{"id":1780,"date":"2021-04-13T09:00:00","date_gmt":"2021-04-13T16:00:00","guid":{"rendered":"https:\/\/dornsife.usc.edu\/news\/stories\/news-media-still-pressing-the-mute-button-on-womens-sports\/"},"modified":"2024-08-26T21:18:47","modified_gmt":"2024-08-27T04:18:47","slug":"womens-sports-ignored","status":"publish","type":"post","link":"https:\/\/dornsife.usc.edu\/news\/stories\/womens-sports-ignored\/","title":{"rendered":"News media still pressing the mute button on women\u2019s sports"},"content":{"rendered":"\n\n\n    \n            \n\n  \n    \n\n\n\n\n\n\n<div\n  class=\"cc--component-container cc--article-hero \"\n\n  \n  \n  \n  \n  \n  \n  >\n  <div class=\"c--component c--article-hero\"\n    \n      >\n\n    \n<div class=\"inner-wrapper\">\n          \n<div class=\"f--field f--image\">\n\n    \n    \n    \n    \n    \n    \n              \n      <img\n                            data-src=\"https:\/\/dornsife.usc.edu\/news\/wp-content\/uploads\/sites\/7\/2023\/04\/story-3451-768x432.jpg\"\n          data-srcset=\"https:\/\/dornsife.usc.edu\/news\/wp-content\/uploads\/sites\/7\/2023\/04\/story-3451-768x432.jpg 768w\"          data-sizes=\"(min-width:1200px) 75vw, (min-width:768px) 83vw, 100vw\"          class=\"lazyload\"\n        \n                  alt=\"News media still pressing the mute button on women\u2019s sports\"\n        \n        \n                                      \/>\n\n    \n    \n  \n  \n\n<\/div>\n  \n      <div class=\"image-caption\">\n          \n<div class=\"f--field f--description\">\n\n    \n  Researchers found that 95% of total television coverage and sports highlights shows in 2019 focused on men\u2019s sports. (Illustration: iStock.)\n\n\n<\/div>\n    <\/div>\n  \n  <div class=\"text-wrapper\">\n          <nav aria-label=\"Breadcrumb\" class=\"breadcrumbs\">\n        <ul>\n                      <li><a href=\"\/news\/stories\/\">News<\/a><\/li>\n                      <li><a href=\"\/news\/stories\/\/?category=faculty\">Faculty<\/a><\/li>\n                  <\/ul>\n      <\/nav>\n    \n              \n<div class=\"f--field f--page-title\">\n\n    \n  <h1>News media still pressing the mute button on women\u2019s sports<\/h1>\n\n\n<\/div>\n    \n          <div class=\"subtitle\">\n            \n<div class=\"f--field f--description\">\n\n    \n  A 30-year USC-Purdue study finds that television news and ESPN\u2019s SportsCenter continue to ignore women\u2019s sports \u2014 and online media coverage isn\u2019t much better. <strong>[3\u00bd&nbsp;min&nbsp;read]<\/strong>\n\n\n<\/div>\n      <\/div>\n    \n           <strong class=\"author-field\"><span >By<\/span><a href=\"mailto:communication@dornsife.usc.edu\">Jenesse Miller<\/a><\/strong>\n    \n          <span class=\"post-date-field\">April 13, 2021<\/span>\n      <\/div>\n<\/div>\n\n\n  <\/div><\/div>\n\n  \n    \n\n\n\n\n\n\n<div\n  class=\"cc--component-container cc--social-share \"\n\n  \n  \n  \n  \n  \n  \n  >\n  <div class=\"c--component c--social-share\"\n    \n      >\n\n    \n  <div class=\"content-wrapper\">\n    <span class=\"a2a_kit a2a_kit_size_32 addtoany_list\" style=\"line-height: 32px;\">\n      <span class=\"title\">\n        Share\n      <\/span>\n                        <a class=\"a2a_button_copy_link\" target=\"_blank\" href=\"\/#copy_link\" rel=\"nofollow noopener\" title=\"Link\">\n            <span class=\"a2a_svg a2a_s__default a2a_s_copy_link\">\n              <svg height=\"19\" viewBox=\"0 0 19 19\" width=\"19\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"m7.43475275 9.52380952-2.17490843 2.26076008c-1.08745421 1.058837-1.68841575 2.518315-1.68841575 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xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"m8.14285714 9.42857143c-.17142857 0-.34285714 0-.51428571.08571428l7.28571427 6.34285719c.3428572.2571428.6857143.2571428.9428572 0l7.2857142-6.34285719c-.0857142-.08571428-.2571428-.08571428-.4285714-.08571428zm-1.28571428 1.11428567v.1714286 8.5714286c0 .6857143.6 1.2857143 1.28571428 1.2857143h14.57142856c.6857143 0 1.2857143-.6 1.2857143-1.2857143v-8.5714286c0-.0857143 0-.0857143 0-.1714286l-7.2 6.3428572c-.7714286.6857143-1.8857143.6857143-2.6571429 0z\" fill-rule=\"evenodd\" transform=\"translate(-6 -9)\"\/><\/svg>\n            <\/span>\n            <span class=\"a2a_label visually-hidden\">Email<\/span>\n          <\/a>\n                  <\/span>\n  <\/div>\n\n  <\/div><\/div>\n \n\n\n\n  \n    \n\n\n\n\n\n\n<div\n  class=\"cc--component-container cc--rich-text \"\n\n  \n  \n  \n  \n  \n  \n  >\n  <div class=\"c--component c--rich-text\"\n    \n      >\n\n    \n      \n<div class=\"f--field f--wysiwyg\">\n\n    \n  <p>The talented athletes are there. The cheering fans are there. But the media? Nowhere to be found.