Play like a Girl: Unmasking the Objectification of Women in Sports Media

"Let the women play in more feminine clothes like they do in volleyball. They could, for example, have tighter shorts."

This statement was made by Sepp Blatter the President of Fifa from 1998 to 2015.

Despite #MeToo sexual harassment is rampant in all walks of life.

Objectification and sexualisation of women and girls, whether it be professional, psychological or emotional, occurs in many settings and the sporting arena is no exception.

Since the beginning of the 20th century, the feminist movement has achieved huge strides in improving the perception of female athletes however there is still an enormous divide in the media's portrayal of female athletes compared to their male counterparts.

Unlike the latter, female athletes are not primarily portrayed as performance athletes but as sexual figures which overshadows their sporting endeavours and achievements and affects their self esteem.

Until the mainstream media ceases to objectify female athletes as sexual and feminine and begins to acknowledge them for their dedication, hard work and talent, women and girls in sport will be forever objectified in the sporting landscape.

UniGames National Competition. Photo Credit Isabella Boessen

Objectification of Women in Media: A Brief History

In the late 19th and early 20th centuries, as women began to gain more opportunities in sports, they faced immense pressure to maintain an image of femininity while competing.

Women were finally allowed the chance to take part in organised sports after the Civil War in the late 1800s.

Due to the lack of physical contact or strain involved in golf, archery, and croquet these were the first activities that women accepted.

Slowly the invention of the bicycle and other activities like horse riding and ice skating became more popular leading to a change in traditional gender norms.

In relation to being a woman and being feminine, the notions that "girls do not sweat," "girls do not run," and "girls do not get dirty" started to be contested and questioned.

By separating sports into genders, women were encouraged to accept the physical limitations that had been placed on them.

Dr Adele Pavlidis, a Senior Lecturer in Sociology at Griffith University, believes that when the media focuses on female bodies it extends the narrative of women being seen as objects rather than valid participants.

“Historically women have not been seen as equal to men, they have held a secondary role in society, as an ‘add on’ rather than the centre point.

Where men are the subject, women are the object, hence they are often objectified.” Ms Pavlidis said.

The media plays a significant role in the negative portrayal of female athletes which has been occurring since the start of female participation in sport.

A newspaper article published in the Daily News Perth in 1950 stated that ‘football playing females should be banned as the playing field is no place for women and girls who should remain on the sidelines in their skirts and cheer their menfolk.

Last year girls began their feeble efforts to encroach on male footballers’ fields. Most people just laughed at their attempts.'

The media’s longstanding representation of female athletes has continuously reinforced a gender dichotomy in which a hierarchy is formed leading to women’s sports not being taken as seriously as men’s sports.

From Athletic Achievement to Objectification

The world of sports has long served as a stage for the display of extraordinary talent, tenacity and skill.

Many male and female athletes have devoted their entire lives to perfecting their skill, setting records and becoming the best in their field.

The unfortunate reality is that for female athletes the path from athletic success to objectification continues.

Female athletes usually find themselves reduced to simple objects of desire by the media despite their amazing achievements on the field, court or track.

Under 16 Girls Netball Competition. Photo Credit Isabella Boessen

Serena Williams, one of the greatest tennis players ever, has endured objectification by the media throughout her career.

Media sources frequently criticised the way she dressed on the court and made comments about her figure, focusing on these issues rather than her outstanding talent.

“When the media focuses on women’s bodies rather than skill, they perpetuate the ongoing marginalisation of women in society, relegating them to the role of ‘object’ in service to men, rather than leaders in their own rights” Ms Pavlidis said.

Media representations of sports and athletes can contribute to the construction of harmful gender stereotypes.

Media tend to represent female athletes as women first and athletes second, which can lead to harmful sexual comments and harassment by the public.

Erin Nichols a PhD student at Griffith University who is also a professional athlete in Women's Muay Thai Boxing believes that her gender has led to her being objectified in her sport.

“I began fighting around 2010 and in my first fight gym experience I experienced sexual harassment absolutely.

My credibility as a fighter was based on my gender, it was a huge barrier” Ms Nichols said.

Image of female boxing hands. Photo Credit Isabella Boessen

Ms Nichols believes that the media has perpetuated the ongoing narrative that females should not participate in sports that are considered too ‘manly’.

“In the 80s and 90s it was still illegal actually for females to participate in boxing, so they were more classed as deviant like there was something wrong with them and there was a lot of homophobic sensationalising around those women who really stepped out of the feminine norms and unfortunately the media really propelled that narrative of female athletes.”

