Media Coverage of Women's Sports

This assignment requires an analysis of media coverage towards women's sports, utilizing a selection of research papers. Students are expected to examine the representation of female athletes in media, identify potential biases present, and discuss the broader societal impacts of such coverage.

DISSERTATION

TABLE OF CONTENT
Topic Of The Thesis- To Analyse The Issue Of Gendered Media Reporting On Fifa Women's
World Cup 2015...............................................................................................................................1
CHAPTER 1....................................................................................................................................1
INTRODUCTION...........................................................................................................................1
1.1 Background of study.........................................................................................................1
1.2 Problem statement............................................................................................................3
1.3 Aim and objectives...........................................................................................................4
1.4 Research questions...........................................................................................................4
1.5 Significance of study........................................................................................................5
1.6 Dissertation structure........................................................................................................5
CHAPTER 2....................................................................................................................................7
LITERATURE REVIEW................................................................................................................7
2.1 Introduction......................................................................................................................7
2.2 Gender biasness done by media against women's football game.....................................7
2.3 Issues associated with Trivialisation, sexualisation, under representation in the media with
regard to women's football.....................................................................................................8
2.4 Differences between media reporting on male and female football players..................10
2.5 Reasons behind issue of gendered media reporting on FIFA Women's World Cup 201511
CHAPTER 3..................................................................................................................................13
RESEARCH METHODOLOGY...................................................................................................13
3.1 Introduction....................................................................................................................13
3.2 Research philosophy.......................................................................................................13
3.3 Research design..............................................................................................................13
3.4 Research approach..........................................................................................................14
3.5 Research strategy............................................................................................................14
3.6 Data collection................................................................................................................14
3.7 Data analysis...................................................................................................................15
3.8 Ethical consideration......................................................................................................15
3.9 Validity and reliability....................................................................................................16

CHAPTER 4..................................................................................................................................17
DATA ANALYSIS AND FINDINGS..........................................................................................17
CHAPTER 5..................................................................................................................................25
CONCLUSION AND RECOMMENDATION.............................................................................25
5.1 Introduction....................................................................................................................25
5.2 Conclusion......................................................................................................................25
5.3 Recommendation............................................................................................................26
REFERENCES..............................................................................................................................27

ACKNOWLEDGEMENT
I would like to sincerely thank my Supervisor who has provided me immense knowledge
and support to carry out investigation in an effective way. I would also state my gratitude
towards friends, colleagues and family members who have supported me at every stage of
dissertation. With the assistance of guidance and support provided by them I was able to
complete the dissertation.

ABSTRACT
There lies a vast difference in media reporting as it has become gendered because when
any male sports is being covered than at that time media pays attention towards focusing upon
skills and performance of players. While, female athletes receive media attention due to covering
their physical attractiveness or non sport related activities. As per the report, it has been reviewed
that men's sports received 96.3% of airtime as compared women sports received only 1.6% of
women's sports. Thus, it can be seen that there lies huge difference and women requires equal
treatment in sports as they are not more weak or minorised. This study is based upon
interpretivism philosophy that helps in focusing upon assessing the subjective part and thus
obtain desired aims and objectives. In the present dissertation, descriptive research design is
being selected which is the past of exploratory design. Here, inductive research approach is being
selected so that significant information is being done in relation to evaluate general to specific
outcomes.

Topic Of The Thesis- To Analyse The Issue Of Gendered Media Reporting On
Fifa Women's World Cup 2015.
CHAPTER 1
INTRODUCTION
1.1 Background of study
It has been clear that in today's society males are dominating the sports games as
compared to females. Also, male receives high amount of media attention as they think that there
are some sports which are especially made for male and thus female football game is not given
much attention. There lies a vast difference in media reporting as it has become gendered
because when any male sports is being covered than at that time media pays attention towards
focusing upon skills and performance of players (Burch, Billings and Zimmerman, 2017). While,
female athletes receive media attention due to covering their physical attractiveness or non sport
related activities. It has been identified that female sports players are affected due to issue of
gendered media reporting as they only cover their appearances and looks. Therefore, it is
essential for media to overcome such reporting and using trivialising language used that impacts
upon the morale of women athletes. It has also been noticed that there are several magazines that
features only male sportsperson. But if any time female sportsperson are chosen they are being
feminized or sexualized. For instance, when any male sportsperson is pictured on the cover of
magazine then they are in their uniform looking strong and powerful. While, it is totally different
in the case of female sportsperson as when they are pictured they are being exposed and not
dressed in their uniform (Black and Fielding-Lloyd, 2017). Thus, gendered difference lies there
and it is all because of wrong media reporting as they deliver wrong image and information
about women athletes. It has been shown in the below mentioned image.
