Background/Purpose Female athletes are considerably underrepresented in sport media and are only featured approximately 6-8% of the time (Fink & Kensicki, 2002; Kane & LaVoi, 2001). When female athletes are portrayed in the media, their femininity and attractiveness are typically emphasized (Kane & Buysse, 2005). Females also tend to be shown in more gender appropriate sports that are individual in nature (i.e. tennis) and are more likely to be shown off the court, out of uniform and in sexualized poses (Kane & Buysse, 2005). The purpose of this study was to examine the covers of ESPN the Magazine for gender representation.
Method A content analysis was conducted on the photographic images contained in 13 years (369 issues) of ESPN the Magazine from 1998 to February 2010. All covers were analyzed to determine gender representation, clothing coverage, type of sport, and action or posed representation.
Analysis/Results The content analysis revealed that females were substantially underrepresented on the cover of ESPN the Magazine (males outnumbered females 14-to-1). When females were featured on the cover (only 6.1% of the time), the majority were depicted wearing tighter and less clothing, in feminine appropriate individual sports, and photographs that were posed. Only 13 different female athletes have appeared on the cover.
Conclusions This content analysis confirms previous research on the representation of females within other sport magazines (Duncan & Sayaovong, 1990; Hardin, Walsdorf, & Hardin, 2002). The presentation will expand on the unique findings of this study and future research that is needed.
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