Gendered Media Reporting on FIFA Women's World Cup 2015

This dissertation investigates the issue of gendered media reporting on the 2015 FIFA Women's World Cup. It explores gender bias in media coverage, examining the trivialization, sexualization, and underrepresentation of women's football. The study employs an interpretivist philosophy and descriptive research design with an inductive approach. Data analysis reveals significant gender discrimination in media portrayal, with women athletes often judged on appearance rather than performance. The dissertation concludes that media reporting perpetuates gender inequality in sports and recommends strategies to promote more equitable coverage and overcome trivializing and sexualizing tendencies.

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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