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Illustration 1: Women look in sports magazines
(Source: Lamoureux, 2012)
Illustration 2: Men look in sports magazines
(Source: Lamoureux, 2012)
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However, it has been identified that female has been minorised in the sport's industry as
from early years, they are facing issues related to cat calling and sexual comments. It assesses
that women are being trivialised by the media reporters and created it as an issue. Thus, women
are under-represented by the media reporting. They think that football is male specific game and
women's playing such game are considered as weak. Therefore, media use trivialising language
for women's football team (Lenskyj, 2015). As per the report, it has been reviewed that men's
sports received 96.3% of airtime as compared women sports received only 1.6% of women's
sports. Thus, it can be seen that there lies huge difference and women requires equal treatment in
sports as they are not more weak or minorised. The main argument in relation to low coverage of
women sports by media inspite of high number of women participation in sports is due to the
misconception that sports is still male dominated game. While, female sportsperson are focused
by media only when they are sexually targeted and thus trivialising comments are given by
media reporters that harasses women at international level (Mataruna, Range and Melo, 2015).
It can be evaluated that the 1999 women world cup brought drastic changes in the view of
women sports and turned women football team into a symbol for nation. However, before this
world cup, women's participation in sports were not taken seriously at all. Also, the media
gendered reporting was high at that time that impacts upon the women team. Gender differences
are being noticed by the women soccer team due to the comments of media reporters as there
were focusing upon their dressing and not skills and performance (Raab and Khalidi, 2016).
Here, in the present dissertation, it discusses that media reporting is gendered bias as women's
football team is harassed on several grounds as well as media do not prefer to cover their game.
1.2 Problem statement
It has been identified that media is wrongly reporting and presenting the women football
team as they think that they could not be compared with men's team. It is because they think that
they do not think that they are competent enough and thus media gives less coverage to women
football team. Therefore, they need to identify the perception of people watching sports and thus
think that media needs to cover every sports equally and do not carry out biasness upon covering
the game (Williams, 2015). The Women's Fifa World Cup 2015 has been considered as the sport
in which football team were being trivialised and sexualised by media reporters upon the
dressing style of players. They showcased that people come for watching women playing
football because of their dressing and comment upon their playing style. Thus, media creates
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gender biasness and report upon it that affects the athlete's morale of playing the game. It is
essential for media to change their image and broadcast both men and women game equally so
that skills and performance of players could be assessed. Television anchors are using trivialised
and sexualised language upon women soccer team and considering them no more than artifacts
and commenting upon their visibility and dressing. Thus, due to such issue it impacts upon the
image of women playing sports therefore, it is essential for them to adopt effective strategies so
that they could overcome the issue of gendered media reporting and attain desired results
(Wolter, 2015).
1.3 Aim and objectives
To analyse the issue of gendered media reporting on FIFA Women's World Cup 2015. Below
described are the objectives for the dissertation are as follows-
Objectives-
 To explore the gender biasness done by media against women's football game.
 To identify the issues associated with Trivialisation, sexualization, under representation
in the media with regard to women's football.
 To assess the differences between media reporting on male and female football players.
 To study reasons behind issue of gendered media reporting on FIFA Women's World Cup
2015.
 To recommend strategies in relation to provide opportunities to women football players
and overcome trivialising and sexualizing.
1.4 Research questions
 What is the gender biasness done by media against women's football game?
 What is the issues associated with Trivialisation, sexualization, under representation in
the media with regard to women's football?
 What are the differences between media reporting on male and female football players?
 What are the reasons behind issue of gendered media reporting on FIFA Women's World
Cup 2015?
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 What are the recommended strategies in relation to provide opportunities to women
football players and overcome trivialising and sexualizing?
1.5 Significance of study
The present study is significant to be carried out because it helps in evaluating the
importance of media coverage as they are using their rights in negative manner. Gendered media
reporting upon women's world cup is affecting the team members as they are feeling that they are
players. Media give wrong views and opinions about the team members that people are watching
the game to see what female players are wearing and also the percentage of people watching the
game is not equivalent to male (Ravel and Gareau, 2016). From the study it helps in enhancing
the understanding of the issue being faced by women world cup team regarding trivialisation,
sexualization and under representation. It has been evaluated that researcher needs to understand
the importance of the selected topic as it identifies the negative side of media as they are carrying
out gender discrimination among male and female sports and using trivialising language that is
unbearable. Hence, it is essential to understand the significance of the present topic and assess
the issue of gendered media reporting on FIFA Women's World Cup 2015 (Pfister, 2015).
1.6 Dissertation structure
Following is the dissertation structure-
Chapter 1 Introduction- The first chapter of dissertation involves the background and
significance of the study. It also explains the aims and objectives formulated for research and
thus understand the relevance of the topic. Also, problem statement needs to be identified by the
researcher that helps them to understand the importance of the selected topic.
Chapter 2 Literature Review- Further, it is another dissertation chapter that is being carried out
reviewing different secondary sources and thus in-depth research is conducted to understand the
importance of selected topic.
Chapter 3 Research Methodology- In this chapter, it discusses that different research tools and
techniques need to be adopted so that desired results could be attained. Here, qualitative study is
being carried out to understand the issue of gendered media reporting on FIFA Women's World
Cup 2015.
Chapter 4 Data Analysis- Here, researcher uses thematic analysis to evaluate the collected data
and thus obtain proper responses in regard to understand the issues faced by women's in sports.
