Children's Perceptions of Male and Female Athletes as Presented in Sports Illustrated for Kids

Despite gains made by Title IX in the past 36 years, including increased female participation in high school and collegiate sport, there is evidence that gender equity in sport is not fully achieved. Researchers target the media because they tend to shape social values and disseminate information to the masses (Kane, 1978, in Fink & Kensicki, 2002). As sports become more pervasive, framing theory has become particularly relevant. The purpose of this study is to build on the Hardin et al. (2002) study by examining the relationship among media sports coverage, gender equity in sport and the perceptions young sports fans begin to form about gender and sport based on media consumption. The researcher hypothesized that since women face discrimination in sport starting from the time that they choose to participate, children will perceive male athletes and their sports as more legitimate. Additionally, the media play a major role in shaping the views of audiences, so the way that they represent male and female athletes, including juxtaposing them, may have an impact on children. The researcher conducted a content analysis of 24 Sports Illustrated for Kids issues from 1996 to 1999 and 24 issues from 2006 to 2007. The researcher analyzed the content of photographs (N=3219) and of headlines (N=762) by using the definitions determined by Hardin et al. (2002). We found that there is a disproportionate amount of coverage devoted to male athletes and that the discrepancy between media representation between men and women in sport has grown since the mid-1990s. This study also includes a focus group conducted with three children from a community swimming program in a northeastern town and found that those children were acutely aware of the differences between men and women in sport based on the discussion. The researcher does not attempt to find a causal relationship between these children’s perceptions and the way media represents them, but rather uses the focus group to complement the content analysis. As children become sports consumers in later life, future research exploring the relationship between children’s perceptions and the media’s representations need to be done before causality and the significance of media effects are determined.

Street-Ball: The Myth of the Ghetto Basketball Star

In recent decades, countless scholars have examined the developing trend of African American dominance in United States’ professional sports. Many have hypothesized that this over-representation is caused by the presumed reliance on sports as an avenue out of poverty for the African American youths. This trend, it is believed, has a highly detrimental effect the African American community. In actuality, this argument is flawed because it works under the stereotypical assumption that the overwhelming majority of African Americans come from abject poverty. To dispel this fallacy, the author has analyzed the upbringings of each All-National Basketball League First Team player over the past thirty years. The author discovered that while the majority of the players selected were African American, only a small percentage of these athletes were raised in a poverty-stricken environment. Logically, this would not be the case if poor African Americans relied more heavily on sports than middle-class African Americans. This data proves that stereotypes, not empirical evidence, are the substance of nearly every previous study conducted on the topic.