One and Done: The Long Eclipse of Women’s Televised Sports, 1989–2019

• Published in: Communication and sport Vol. 9; no. 3; pp. 347 - 371
• Main Authors: Cooky, Cheryl, Council, LaToya D., Mears, Maria A., Messner, Michael A.
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.06.2021
• Subjects: SportsCenter; media; gender; sport; gender-bland sexism
• ISSN: 2167-4795; 2167-4809
• DOI: 10.1177/21674795211003524

For 3 decades we have tracked and analyzed the quantity and quality of coverage of women’s and men’s sports in televised news and highlights shows. In this paper, we report on our most recent iteration of the longitudinal study, which now includes an examination of online sports newsletters and social media. The study reveals little change in the quantitative apportionment of coverage of women’s and men’s sports over the past 30 years. Men’s sports—especially the “Big Three” of basketball, football and baseball—still receive the lion’s share of the coverage, whether in-season or out of season. When a women’s sports story does appear, it is usually a case of “one and done,” a single women’s sports story obscured by a cluster of men’s stories that precede it, follow it, and are longer in length. Social media posts and online sports newsletters’ coverage, though a bit more diverse in some ways, mostly reflected these same patterned gender asymmetries. Gender-bland sexism continued as the dominant pattern in 2019 TV news and highlights’ stories on women’s sports. Three themes of this “gender-bland” coverage include: 1) nationalism, 2) asymmetrical gender marking coupled with local parochialism, and 3) community service/ charitable contributions.