There are many reasons why media coverage is not being given to women's sport. Men's sport is dominant, underfunded and lacks role models. These factors, combined with a lack of consistent presence in the media, make the absence of women in sport a serious issue. To counteract these issues, the media needs to do a better job covering women's sport.
Inconsistent presence
Nearly 80 percent of all televised sporting news programs do not include stories about women's sport, according to the study. These stories, while shorter, are partially overshadowed partly by stories on men's sport. Although the study was conducted before the COVID-19 pandemic, sports coverage of women's events has increased. It also cites recent investments made by ESPN to air WNBA games.
Subfunding
The NCAA is taking steps to ensure equal funding for sports teams. However, these changes are still inadequate. For one, the NCAA's rules are not staggered and games are not broadcast simultaneously. A second problem is the fact that women remain underrepresented in coaching roles. Even though this has been an issue for decades, it remains an issue even today. While the change is welcome, it is not a significant step in the right direction.
Men's sports dominance
Media coverage of women’s sports is almost entirely dominated by men. Asymmetry in gender marking may temporarily raise the profile of a specific women's sport or team but it does not mean there is more coverage for other women's sporting events. Asymmetric gender mark often mixes with local parochialism or obscures the success of the local men's sports team.
We lack role models
The media has become the main source of information for the younger generation, but female athletes are rarely represented. This creates a shortage of role models to young girls. The perpetuation of socializations of gender roles is facilitated by a lack of role models in media. Here are some ways media outlets can increase their representation of female athletes, and their viewership. This is a start.
Lack of investment
Research on gender inequalities in investment in sport is rare and often distributed. It is not clear why managers are more likely to invest in men's than women's sport. And sponsorship spending is becoming more strategic. But why? Let's get into this issue. Women's sports have long suffered from tokenism. Major brands see their investment in women's sports as a PR stunt.