Analysis of the representation of female athletes in sports media: a systematic literature review

Introduction: The focus of coverage on female athletes is starting to shift, with more recognition of the achievements and dedication to Sports. Despite improvements in representation, there is still a gap in public recognition of female athletes compared to males, specifically in sports awards or promotional platforms. Objective: This study aimed to explore the representation of female athletes in sports media with a focus on achievement emphasis, gender stereotypes, and coverage orientation. Methodology: Systematic literature review (SLR) was used to investigate the form in which female athletes were represented in the media during different periods. Results: The results showed inequality between female and male athletes, as females were often offered less recognition and attention commensurate with the achievements. Additionally, gender stereotypes influenced the representation of female athletes in sports coverage due to more concentration on the physical or aesthetic aspects than achievements in sports. During the review, significant changes in the approach of media to female athletes were detected over time. Conclusions: Changes in the representation of female athletes in sports media are essential to creating a more equitable and inclusive narrative of the achievements. The results signified a need for changes in the media coverage of female sports, emphasizing the achievements and dedication as well as minimizing existing gender stereotypes.