In 2019, AFLW player Tayla Harris experienced sexualisation by the media and especially online via social media.

Intimidating and misogynistic comments flooded social media after the Seven Network aired a picture of Harris shooting the first goal in an AFLW game.

Tayla Harris. Photo Credit ABC News

In a media release from Western Sydney University Professor David Rowe said that the treatment of an action picture of Women's AFL star Tayla Harris shows that there are still barriers for women in sport.

“When Tayla Harris was shown in this way, some internet trolls disparaged her sporting ability and fetishised parts of her body, they cannot accept that a woman can excel in sport”

As the internet comments exploded to an unfathomable level of misogyny, Channel Seven decided to remove the photo from their social media account, which led to greater backlash.

“The digital world has intensified the politics of sport photography and commentary, and Channel Seven’s temporary take down of the marvellous shot of Tayla Harris flying through the air was ill-advised.

In the name of protecting her, they fed the trolls.

They will just have to get used to the fact that women’s sport is here to stay, and we have the photographic evidence to prove it”, Professor Rowe said.

Harris labelled the comments as sexual abuse and reported them to the police.

Luckily, she has remained steadfast in her role as an AFL player and is now committed to be the voice for change advocating for social media companies to play a greater role in eradicating the abuse of women on social media.

Media's Role in Shaping Perceptions

Erin Nichols believes it is a tiring reality for female athletes trying to live up to the media’s perceptions whilst also trying to excel in their sporting career.

“Physical capability and aggression, they’re traditional masculine norms so you’re sort of allowed to be athletic to an extent so long as it doesn’t violate those norms.

You’re kind of living this exhausting contradiction of trying to excel at your sport but also maintaining what’s kind of an appropriate feminine approach.

Having to live up to the media’s perception would take away from female athlete's performance as you’re trying to play the game in terms of the way that social systems relate to sport systems and the way that they intersect.

I think another kind of danger is that it trivialises women’s sport in the broader narrative.” Ms Nichols said.

The media wields immense power in shaping perceptions of female athletes in sports.

Its coverage can either challenge or reinforce stereotypes.

Gender imbalances are maintained via biased opinion and unequal coverage.

The media plays a crucial role in promoting gender equality in sports since it not only reflects but also shapes cultural opinions.

Brianna Delpopolo who plays for Gold Coast basketball and has played in both female and mixed competitions understands the important role the media plays in terms of controlling how the public views female athletes.

"The media can be a powerful ally for us, helping to break stereotypes and showcase our skills.

It's time to redefine how they see us and what we can achieve in sports.

Media coverage isn't just about sports, it's about changing the narrative for women in sports.

We need equal opportunities, respect, and recognition and the media can be our voice in achieving that.

“Equal media coverage isn't a luxury, it's a necessity”

We're not just fighting on the field, we're fighting for equal representation and respect in the media.

They have the power to uplift us or hold us back." Ms Delpopolo said.

One tangible step that can be taken by media companies is to employ more females in sport media positions.

In Australia, women in sport media are still vastly underrepresented with 82% being male sport writers and 18% being women.

Volleyball Players interviewed for Griffith UniGames. Photo Credit Isabella Boessen

Ms Nichols believes that women in sport leadership especially in the media play a key part in changing the perceptions of female athletes, leading to social change.

“It’s so important for articles to be written about women by women.

I think that it will also broaden the visual economy of women in sport and leadership is a huge part of that” Ms Nichols said.

Championing Change

Media outlets must pledge to provide fair coverage that emphasises the commitment, aptitude and successes of female athletes.

A more balanced story is revealed by showing their amazing accomplishments alongside those of their male peers.

Ms Delpopolo believes that media outlets need to be committed to changing the perceptions of female athletes.

"By presenting female athletes in prime time slots, funding their advancement and partnering with organisations dedicated to this cause, media outlets may actively promote gender equality and begin to eliminate the viewpoint that women require sexualisation to get views."

Though attitudes towards female athletes are improving, the sexism inherent in sports will not be simply eradicated.

Athletes and the general public must keep exposing leaders who do not have the best and sincere interests of athletes in mind if we are to get there.

The 'glass ceiling' that prevents women from advancing professionally could be broken with the help of an improved media perspective, which could also urge society to consider the unfair norms and standards it has established.

Greater media coverage highlighting the fact that women can be excellent athletes on par with their male counterparts is vital.

The media can pave the way for a future in which female athletes are celebrated for their extraordinary accomplishments in their sports rather than for how they look, thereby demonstrating that talent, commitment and achievements are the true champions of the game.