Media Muscle: Why Don't Female Athletes Have It?

by Stacey Hackett, M.A.

Throughout history, women have systematically been denied access to sport. The men of ancient Greece banned women from competing in the Olympics, and the founder of the modern Olympic games, Baron de Coubertin, opposed the "indecency, ugliness, and impropriety of women in sports." He questioned whether "sports practiced by women constitute an edifying sight before crowds assembled for an Olympiad." In the early part of the century, women were informed that participating in sport could be physically harmful to their health, particularly with regard to their reproductive organs and breasts, along with potential ill effects to the menstrual cycle, pregnancy and even psychological well-being.

It has been argued that modern technology has replaced the last domain where men can flaunt their inherent male superiority over women. This biological reminder of men's physical superiority over women becomes equated with social supremacy as well. Thus, well-entrenched stereotypes are even further reinforced in the high profile arena of sports: the belief that women's "natural" inclination is towards passivity, acceptance, and cooperation.

The mass media in our society--controlled by the process of "gate keeping"--continues to promote the perception of male hegemony in sport. Although there has been a boom in female athletic participation in the past twenty years, the media has been resistant in following this trend. When the female athlete is portrayed, her gender role rather than her athletic abilities and accomplishments tend to be the focus of the media coverage. As in many other occupations, women's professional sports do not enjoy the same support. Men's professional sports garner more sponsorship dollars, prize money, media attention and, therefore, fan attendance.

Strategies employed by the patriarchal powers-that-be in sport have managed to deny women their full potential. The mass media are primary agents of socialization and are the source for the bulk of information young people acquire about their world. Therefore, the media should use its power to liberate and influence girls and women in sport.

Sport should be perceived as a human activity, not as only a masculine activity. The following ideas could be implemented:

Sexist terminology should be changed, such as when basketball commentator Steve Physioc renamed "man-to-man" defense to become "player-to-player" defense. Control of sport should be equitably distributed between men and women. Women should be allowed to make critical decisions about the arena in which women's sport exists. Currently, federations are run exclusively by men. It may be time for a "good old girls" network. Organizations such as the National Association for Girls and Women in Sport and the Association for Women in Sports Media should be supported. Women should be encouraged to be not just competitors, but commentators, reporters, administrators, coaches and top decision makers in sports and the media. Ambivalent messages about women and sport, such as in the Sports Illustrated Swimsuit Issue, should be rejected in favor of media attention that reflects the potential of women in sport to achieve and contribute to society in general. In sports, as in life, we should never expect less from our daughters than we do from our sons.

One of the sharpest example of discrimination in the United States is that which operates against girls and women participating in sports, and against those who wish to take part. The media has a powerful role in influencing young people and those in the decision making positions. The media should use this role to empower girls and women in sport.

12/29/97