 Female athletes, women's sport, and the sport media commercial complex: Have we really “come a long way, baby”?Janet S. Fink Sport Management Review, 2015, vol. 18, issue 3, 331-342 Abstract: The 2012 London Olympic Games were heralded as the “Year of the Woman” as every delegation sent a female athlete to compete in the games, and nearly 45% of all athletes were women. Indeed, sport participation amongst girls and women is currently at an all-time high, and these sportswomen deliver remarkable athletic performances. However, female athletes and women's sport still receive starkly disparate treatment by the sport media commercial complex compared to male athletes and men's sport. This review documents these qualitative and quantitative differences and discusses the negative impact this differential coverage has on consumer perceptions of women's sport and female athletes. Additionally, the author examines explanations for these differences. The review concludes with suggestions for future research and strategies for change. Keywords: Female athletes; Women's sport; Media; Marketing (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:spomar:v:18:y:2015:i:3:p:331-342 Ordering information: This journal article can be ordered from DOI: 10.1016/j.smr.2014.05.001 Access Statistics for this article Sport Management Review is currently edited by Tracy Taylor More articles in Sport Management Review from Elsevier |
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