The disparities between the WNBA and the NBA are rooted in structural and financial issues, many of which are sustained through the ways the league and its athletes are represented in the media. From star power and media representation to financial disparities and viewership trends, the framing theory helps explain why the perception of women’s basketball has been undervalued for years. The rise of Caitlin Clark, Angel Reese, and other emerging stars has shifted the narrative, demonstrating the power of media framing and constructing new league heroes and villains. However, despite the increasing visibility of women’s sports, the framing often continues to uphold harmful gender norms that portray female athletes as different from their male counterparts. 

Not only that, AI has an emerging role in sports. Whether that be social media monitoring or game analytics, it’s added a new layer to how professional sports are perceived. AI has the potential to either reinforce existing biases or challenge them by providing data that can reshape the public’s understanding of female athletes’ skills and impact.

Looking ahead, the continued growth of women’s basketball depends on how the media portrays the sport. A shift towards equitable representation that highlights athletic excellence over outdated gender stereotypes is critical in shaping a more balanced future for the WNBA and the NBA. By understanding and applying the framing theory to these topics, we can recognize and challenge the narratives that have long dictated the trajectory of women’s sports.