This article draws upon data collected as part of a 25-year longitudinal analysis of tele- vised coverage of women’s sports to provide a window into how sexism operates during a postfeminist sociohistorical moment. As the gender order has shifted to incorporate girls’ and women’s movement into the masculine realm of sports, coverage of women’s sports has shifted away from overtly denigrating coverage in 1989 to ostensibly respectful but lackluster coverage in 2014. To theorize this shift, we introduce the concept of “gender- bland sexism,” a contemporary gender framework that superficially extends the principles of merit to women in sports. Televised news and highlight shows frame women in unin- spired ways, making women’s athletic accomplishments appear lackluster compared to those of men’s. Because this “bland” language normalizes a hierarchy between men’s and women’s sports while simultaneously avoiding charges of overt sexism, this article contributes to gender theory by illuminating how women can be marginalized in male- dominated, male-controlled settings via individualized merit-based assessments of talent.
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