Media portrayals of sportswomen : an analysis of six New Zealand magazines

Abstract

This research examined the portrayal of sportswomen in New Zealand magazines during the period January 1, 1991 to December 31, 1993. Qualitative content analysis was conducted on feature articles in six magazines: two general circulation, three women's and one sports magazine. Four questions were examined: the affect of target audiences on media portrayals; the portrayal of the 'gender-appropriateness' of sport; the use of language within articles and the meanings within photographs.

Previous New Zealand media research has focused on the quantity of coverage accorded to women in sport and has determined that women receive less coverage than their male counterparts in both television and newspaper media. Research into the coverage of sportswomen in magazines is, however, limited, as is qualitative examination of media coverage. The current research addressed this shortcoming.

The results illustrate that magazines portray sportswomen differently according to their target audiences. Women's magazines focused on personal issues rather than sporting achievements. General and sports magazines portrayed sportswomen in a more comprehensive manner. Photographs accompanying text had a non-sport emphasis. There was evidence of role conflict for athletes participating in sports classified as 'gender-inappropriate'.

Portrayals of sportswomen in New Zealand magazines reinforce traditional notions of appropriateness and femininity. While the quantity of media coverage is slowly moving towards parity, the quality of coverage within magazine articles continues to reinforce conventional understandings of women's place in sport.