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Chapter 5 Conclusion and Recommendations- At the end, it is the last chapter, that concludes
and recommends about the strategies adopted in relation to provide opportunities to women
football players and overcome trivialising and sexualizing issue.
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CHAPTER 2
LITERATURE REVIEW
2.1 Introduction
In this particular chapter it discusses the issues faced by women's football team due to
media trivialising and sexualising so that various secondary sources involving media reports,
news channel articles and sports magazines need to be reviewed. Thus, carrying out in-depth
analysis that helps in enhancing the knowledge about the way media behaves with female
football players (Pfister, 2015). Also, through carrying out literature review it understands that
using trivialising language is worst because it hampers the skills and performance of players
either it is male or female.
2.2 Gender biasness done by media against women's football game
Adubato, (2016) states that Women in sports always look as not athletic and serious as
compare to male. Men's sports are going to get more coverage. There is still no cultural
investment in the idea which describes the sports is space where talent and hard work are the key
factors which matters a lot. According to Coche, (2016) men's sports have higher production
values, higher quality of coverage and also higher quality of commentary whereas women's
sports there are fewer angles of camera, lesser cuts to shot, lesser instant replays so the coverage
work by the side of media is not excited enough.
As per accordance to Eagleman, (2015) there are various complaints about gender
biasness by media can be found on the social media platform. There is a complaint on Twitter
about an article which was published in a daily mirror “ Watching lioness is such a roar deal”, on
this article one reporter commented that the world cup describes the women's football is not good
enough and also states that the place of women is not on a foreign field and playing second rate
football. The comment was criticized for a longer time on a various social media platform.
Hjelseth and Hovden, (2014) states that the comments by various reporters are not in a proper
manner when it comer to the argument about women's world cup, comment such as female
players should wear tighter shorts are not spreading positive notion. The amount of coverage by
media in the men's football world cup was very higher than compared to women's world cup. It
is clear that discrimination is taking place in a way of treatment which women football is getting
from the media.
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As per the view of McKenna, (2016) after comparing the salaries of men and women
England football players, the fact which one can encountered with is there is lack of parity in the
pay as well. Men's football players are the biggest celebrity then the women football player, the
biggest reason behind that is the amount of media coverage Ndimande-Hlongwa, 2016 share the
viewpoint that the men's football celebrity are endorsing all the leading brands which makes
them rich and famous as compare to women's football players. According to Nordstrom, Warner
and Barnes, (2016) sport media is also assessing the gender discrimination as they are not
covering women's sports at all. Several studies done by him is stating that ESPN sports centres
provide only 2 percent of its air time for covering the women's world cup. As per the view of
Pollard, R. and Gómez, (2014) facts and figures are depicting the fact that why female soccer
stars are not having the equal level of celebrity status, the bias attitude by media is negatively
influencing the level of corporate sponsorship for women's football. Most of the national
women's football teams are facing financial crisis even the reputable body such as FIFA failed in
using the massive finances which helps in transforming the game radically, as the approach is
indirectly describing that the mentality is that the women's football is not valuable as compare to
men's.
2.3 Issues associated with Trivialisation, sexualisation, under representation in the media with
regard to women's football
As per the view of Fink, J. S., (2015), it could be assessed that media reporting the sports
game are required to understand the importance of game and then make any comments related to
gender and public interest upon the game. It has been assessed that in the recent FIFA Women's
World Cup 2015 media carried out gendered biasness and comments upon the looks and dressing
of women football team (Fink, 2015). Media presented them badly and thus comments that very
few numbers of people come to watch the game as compared to football matches played by male
team. However, Ayala, Berisha and Imholte (2016) argued that trivialisation, sexualization and
under representation is considered as significant issues and thus media showcased the women's
football team as they are of no use and thus it impacts upon their morale. Also, female players
are not paid equivalent to male players and beside that using trivialising language affects them to
focus upon their game. It has been assessed that there are various issues being identified that
media reporting is carrying out gender biasness and thus it affects the morale of team members
(Ayala, Berisha and Imholte, 2016).
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Schallhorn, Knoll and Schramm (2016), stated that trivialisation, sexualization and under
representation of female football team impacts upon the game spirit played by sportsperson.
Here, media plays a crucial role in building the image of any sportsperson. Therefore, at such
instance, media is critiquing the game played by women football team (Schallhorn, Knoll and
Schramm, 2016). They are using trivialising language that is abusing and harassing them and
also comparing them to the male players. However, male football players are considered as
celebrities and also receiving high amount of payment while women are getting low payment as
well as no reputation as world football players. Further, even media stated that football is male
centred game and thus female should not play such game. Therefore, it is essential for female
players to become more strong athlete and thus prove to the media that they are wrong. However,
Schallhorn and Hempel (2015), argued that female football team is always under representation
as media think that they are not able to give their best as compared to males. Therefore, it is
stated that media is biased and therefore, they need to understand that if any female player is
being trivialised by media reporters than it would be considered as serious offence and
punishment would be given for carrying out discrimination (Schallhorn and Hempel, 2015).
