Sacrificing Dignity for Publicity: Content Analysis of Female and Male Athletes on “Sports Illustrated” and “ESPN the Magazine” Covers from 2012-2016

摘要

The purpose of the study was to assess changes in how often female athletes were portrayed on the cover when compared to male athletes. A content analysis of the manner by which male and female athletes were depicted on sports magazine covers from 2012-2016 was performed. A total of 245 cover pages taken from two top sports magazines, Sports Illustrated and ESPN: The magazine were used to analyze depictions of individual male and female athletes. Despite females’ increased participation in sport since the enactment of Title IX and calls for greater media coverage of female athletes, women appeared on just 10 percent of the covers compared to male athletes. Data show that the percentage of female athletes on the sports magazines covers did not change significantly over the span of five years and were comparable to levels reported by other researchers. Beyond the limited appearance on sport magazine covers, female athletes were shown in sexually objectifying poses, seductive eye gazes, scantily clad clothing, and sexy/inviting body poses while male athletes are often seen in their team uniforms depicted in active, game playing athletic motions associated or related to his sport. It is concluded that male athletes are still portrayed in ways which support hegemonic ideas of masculinity.