<\/p>\n<p>This is the reality of women\u2019s sports, which continue to be almost entirely excluded from television news and sports highlights shows, according to a USC-Purdue University study published Wednesday in <a href=\"https:\/\/journals.sagepub.com\/doi\/full\/10.1177\/21674795211003524\" target=\"_blank\" rel=\"noopener\"><i>Communication &amp; Sport<\/i><\/a>.<\/p>\n<p>The survey of men\u2019s and women\u2019s sports news coverage has been conducted every five years since 1989. In the latest study, researchers found that 95% of total television coverage as well as the ESPN highlights show <i>SportsCenter<\/i> focused on men\u2019s sports in 2019. They saw a similar lopsidedness in social media posts and in online sports newsletters coverage, which were included in the report for the first time since researchers began gathering data three decades ago.<\/p>\n<h2>\u2018One and done\u2019: why media coverage matters<\/h2>\n<p>The study documented a few bright spots for women\u2019s sports, including increasing live televised coverage and prominent news outlets like the <i>Los Angeles Times<\/i> devoting more resources to women\u2019s sports.<\/p>\n<p>But the coverage of women\u2019s sports hasn\u2019t increased in terms of television news and highlights shows, said report author <a href=\"https:\/\/dornsife.usc.edu\/cf\/faculty-and-staff\/faculty.cfm?pid=1003528\">Michael Messner<\/a>, professor of <a href=\"https:\/\/dornsife.usc.edu\/soci\/\">sociology<\/a> and <a href=\"https:\/\/dornsife.usc.edu\/genderstudies\/\">gender studies<\/a> at the USC Dornsife College of Letters, Arts and Sciences.<\/p>\n<p>\u201cNews media focus on the \u2018big three\u2019 men\u2019s sports \u2014 football, basketball and baseball \u2014 creating audience knowledge about and excitement for the same sporting events over and over,\u201d explained Messner.<\/p>\n<p>\u201cMeanwhile, women\u2019s sports continue to get short shrift, which is significant when you consider the larger picture of girls\u2019 and women\u2019s efforts to achieve equal opportunities, resources, pay and respect in sports.\u201d<\/p>\n<p>Messner and study co-author <a href=\"https:\/\/cla.purdue.edu\/directory\/profiles\/cheryl-cooky.html\" target=\"_blank\" rel=\"noopener\">Cheryl Cooky<\/a> of Purdue say this \u201cmissing piece\u201d of media coverage is stunting the growth of audience interest in and excitement for women\u2019s sports.<\/p>\n<p>For the first time in the study\u2019s 30-year history, the researchers included online daily sports newsletters from networks, including NBC, CBS and ESPN and their associated Twitter accounts.<\/p>\n<p>The more expansive analysis revealed only slightly more coverage of women\u2019s sports.<\/p>\n<h2>TV news and highlights shows give perfunctory attention to women athletes<\/h2>\n<p>Messner and Cooky found that even the tiny percentage of TV news coverage devoted to women\u2019s sports in 2019 was inflated due to a burst of coverage of the U.S. soccer team\u2019s victory in the Women\u2019s World Cup and to a lesser extent, the U.S. women\u2019s tennis competitors at Wimbledon.<\/p>\n<p>It isn\u2019t just the quantity but also the quality of coverage that needs improvement, said the researchers, who have documented several dramatic shifts in the ways that women\u2019s sports are covered.<\/p>\n<p>In the 1990s, they saw coverage that routinely trivialized, insulted and sexualized women athletes. By 2014, that frame had receded and in its place was an attempt at a more \u201crespectful\u201d framing of women\u2019s sports that was delivered in a \u201cboring, inflection-free manner\u201d the researchers call \u201c<a href=\"https:\/\/news.usc.edu\/127695\/forget-about-sexism-now-tv-coverage-of-womens-sports-is-just-plain-boring\/\" target=\"_blank\" rel=\"noopener\">gender-bland sexism<\/a>.\u201d<\/p>\n<p>Additionally, the charitable contributions of men\u2019s teams and athletes were frequently elevated in news and highlights shows, while women athletes\u2019 community contributions almost never made the news. These omissions help paint women athletes with a more one-dimensional, gender-bland brush.