Female Athletes in the Shadows of Sports Media"},"content":{"rendered":"\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"608\" src=\"https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_image-1024x608.jpg\" alt=\"\" class=\"wp-image-4827\" srcset=\"https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_image-1024x608.jpg 1024w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_image-300x178.jpg 300w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_image-768x456.jpg 768w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_image-1536x911.jpg 1536w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_image-1000x593.jpg 1000w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_image-230x136.jpg 230w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_image-350x208.jpg 350w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_image-480x285.jpg 480w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_image.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Caitlin Clark is reshaping the landscape of women\u2019s basketball. Leading her Iowa Hawkeyes team to the championship game of the popular March Madness tournament in two consecutive years and breaking dozens of records along the way, Clark has grown the women\u2019s game in unprecedented ways. Through what has been deemed as the \u201cCaitlin Clark Effect,\u201d Clark\u2019s legacy is already stretching far beyond the scoring records she broke during her college career (Lobo 2024). Clark has drawn in an audience from across the country to eagerly tune into women\u2019s basketball, with the 2024 championship game setting a record of a staggering 18.7 million viewers (Associated Press 2024).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Even with this undeniable growth in the world of women\u2019s college basketball, why don\u2019t we see similar viewership across all women\u2019s sports, and why has there been such a historic lack of media coverage for female athletes?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Limited Coverage of Women\u2019s Sports<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Despite the talent, dedication, and achievements of female athletes, their experiences go largely unnoticed and uncaptured within the landscape of sports media. Newspapers only devote three percent of sports stories to women\u2019s teams and five percent to individual female athletes. Similarly, women\u2019s representation in sports makes up less than two percent of airtime on televised network news and ESPN\u2019s <em>SportsCenter<\/em> (Schmidt 2016).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One possible explanation for this lack of coverage is that sports newsrooms are typically run by men (Sherwood, Osborne, Nicholson, and Sherry 2017). Since this is the case, men have the power to decide which sports deserve recognition and coverage. Thus, these male newsworkers decide that men\u2019s sports have higher news value and justify this conclusion by assuming that their audience expects mostly coverage of male sports (Sherwood et al. 2017). Such coverage then furthers the problematic idea that women\u2019s sports are less important and valued than men\u2019s sports.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Gender Bias in the Media<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Moreover, when covered in the media, female athletes are often designated as a less valued \u2018other.\u2019 For instance, broadcasters and journalists refer to female athletes by their first names more frequently than male athletes. Studies also show that labeling women\u2019s sports with gender-specific terms, like \u201cWomen\u2019s Final Four,\u201d makes them seem less important compared to men\u2019s sports (Schmidt 2016).<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"250\" src=\"https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/final_four_logo-300x250.jpeg\" alt=\"\" class=\"wp-image-4828\" srcset=\"https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/final_four_logo-300x250.jpeg 300w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/final_four_logo-230x191.jpeg 230w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/final_four_logo-350x291.jpeg 350w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/final_four_logo-480x400.jpeg 480w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/final_four_logo.jpeg 656w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Despite progress in sports media regarding gender equity, it still often trivializes, sexualizes, or compares female athletes to male athletes. For example, television commentators often refer to female athletes as \u201cgirls,\u201d while male athletes are rarely called \u201cboys\u201d (Schmidt 2016). Such language can diminish the achievements of female athletes and reinforce gender stereotypes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Impacts of Media Neglect on Female Athletes<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The lack of coverage for women\u2019s sports directly contributes to and legitimizes the gender pay gap present in the world of sports. Across tennis, basketball, and soccer, female athletes earn far less than their male counterparts. Consequently, with the lack of media coverage and compensation for professional women\u2019s sports, young girls may be less likely to consider sports as a viable career option. If such media trends continue, fewer girls might pursue sports professionally (Kluska 2023).<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"211\" src=\"https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_autographs-300x211.jpeg\" alt=\"\" class=\"wp-image-4829\" srcset=\"https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_autographs-300x211.jpeg 300w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_autographs-1024x721.jpeg 1024w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_autographs-768x541.jpeg 768w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_autographs-1000x704.jpeg 1000w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_autographs-230x162.jpeg 230w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_autographs-350x246.jpeg 350w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_autographs-480x338.jpeg 480w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/clark_autographs.jpeg 1135w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Additionally, sports media coverage often overlooks how race, gender, and sexual orientation intersect. Not only is it crucial to cover women in sports but important to highlight the diverse experiences they bring, including the unique challenges faced by women of color, LGBTQ+ athletes, and others (Bruce 2016). This recognition is essential for promoting equality and understanding the complexities of the sporting world.