According to the opinion of Burch, Billings and Zimmerman (2017), sexualization,
trivialisation and under representation are considered as effective issue which is being faced by
women football team. Therefore, it has been assessed that media is carrying out gendered
reporting and thus embarrassing female players through affecting them on the basis of gender
and sexual reasons. Media reports that number of viewers arriving to the see the women world
cup is very few as compared to game played by males (Burch, Billings and Zimmerman, 2017).
Therefore, they are regularly commenting upon this as women are not made to play soccer and
thus it comments upon their dressing and looks while playing the game. Even sometimes
commentators make weird comments upon the looks and game played by female. Thus, such
type of trivialising comments weakens the game of women football team.
Media is considered as one of the main factor that impacts upon the socialization and thus
generate gender differences among male and female football players. It assesses that still women
playing on ground is being viewed just for their looks, appearances as compared to male who are
being looked for their sports, experience and strong personalities. Thus, media gives their
gendered biasness comments upon women football team and thus trivialising upon their looks,
dress etc. is harassing them upon gender grounds (Black and Fielding-Lloyd, 2017). Therefore,
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media needs to understand their role and they should not make any decision upon the sports
played by either male or female while they should promote the same as women are giving tough
competition in every sports to men.
2.4 Differences between media reporting on male and female football players
As per the view of Raab and Khalidi, (2016), it could be addressed that there has been
great differences being viewed within the media reporting of male and female football players. It
has been noticed that media represents male football players are the best and therefore given
more privileged as celebrities as compared to female football players. Also, they are being paid
high amount and thus discrimination is being done upon such grounds. The media reporting is
different upon gendered grounds and thus give different comments to male and female football
team. They review that female football match is not viewed by many audiences therefore it is not
being covered by media as well (Raab and Khalidi, 2016). While, there are huge number of fan
following of male football matches therefore, various media is covering such matches. It assesses
that the audiences visiting to watch female football match is for another reason that harass the
players. Media also representing the football match of female as they are not efficiently played
by females as it is male dominant game.
Illustration 3: Number of viewsrs in Fifa World Cup
(Source: Gender Balance in Global Sport Report 2016)
Thus, it can be reviewed from the above given image that the number of viewers who
watched the game with the prize money offered as it is considered that it is clear disparity
between the perceived value of male and female games. The number of viewers arrived to view
males football game were more than 4 times and prize money offered was around 38 times more
than women football team (Gender Balance in Global Sport Report 2016). As per the view of
Williams (2015), media reporting within men and female football game is also very diverse as
they are more focused to cover male football game as number of viewers are also high. Thus, as
per the demand, female game is not covered through such high rate. Here, gendered biasness
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could be seen by the media reporters and therefore, it affects the female sportsperson as they are
not given the equal weightage as compared to male sportsperson (Williams, 2015).
Ravel and Gareau (2016), stated that media reporting for women football matches are less
than compared to men it is because male are still considered as they are not being viewed by
people. While, as per the evaluation it could be found that in 2014 only 3.2% television network
is covering women sports. However, it has been declining upon year by year and thus women are
just considered as sexual objects as their skills and performance is not being viewed at all (Ravel
and Gareau, 2016). Thus, such decline in viewers of women football is considered as insulting
and humorously sexualized stories regarding women athletes. Media reporting is affecting the
coverage of men and women sports games and thus it is decreasing the morale of women players
(There is less women's sports coverage on TV news today than there was in 1989. 2015).
It has been assessed that media reporting is different within male and female football
games due to the differences in their games playing ability as well as the attraction of viewers.
Hence, more number of people are watching the men's football game as compared to female
therefore, media is supposed to cover and broadcast that more than there are very few numbers
of people interested in viewing the female football game, media is not covering that
enthusiastically. Also, media is reporting sexualised and trivialised comments upon women
football team that is decreasing their morale so that it is decreasing women participation in sports
due to such gendered discrimination (Pfister, 2015). It is essential for media person to support
the game played by sportsperson so that more number of viewers could be attracted as raise the
image of sports in market.
2.5 Reasons behind issue of gendered media reporting on FIFA Women's World Cup 2015
As per the view of Fink (2015), it is male dominant society from early years and thus
male are given more importance as compared to females. Similarly, in sports as well as media is
carrying out gendered discrimination within male and female football team. Therefore, it is
essential for football boards to overcome such gendered differences and do not carry out
gendered differences so that it does not impact upon the football game of sportsperson. It has
been reviewed that historical context could be identified that from last several years, women's are
not given much preference in sports as compared to male (Fink, 2015). Therefore, things need to
be change and thus it is essential for sportsperson to bring more number of viewers towards
women centred sports so that TV coverage could be enhanced. Thus, it is essential for media
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reporting to overcome gendered biasness and thus report upon FIFA Women's World Cup as
women's are not less than men and therefore they could play the game equivalent to men. Also,
they give proper answer to media reporting who says that people watch women playing because
of their dressing, and sexual reasons. While, men sportsperson are considered as the specimen of
skills and performance (Ayala, Berisha and Imholte, 2016).