<\/p>\n<p>\u201cOur analysis shows men\u2019s sports are the appetizer, the main course and the dessert, and if there\u2019s any mention of women\u2019s sports it comes across as begrudging \u2018eat your vegetables\u2019 without the kind of bells and whistles and excitement with which they describe men\u2019s sports and athletes,\u201d Messner said.<\/p>\n<h2>Does pandemic-era WNBA enthusiasm equal a turning point?<\/h2>\n<p>The authors acknowledge their analysis took place before the COVID-19 pandemic temporarily forced many athletes off the courts and out of stadiums in 2020. When they returned to the airwaves, ESPN increased its investment in the Women\u2019s National Basketball Association and tripled the number of games it aired across its networks, and the league made headlines for supporting the Black Lives Matter movement.<\/p>\n<p>Could this represent a turning point for women\u2019s sports? Messner and Cooky are skeptical.<\/p>\n<p>\u201cWhile the WNBA successfully capitalized on the fans\u2019 and the media\u2019s hunger for sports over the summer, the media\u2019s effort to get back to what\u2019s considered \u2018normal\u2019 may once again eclipse women athletes. It remains to be seen whether this moment in history will force the media to reimagine its coverage of women\u2019s sports.\u201d<\/p>\n<p><strong>More about the study<\/strong><\/p>\n<p>Additional authors on the study include <a href=\"https:\/\/dornsife.usc.edu\/cf\/soci\/soci_student_display.cfm?Person_ID=1056258%22%20%5Ct%20%22_blank\">LaToya Council<\/a> of USC Dornsife and Maria Mears of Purdue University.<\/p>\n<p>Primary funding for this study came through a grant from the Women\u2019s Sports Foundation. USC Dornsife\u2019s <a href=\"https:\/\/dornsife.usc.edu\/cfr\/%22%20%5Ct%20%22_blank\">Center for Feminist Research<\/a> and the Office of the Provost at Purdue University Additional provided additional funding.<\/p>\n<p><a href=\"https:\/\/news.usc.edu\/183765\/womens-sports-tv-news-coverage-sportscenter-online-usc-study\/\" target=\"_blank\" rel=\"noopener\"><i>See USC News for the full story &gt;&gt;<\/i><\/a><\/p>\n\n\n\n<\/div>\n\n\n  <\/div><\/div>\n\n\n\n  \n        \n  \n    \n\n\n\n\n\n\n<div\n  class=\"cc--component-container cc--article-related-stories \"\n\n  \n  \n  \n  \n  \n  \n  >\n  <div class=\"c--component c--article-related-stories\"\n    \n      >\n\n    \n  <div class=\"inner-wrapper\">\n    \n                  <article>\n              \n<div class=\"f--field f--cta-title\">\n\n    \n  <h3>\n          <a href=\"https:\/\/dornsife.usc.edu\/news\/stories\/a-new-form-of-sexism-now-tv-coverage-of-womens-sports-is-just-plain-boring\/\" \n                        class=\"\" \n      >A new form of sexism? Now TV coverage of women\u2019s sports is just plain boring<\/a>\n      <\/h3>\n\n\n<\/div>\n        <\/article>\n              <article>\n              \n<div class=\"f--field f--cta-title\">\n\n    \n  <h3>\n          <a href=\"https:\/\/dornsife.usc.edu\/news\/stories\/amelia-brodka-skateboarding-at-olympics\/\" \n                        class=\"\" \n      >Olympic skateboarder pushes the boundaries for women and girls in her sport<\/a>\n      <\/h3>\n\n\n<\/div>\n        <\/article>\n              <article>\n              \n<div class=\"f--field f--cta-title\">\n\n    \n  <h3>\n          <a href=\"https:\/\/dornsife.usc.edu\/news\/stories\/artistic-swimming-judge-and-alumna-cheryl-russell\/\" \n                        class=\"\" \n      >Olympic judge\u2019s journey to the Paris Games includes a stop at USC Dornsife<\/a>\n      <\/h3>\n\n\n<\/div>\n        <\/article>\n            <\/div>\n\n\n  <\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>A 30-year USC-Purdue study finds that television news and ESPN\u2019s SportsCenter continue to ignore women\u2019s sports \u2014 and online media coverage isn\u2019t much better. <strong>[3\u00bd&nbsp;min&nbsp;read]<\/strong><\/p>\n","protected":false},"author":52,"featured_media":1783,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10,17],"tags":[468,150,143,127,467,90],"class_list":["post-1780","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-faculty","category-student","tag-center-for-feminist-research","tag-dei-story","tag-faculty","tag-gender-and-sexuality-studies","tag-michael-messner","tag-sociology"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>News media still pressing the mute button on women\u2019s sports<\/title>\n<meta name=\"description\" content=\"A 30-year USC-Purdue study finds that television news and ESPN\u2019s SportsCenter continue to ignore women\u2019s sports \u2014 and online media coverage isn\u2019t much better. 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