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Stereotypes In Sports

Decent Essays

Advertisements play a big part in our society and are significant for products to be seen to attract people’s attention and be persuaded to buy. They might not always be interested in purchasing anything but instead just taking a peak, especially when women are involved. As time goes by, more women are depicted as sexual icons in adverts. This is true in sports adverts with men portrayed as masculine and athletic, while women are characterised as sexy and lacking athletic potential even though they are well-known athletes. Many people such as Goffman (1979) suggested that advertising images transfers cultural ideals of both genders explicitly or subtly, by …show more content…

In the sports world many stereotypes and misapprehensions exist, “Sport is a major global, cultural and economic force strongly linked to ideologies and identities” (Mean & Kassing, 2008: 128). Due to our society’s current beliefs, athletes try to create the best image and identity they can. It is important to note that, the gendered world of sport and the media is a global economic system defined as male in terms of its interests and character, in that a “transnational business masculinity” is dominant (Connell, 2001: 54). Talbot (2002: 279) claimed that “Strategic rationalisation has taken over from a community approach to the organisation of sport in modern society” which handicaps women sport. According to Jones (1990: 812), “women’s visibility threatens to disrupt the system of international (dis)order based on competition”. Subsequently it is not shocking that …show more content…

As sports is considered a men’s world, dominant media sports such as men’s football are mainly produced by male journalists for male audiences, representing a particular preferred reading or favourite subject position (Knoppers & Elling, 2004). Peeters, & Elling (2015), argue that, this is both done by presenting male athletes and downgrading female athletes and by sexualising sportswomen. In international competitions such as the Olympics, gender beliefs might be partially “overruled” by nationalism (Wensing & Bruce, 2003). Women’s sports’ lack of coverage and the lack of respectful and serious coverage of women’s sport has been researched for a while and seems to occur in various media platforms such as print and televised news media (Duncan et al, 2005; Adams & Tuggle,

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