Furthermore, researchers found that men players are also paid more than female players
and thus it makes the difference in paying. Therefore, gendered differences should not be done
by media reporting and thus women should not be considered that they use trivialising language
that is impacting upon the game of sportsperson. Trivialisation, sexualization and under
representation are considered as crucial issue and therefore it considered that women are lower
skilled as compared to men in football (Schallhorn, Knoll and Schramm, 2016). It is essential for
media to represent in such a manner that it should not affect the sports spirit of women playing
FIFA World Cup. Also, there are concept that is being assessed that male gaze towards those
people who are considering women as just sexual object. Therefore, it is essential for them to
understand that female are not just sexual object but they can do excel in every game. With the
help of this women football players during FIFA Women's World Cup 2015 assess that
difference within male and female game is being done due to media reporting as they present that
female are less capable of playing football (Wolter, 2015).
It is stated that media reporting needs to be improved as it is carrying out gendered
difference within male and female football players. Therefore, it harasses the female players and
consider them as low skilled and performance as compared to male. Also, they are being
differentiated upon payment basis as male football players are celebrities and paid high amount
while women players are not given even half of the amount received by male players (Mataruna,
Range and Melo, 2015). Thus, carrying out gendered differences is considered as one of the main
reason that affects the image of women football players that are being trivialised. Also,
sexualization is another concept that also affects the female football players and thus they are
being under represented which impacts upon their image in sports market.
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CHAPTER 3
RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is stated as the tool that help in conducting the research in order to
attain desired aims and objectives. Researcher is required to focus upon different tools and
techniques so that set targets could be attained. It involves different research techniques such as
research method, research strategy, research approach, data collection, sampling, data analysis,
ethical consideration etc. in regard to conduct the study in an effective and efficient way
(Novikov and Novikov, 2013). However, it is essential for scholar to identify the specific aim of
the study and thus conduct the study in an effective way to obtain stated aims and objectives.
3.2 Research philosophy
Research philosophy is stated as the study which is being carried out in detail and thus
accomplish research in an effective way. Through implementing research philosophy in study it
helps scholar to undertake appropriate assumption and thus serve the study as the base for
research. There are different types of research philosophy i.e. pragmatism, realism and
interpretivism and positivism (Roberts, 2013). Here, adopting interpretivism philosophy helps in
focusing upon assessing the subjective part and thus obtain desired aims and objectives. Also, it
is the best way through which in depth information is being carried out and thus enhance the
results as well. Such philosophy helps scholar to assess different facts and thus enable them to
overcome misguiding information and thus collect large sample in order to understand the issue
of gendered media reporting done so that women football team could be affected.
3.3 Research design
It is the blueprint prepared in order to understand the general plan being prepared so that
specific answers could be collected in relation to form research question. Also, it is the detailed
outline prepared to research so that appropriate data could be collected about gendered media
reporting on FIFA World Cup 2015. Research design is being conducted in regard to prepare an
outline that specifies the research topic. It involves different research design methods such as
exploratory and conclusive research (Silverman, 2016). In the present dissertation, descriptive
research design is being selected which is the past of exploratory design. Thus, it is the best way
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through which business observation could be done in relation to obtain opportunity so that
questionnaire design could be done and thus prepare the information which has been collected.
Through this it evaluates the gendered media reporting on FIFA Women's World Cuo 2015 and
thus obtain effective information.
3.4 Research approach
Research approach is stated as the tool that helps in conducting relevance of hypothesis in
relation carry out distinctive part of research. There are two types of research approach i.e.
inductive and deductive that helps in enhancing knowledge through learning different models
and concepts so that qualitative research could be carried out and obtain information about media
reporting on FIFA Women's World Cup 2015 (Taylor, Bogdan and DeVault, 2015). Here,
inductive research approach is being selected so that significant information is being done in
relation to evaluate general to specific outcomes. Through such analysis it results in identifying
the gendered media reporting on FIFA Women's World Cup 2015.
3.5 Research strategy
It is the tool which is being carried out through step by step process so that proper action
is being carried out and thus carry out the study in an effective way. It also enables researcher to
carry out study and thus identify different concepts and theories so that set targets could be
attained. It involves both qualitative and quantitative research strategy. Here, qualitative research
study is being conducted so that different theories and models are being applied in relation to
identify the issue faced by women players regarding Trivialisation, sexualisation, under
representation (Zou and Sunindijo, 2015).
3.6 Data collection
Being one of the most considerate measure, data collection is always referred to be a vital
part of almost all research work. Wherein, this is with a fundamental concern of collecting a
relevant set of information from the available resources. It is yet again referred to be a dependent
outlook where selecting a particular method necessitate the investigator to firstly choose the
sources that will be referred for the collection of data. For which, there exists two leading
measures namely primary and secondary data collection methods (Palinkas and et. al., 2015). It
is where the primary data is generated from the targeted set of respondents of the study with a
willing consent of them to participate and contribute into the study. However, another method
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called secondary that postulate the surveyor to refer some previously carried studies that can be
taken up from genuine online sites to refer the company records and reports presented by
government. It is therefore in context to the present research work, the issues created by
gendered reports of media has been analysed based upon the FIFA Women's World Cup in the
year 2015. For which, this research work will be entirely based upon the facts assessed from
secondary sources of investigation that has in turn represented the use of secondary data
collection.
