Differential Media Coverage of Men's and Women's Intercollegiate Basketball: Reflection of Gender Ideology

Abstract

This study explores the extent to which mass media coverage of men's and women's sport reflect the broader gender ideology of society. Using television coverage of men's and women's intercollegiate basketball as our context and verbal commentary as our text, an attempt was made (1) to identify qualitative differences in the manner in which the men's and women's games were presented by the networks, and, if coverage differences did exist, (2) to identify ideological assumptions which may underlie such differences. Data were derived from a content analysis of 16 televised college basketball games from the 1988-90 seasons. Analyses led to the identification of the following general coverage differences: (a) the men's game and performances were used as a standard of comparison and understanding for the women's game and performances; (b) the women's game was qualified as "women's basketball"; (c) non-parallel and sexist language was used to depict female athletes and their performance; and (d) expectations relative to physicality and athleticism. These findings suggest that the ideology of sport as a male domain is reinforced through differential media coverage of and commentary on men's and women's college basketball.