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Glimpses of Progress<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Currently, a major transformation regarding media coverage for female athletes can be witnessed through the increased visibility of NCAA women\u2019s basketball. Despite the popular men\u2019s March Madness tournament receiving significantly more televised coverage, the women\u2019s side of the tournament continues to break viewership records each year (Kane 2013).<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/viewership_growth_chart-1024x576.jpeg\" alt=\"\" class=\"wp-image-4830\" srcset=\"https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/viewership_growth_chart-1024x576.jpeg 1024w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/viewership_growth_chart-300x169.jpeg 300w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/viewership_growth_chart-768x432.jpeg 768w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/viewership_growth_chart-1536x864.jpeg 1536w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/viewership_growth_chart-1000x563.jpeg 1000w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/viewership_growth_chart-230x129.jpeg 230w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/viewership_growth_chart-350x197.jpeg 350w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/viewership_growth_chart-480x270.jpeg 480w, https:\/\/soc.hamiltonlits.org\/sharingsociology\/wp-content\/uploads\/2024\/04\/viewership_growth_chart.jpeg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">These continuous record-setting numbers cannot be ignored as they display that there is a growing audience that is eager to consume women\u2019s sports content. Namely, NCAA basketball player Caitlin Clark is emerging as a prominent figure in sports media, challenging the status quo and bringing much-needed attention to women\u2019s sports via the \u201cCaitlin Clark Effect\u201d (Lobo 2024). This impact positions women\u2019s basketball as a possible viable and lucrative career, as demonstrated by Clark\u2019s visibility and media time.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Clark\u2019s Iowa Hawkeyes sold out all of their home games this season, with their game against Ohio State marking the highest-ever ticket prices for a women\u2019s basketball game. Even before the staggering viewership numbers during the March Madness tournament, seven streaming platforms and television networks set viewership records for women\u2019s college basketball games when Iowa played on their air (Lobo 2024). This rise in popularity hints at a potential shift towards a more equitable and inclusive sports media landscape.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">References<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Associated Press. 2024. \u201cNCAA Women&#8217;s Title Game Most Watched Hoops Game Since 2019.\u201d ESPN. (<a href=\"https:\/\/www.espn.com\/womens-college-basketball\/story\/_\/id\/39902902\/ncaa-women-title-game-most-watched-hoops-game-2019\">https:\/\/www.espn.com\/womens-college-basketball\/story\/_\/id\/39902902\/ncaa-women-title-game-most-watched-hoops-game-2019<\/a>).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bruce, Toni. 2016. \u201cNew Rules for New Times: Sportswomen and Media Representation in the Third Wave.\u201d<em> Sex Roles<\/em> 74(7-8):361-376. doi: <a href=\"https:\/\/doi.org\/10.1007\/s11199-015-0497-6\">https:\/\/doi.org\/10.1007\/s11199-015-0497-6<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kane, Mary J. 2013. \u201cThe Better Sportswomen Get, the More the Media Ignore Them.\u201d <em>Communication &amp; Sport<\/em>, 1(3), 231-236. <a href=\"https:\/\/doi.org\/10.1177\/2167479513484579\">https:\/\/doi.org\/10.1177\/2167479513484579<\/a>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kluska, Michaela M. 2023. \u201cThe ongoing battle to end the gender pay gap in the world of professional tennis, basketball, and soccer and how the media remains the underlying issue.\u201d <em>Florida Entertainment and Sports Law Review, 2(2),<\/em> 131-150. <a href=\"https:\/\/heinonline.org\/HOL\/P?h=hein.journals\/fdaetnm2&amp;i=142\">https:\/\/heinonline.org\/HOL\/P?h=hein.journals\/fdaetnm2&amp;i=142<\/a>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lobo, Rebecca. 2024. \u201cCaitlin Clark&#8217;s Iowa Scoring Record and Legacy as College Career Ends.\u201d ESPN. (<a href=\"https:\/\/www.espn.com\/womens-college-basketball\/story\/_\/id\/39838971\/caitlin-clark-iowa-scoring-record-legacy-college-career-ends\">https:\/\/www.espn.com\/womens-college-basketball\/story\/_\/id\/39838971\/caitlin-clark-iowa-scoring-record-legacy-college-career-ends<\/a>).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Schmidt, Hans C. 2016. \u201cWomen\u2019s sports coverage remains largely marginalized.\u201d <em>Newspaper Research Journal<\/em> 37(3): 275-298. doi: <a href=\"https:\/\/doi.org\/10.1177\/0739532916663211\">https:\/\/doi.org\/10.1177\/0739532916663211<\/a>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sherwood, Merryn, Angela Osborne, Matthew Nicholson, and Emma Sherry. 2017. \u201cNewswork, News Values, and Audience Considerations: Factors That Facilitate Media Coverage of Women\u2019s Sports.\u201d <em>Communication &amp; Sport<\/em>, 5(6), 647-668. doi: <a href=\"https:\/\/doi.org\/10.1177\/2167479516645535\">https:\/\/doi.org\/10.1177\/2167479516645535<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Caitlin Clark is reshaping the landscape of women\u2019s basketball. Leading her Iowa Hawkeyes team to the championship game of the popular March Madness tournament in two consecutive years and breaking dozens of records along the way, Clark has grown the women\u2019s game in unprecedented ways. Through what has been deemed as the \u201cCaitlin Clark Effect,\u201d [&hellip;]<\/p>\n","protected":false},"author":247,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[222],"tags":[55,173,19,135,146],"class_list":["post-4824","post","type-post","status-publish","format-standard","hentry","category-spring-2024","tag-gender","tag-gender-equality","tag-gender-inequality","tag-sports","tag-womens-sports"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Unseen Champions: Female Athletes in the Shadows of Sports Media - Sharing Sociology<\/title>\n<meta name=\"description\" content=\"Caitlin Clark is changing the landscape of women&#039;s basketball. 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