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This is the reality of women’s 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 Communication & Sport.
The survey of men’s and women’s 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 SportsCenter focused on men’s 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.
The study documented a few bright spots for women’s sports, including increasing live televised coverage and prominent news outlets like the Los Angeles Times devoting more resources to women’s sports.
But the coverage of women’s sports hasn’t increased in terms of television news and highlights shows, the more critical components of the “larger media apparatus” that helps create audiences for sports, said report author Michael Messner.
“Meanwhile, women’s sports continue to get short shrift, which is significant when you consider the larger picture of girls’ and women’s efforts to achieve equal opportunities, resources, pay and respect in sports.”
“Eighty percent of the news and highlights programs in our study devoted zero time for women’s sports,” said Cooky, a professor of American studies and women’s, gender and sexuality studies. “On the rare broadcast when a women’s sports story does appear, it is usually a case of ‘one and done’ — a single women’s sports story partially eclipsed by a cluster of men’s stories that precede it, follow it and are longer in length.”
To ensure their data sample included various sports seasons, the authors analyzed three two-week blocs of televised news on three Los Angeles network affiliates in March, July and November 2019, along with three weeks of the one-hour SportsCenter program. For the first time in the study’s 30-year history, they also included online daily sports newsletters from networks, including NBC, CBS and ESPN and their associated Twitter accounts.
The inclusion of online coverage was partly in response to assurances by some in the media industry that more coverage of women’s sports could be found in online and social media coverage. But the more expansive analysis revealed only slightly more coverage of women’s sports, which made up 9% of online newsletter content and 10% of Twitter posts.
“Considering the ease of posting content and the relative lack of production and budgetary constraints when compared to TV news, we anticipated more coverage of women’s sports in online and social media spaces,” Cooky said. “We were surprised by how little coverage we found. There just isn’t a compelling excuse for that absence.”
Messner and Cooky found that even the tiny percentage of TV news coverage devoted to women’s sports in 2019 was inflated due to a burst of coverage of the U.S. soccer team’s victory in the Women’s World Cup and to a lesser extent, the U.S. women’s tennis competitors at Wimbledon.
When they subtracted just the Women’s World Cup coverage from the total, the local television affiliates’ coverage of women’s sports dropped from 5.1% to 4.0% and the airtime on ESPN’s SportsCenter devoted to women’s sports dropped from 5.4% to 3.5%, a proportion similar to prior iterations of the study.
It isn’t 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’s sports are covered.
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 “respectful” framing of women’s sports that was delivered in a “boring, inflection-free manner” the researchers call “gender-bland sexism.”
In this recent study, Messner and Cooky looked more closely at the gender-bland pattern, finding that nationalism temporarily elevated successful women’s sports into the news — as in the Women’s World Cup example — but that there was little subsequent spillover into increased or higher-quality coverage of other women’s sports.
Additionally, the charitable contributions of men’s teams and athletes were frequently elevated in news and highlights shows, while women athletes’ community contributions, including their social justice activism, almost never made the news. These omissions help paint women athletes with a more one-dimensional, gender-bland brush.
“Our analysis shows men’s sports are the appetizer, the main course and the dessert, and if there’s any mention of women’s sports it comes across as begrudging ‘eat your vegetables’ without the kind of bells and whistles and excitement with which they describe men’s sports and athletes,” Messner said.
“While the WNBA successfully capitalized on the fans’ and the media’s hunger for sports over the summer, the media’s effort to get back to what’s considered ‘normal’ 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’s sports.”
The Sporting News is a website and former magazine publication owned by Sporting News Holdings, which is a U.S.-based sports media company formed in December 2020 by a private investor consortium. It was originally established in 1886 as a print magazine. It became the dominant American publication covering baseball, acquiring the nickname "The Bible of Baseball".[1]
In 2011, Sporting News announced a deal to take over editorial control of AOL's sports website FanHouse.[4] In December 2012, after 126 years, Sporting News published its final issue as a print publication, and shifted to becoming a digital-only publication.[5]
The following March, ACBJ contributed Sporting News into a joint venture with the U.S. assets of sports data company Perform Group, known as Perform Sporting News Limited and doing business as Sporting News Media. Perform owned 65% of Sporting News Media. Sporting News would join Perform Group's other domestic properties, such as its video syndication unit ePlayer and its soccer website Goal.com.[6] The deal excluded the magazine's Sporting News Yearbooks unit and NASCAR Illustrated.[7] Almost immediately after the venture was established, Sporting News laid off 13 staff writers.[8] Perform Group acquired the remainder of Sporting News Media in 2015.[6]
Under Perform's ownership, Sporting News shifted to a more tabloid-like editorial direction.[6] The site introduced a new logo and website design in 2016.[9] Following Perform's acquisition of ACBJ's remaining stake, it began to align itself more closely with the company's other units, including replacing Associated Press articles with Perform's own Omnisport wire service for articles and video content (which began to constitute a sizable portion of the site's overall content).[6] Sporting News also began to introduce new localized versions in other markets, with a focus on countries where it had launched its sports streaming service DAZN. These sites are, in turn, used to promote the DAZN service.[6] Perform Media president Juan Delgado explained that the company was trying to preserve the heritage of the Sporting News brand by still publishing original content, while also publishing content oriented towards social media to appeal to younger users.[6]
In September 2018, Perform Group spun out its consumer properties, including Sporting News and DAZN, into a new company known as DAZN Group. The remaining sports data business became Perform Content, and was sold in 2019 to Vista Equity Partners and merged with STATS LLC.[10][11]
In the summer of 2020, Lindenwood University of St. Charles, Missouri, acquired the archives collection of The Sporting News from ACBJ.[12] The collection was described as consisting of "10,000+ books on baseball, football, hockey, basketball, NCAA, and other sports."[12] 2351a5e196
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