A Sociological Analysis of the Representation of Female Athletes’ Performance in the Media
Keywords:
Sociological analysis, representation, athlete performance, women, mediaAbstract
Purpose: This study aimed to conduct a sociological analysis of the representation of female athletes' performance in the media and examine its impact on public attitudes and professional identity.
Methodology: A qualitative research design was employed using semi-structured interviews with 13 experts in sports and media, including sports federation officials, managers, and media specialists. Participants were selected through purposive and snowball sampling. Thematic analysis was applied to the interview data, and the reliability of the coding was confirmed through a test-retest method with a consistency rate of 78.82%.
Findings: The results revealed that media portrayals of female athletes exhibit a dual character: on one hand, they reinforce gender stereotypes by focusing on appearance, emotions, and traditional roles; on the other hand, they can challenge these stereotypes through fair and positive coverage of female athletes’ achievements. Social media was also identified as a space for redefining female athletes’ professional identities, although aesthetic and commercial pressures persist in these platforms.
Conclusion: The findings underscore the need for structural reforms in media policies and gender-sensitive training for journalists to improve the representation of female athletes. Supporting athlete-driven self-representation on social media can play a vital role in reshaping public perceptions and promoting gender equity in sports.
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Copyright (c) 2026 Sodabeh Pakzad, Sasan Vadiea, Zahra Hazrati Someeh, Mohammad Reza Rasouli (Author)
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