3.7 Data analysis
It is yet another coherent measure used to evaluate the obtained set of data from the
above gathered information with the use of an appropriate technique for the same. There exists
two general measures that are commonly being used for the purpose of analysis and are entitled
as quantitative and qualitative method of analysis. However, the selection of a proper analytical
tool is dependent on the chosen topic of the research (Miles, Huberman and Saldana, J., 2013). It
is therefore in context to the present study, the surveyor is opting for the qualitative method of
analysis by which, the entire information will be thematically assessed by the researcher. It is
together on considering the subjective nature of the chosen subject matter of the current research
work that in turn necessitated the surveyor to opt for a qualitative analysis of data. The other
alternative method namely quantitative has not been selected for its objective technicalities that
are of no use in the recent investigation.
3.8 Ethical consideration
This reflects the moralised approach undertaken by the researcher to carry out the
investigation in a well defined manner and by which, the surveyor can obtain an effective end
result by fulfilling the main agenda of the undertaken study. It is hereby with reference to the
undertaken moralised approach of the investigator to conduct this study where it entirely
represented a secondary research work (Newell and Nelson-Gardell, 2014). On whose basis, a
foremost consideration of the surveyor is to refer authentic internet sites for collecting data from
previous investigations by together cross check the information gathered from one place to
another. This will in turn provide a conformity to the generated outcomes of the study. Beside
this, there must be attested citations in the work in collaboration to verified references with no
deceitful act for the completion of work on time.
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3.9 Validity and reliability
Validity and reliability are known to affirm the quality of the carried research work where
one is concerned about the undertaken techniques of research in terms of appraising their
applicability with another concerning agenda to ensure no generalised content in work. It is
thereby on referring to a distinct consideration of both these terms, it has been found that validate
with its two more divisions namely internal and external validity is more concerned about the
solidity of the carried investigation (Noble and Smith, 2015). It is thus applicable to both the
chosen methods of data collection and a selected design of the research on whose basis, the
validity is usually being measured. The level of consistency in these measures will result into
more pertinent outcomes of study at the end. Reliability is with a distinct consent of measuring
the duplicacy in work and lesser duplicacy is apparent to result into a more reliable study with
potently dependent outcomes at the end.
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CHAPTER 4
DATA ANALYSIS AND FINDINGS
Theme 1- Gender discrimination is referred to be a foremost issue in media coverage while
reporting any sports related activities to the public.
Interpretation- It is on the basis of above scrutinized results with the help of secondary data
sources has clearly depicted a vital presence of gender discrimination in sports related events. It
is with a concerning outlook towards the women participants who are taking part in it and are
getting very less recognition in comparison to the male sportspersons. It is mainly in accordance
to a large number of studies conducted to analyse this fact where 40% women are commonly
involved in such sports related events in relation to men where only 6-8% of coverage is being
done on women athletes (Lacey, 2016). It is also on the basis of yet another vital fact where
women's sports is specifically entitled like FIFA Women's Football World Cup in comparison to
men where their gender is never detached in this way. Also, it is in accordance to four leading
magazines namely the Boston Globe, USA Today, the Dallas Morning news and the Orange
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County Register where they have accepted to report only 3.5% of women's sports narration out
of all (Delorme and Pressland, 2016).
Theme 2- The average portion of media reports involves less than 1.8% of stories written about
the sports activities of women.
Interpretation- The above interpreted data acquired form the secondary research work has clearly
indicated a neglected attention to the women athletes with almost no coverage of their sports
activities. It is basically on referring to the coverage done in the national newspapers during the
sport's week for women in the year 2016, that in turn depicted only 2% articles published for
women athletes with only 4% of images. It is also in accordance to a report submitted in between
the year 2011 and 2013 has clearly delineated an inhumane cycle of coverage on women's sports
which was reported to be only 7% of all sports related events in UK (Bruce, 2016). This together
involved the reportage done on televisions via news that in turn resulted in only 0.4% of
sponsorship. This together depicted a tremendous biasness towards women with a major
involvement of the domestic newspapers where only 20 bylines out of total 1, 111 were written
on females with 1, 067 on males with 24 other articles. Also, out of total 1, 899 pictures, only 65
were of women with 1, 750 of men and 84 mixed. On uniting all these statistics, 3.4% pictures
represented women out of total 1, 899 that were printed in the national publication agencies in a
week, that is in total 7 days.
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Theme 3- There is no rise in the coverage of sportswomen since the Olympics took place in the
year 2012.
Interpretation- It is mainly in context to the declining state of coverage to report the women's
sports event since the year 2012. It is mainly on the basis of 6 leading newspapers that involved
Mirror, Express, Telegraph, Sun, Mail and Times, etc., with outnumbered narrations based on
men's sport activities as compared to women in the ratio of 20 : 1 (Kennedy and Hills, 2015). It
is mainly on the basis of their 876 news articles about sports transcribed in 3 sequential
weekends where 4.5% news were about women sports activities that significantly reduced to
2.9% in the subsequent year 2013. However, the coverage done on men were at a rising rate of
97% with a special transmission of the Olympics event where the decline since the year 2012 to
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2013 was rated to be 1.3% that directly fall from previously enumerated data of 3.5%. This
showed a huge deviation in mere 1 year.
Theme 5- Media coverage done on the basis of women sports is more personalised in nature.
Interpretation- This is on considering the fact of a media coverage which is based upon the
reporting of any women's sports event that is more based upon the rationalization of a woman
more than their talent in the sport's activity in which they are performing so well. It is on the
basis of above illustrated statement that states about a more personalised depiction of a woman
athlete. It is where they are mostly being judged for their physical appearances with lots of
criticism rather than the scrutinization of their talented performance in sports (Itoh and et. al.,
2014). Also, the sports highlights about women participants is mostly based upon their dress up
or a masculine appearance with a series of unfavourable judgement followed with it by the
public. This is for instance to enlighten the fact and know the present relationship status of a
woman player who is good in looks and has enormous fan is mostly covered by media. This in
turn increases their TRP's as well where people are also more interested in acknowledging such
news about the female players with a keen interest in knowing about her marriage and settlement
plans rather than willing to know about her current performance in the sports and what career
plans she is having in the future (Godoy-Pressland and Griggs, 2014). Due to which, a mere ratio
of 5% is being covered by the media to report the activities of sportswomen where they are
mostly avoiding responding about their personal lives and the media is least interested in the
coverage of her sports related activities.
Theme 6- Sportswomen are directly targeted for sexualization and trivialization in media
reporting.
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Interpretation- This is on considering the fact of lewd remarks that are passed to the women
athletes where they are also trolled on the social media sites of networking for all wrong reasons.
This in turn depicts a clear existence of sexualization and trivialization in the coverage done by
media to represent the women contestants for which they are often being judged on the basis of
their cloths and other dimensions of physical appearance. Apart from this, they are also required
to deal with the cases of harassment which is often being done by the male coaches who are
referring to them as a weak attribute who has no comparison with men and are mostly being seen
as a sex object (Lievrouw, 2015). This in turn leads to the state of molestation where this
interpretation also results in their mistreatment by the fans who are not appreciating the
sportswomen on the basis of their talent but due to several useless cause. On configuring this
finding, it is proved that the media is not at all concerned about promoting the talent of the
women athletes and are only concerned about their personal relationship, there dressing styles by
together airing the other fascinated features of women leading to a clear existence of
sexualization and trivialization of in media reportage.
Theme 7- The Women's World Cup is 40 times less payout in comparison to the payout ration of
men.
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Interpretation- It is in context to yet another evidential situation of women athletes where they
are always underpaid for their performance. It is yet another sequential cause of their under-
representation that also leads to the misinterpretation of sportswomen to a great extent. Such
underrated pay to the women athletes is a common agenda of concern where the men athletes are
paid 40 times more in comparison to the sportswomen. It is with a special context of the Fifa
Women's World Cup in the year 2015 where there existed a huge disparity in the payments given
to both the men and women athletes (Cinar, Zoghbi and Moens, 2015). Wherein, it was not due
to any low level of investments or acquisition of funds in sponsoring the game but because of a
typical mindset of the concerned officials to not pay an equal amount to both men and women
participants. It is where in accordance to them, the women athletes are less deserving than the
men where they are neither covered by the media and are not in the status of acquiring such huge
amount. For which, the above illustrated diagram has displayed the data starting from year 2010
to 2015 with a huge imbalance in the prize money of male and female participants.
Theme 8- With a maximum coverage of 8.7% on women in a sport's event leads to body shaming.
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Interpretation- It is in accordance to the above interpreted data where 75% of women are in
favour of participating in sports related activities but are embarrassed due to the humiliation of
sportswomen done by the media. This presents a resultant outlook of sexism in sports where
8.7% of reportage done on women's in a sport's event is a mere portrayal of body shaming. It is
basically due to the social boundaries created by the humans to restrict women to take part in
such masculine activities where they are together known to rule the men in sports on often basis
(Grimm, 2015). However, it is on referring to the objection done by the protesters is based on the
featuring of a women's physical appearance that is mostly criticized over their envisioned display
of feminism. On whose basis, the women are mostly judged on the basis of their skin, colour and
figure, etc., and are negatively evaluated on not meeting up the standard criteria set by some
absurd protesters. Due to which, they are never being judged on their sporty talent and instead
critiqued for their looks.
Theme 9- 96.3% of airtime is being received by men in comparison to 1.6% women in a sport's
event that consists of 2.1% neutral topics.
Interpretation- It is together in context to the under-reporting of women in sports with a special
consent of some men's related sports that involves the three main sport activities namely football,
baseball and basketball. Wherein, it is basically in accordance to the television reporting of
ESPN that is known to broadcast only 1.6% news about women athletes with 96.3% reporting
about the male sportsperson and 2.1% of coverage based on neutral themes. It is however
reported to be the lowest reportage based on women in comparison to the airtime of the year
2004 when it was 4.7 times more than the present ratio (Broch, 2016). This indicated a previous
airtime of 6.3% based on women's sports. On partitioning this report, a more hasty decline in the
airtime has been found in the nationwide telecast show called SportsCenter by ESPN where a
mere airtime coverage of 1.4% was found with a clear declination since the year 1999 when it
was at least 2.2% that was slightly decreased by 0.1% in the year 2004 and recorded to be 2.1%.
Theme 10- Sportswomen are expected to appear in passive roles that in turn leads to a gender
biased sports by encouraging the objectivity of women athletes.
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Interpretation- It is basically on investigating the above interpreted data acquired form the
carried literature review representing secondary research work where a majority of campaigners
have complained about a noticeable attitude of media to charge sportswomen all over the globe.
Wherein, they are mostly charged for appearing in passive roles where they are often blamed as
victims despite of attempting any such activity (Paul and Roy, 2015). Although, it is just because
of some traditional norms for women that has clearly enlightened the prevalence of feminism in
humans. In accordance to which, participation in sports is also visualised as a restricted opinion
for women. By which, the women are more apparent to get the masculine features in them that in
turn leads of the depletion of their feminism. This reflected a principal social boundary that in
turn deters women from participating in macho sports like football, etc., where it is mostly
referred to be a male dominant athletics. However, people making such objections are more
apparent to encourage a pessimistic judgement of sportswomen by promoting a gender biased
sports.
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CHAPTER 5
CONCLUSION AND RECOMMENDATION
5.1 Introduction
It is the endmost unit of this dissertation that has summarised the verdict of overall study
based upon its intended aims and objectives. Wherein, the research was based upon the analysis
of the issue created from the gendered media reporting on Fifa event of Women's World Cup in
the year 2015. This being the major aim of the study was together based upon some well defined
objectives to provide a guiding base of investigation to the surveyor. The present chapter is
apparent to indicate the two leading sections namely conclusion and recommendation. Herein,
the conclusion part will refer to clarify a significant attainment of the objectives in a stepwise
manner. On whose basis, another portion of recommendation will refer to propose some effective
ways in which the problematic concerns analysed in the conducted survey will be addressed with
a fundamental consideration of resolving them in an effectual way.
5.2 Conclusion
This is on the basis of above scrutinized results that was based upon four leading
objectives that have been achieved by the researcher. It is in context to the foremost objective of
exploration to know the gender biasness that is being done by the media against football match.
This objective was duly attained by the surveyor where it has been found that a foremost
partiality done by the media with that to the women football player is in terms of reporting their
sports stories. It is where there exists a very less narration about their performance and more
about their body revelation in case they are being covered by the media. This in turn indicates a
clear depiction of gender biasness that is being done by the media and in turn provokes the
public to do the same.
Another objective was in context to ascertain the problematic concerns that are associated
with the trivialisation, sexualization and under representation in the media with regard to
women's football. On accomplishing this objective, it has been found that all these three
prospects leads to an ultimate deterioration of a woman's image where trivialisation is a clear
interpretation of less importance that is often given to the women players by the media. It is
together linked with a sense of disapproval where the depreciated image of a woman athlete
leads to a perplexed state of life for them. Likewise, there together exists yet another situation of
25

sexualization with that to the female players where they are often targeted for sexual
objectification and are being judged on the basis of their physical appearance. Wherein, their
suitability is being measured with that to the conventional viewpoints of feminism.
Assessing the differences among the coverage done by media for reporting the males
with that to the female football players was the subsequent objective where the male players are
never subjected to their physical appearance and are being judged on the basis of their carried
performance. However, the female players in contradiction to which are always being scrutinized
on the basis of their dress up, personal relationships and other looks and appearances and are
together been criticized for their physical traits in case they depict a masculine figure that doesn't
relate to the traditional characteristics of a feminine as per the societal norms.
Lastly, this investigation was focussed to find out the cause behind a gendered reporting
by media done to cover the Fifa Women's World Cup in the year 2015 where on the
accomplishment of this objective, a huge contribution of sponsorship was found over here. It is
where the male participants were subjected to get huge prize money in comparison to the women
players and therefore referred to be a major cause of negligence. It is mainly due to a societal
perspective of most of the individuals where the women can never compete men in terms of
strength and have no right of being highly paid in comparison to them.
5.3 Recommendation
This is in context to propose some effective strategies for providing significant
opportunities to the women football players by together overcoming the issues of trivialising and
sexulization. It refers to certain fundamental measures that can be adopted by the media as a way
of improving the situation of women in the nation where they are mostly criticised on often
basis. For which, the media can start writing for women centred organisations that are actually
fighting against the sexualization of females. Secondly, they can together refer to use the social
media networking sites to create awareness towards a negative exploitation of girls by together
stating about some effective formulations for its resolution.
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