Com Research Finished Proposal

Running head: THE PERCEPTION AND CREDIBILITY OF WOMEN IN SPORTS MEDIA 1
The Perception and Credibility of Women in Sports Media
Reina M. Bocchichio
Queens University of Charlotte
Author Note
Reina Bocchichio, Knight School of Communications, Queens University of Charlotte.
Correspondence concerning this research proposal should be addressed to Chuck Pollak, Knight
School of Communications, Queens University of Charlotte, 1900 Selwyn Avenue, Charlotte,
NC 28207. Contact: bocchichior@queens.edu

THE PERCEPTION AND CREDIBILITY OF WOMEN IN SPORTS MEDIA 2
Abstract
Sports have been notoriously noted as a masculine pastime and professionally, a man’s field. The
ongoing portrayal of women in specific gender roles and with certain stereotypes continues to
cultivate and reinforce the idea that women have no place in a sports media field that continues
to be dominated by men. Through the lens of George Gerbner’s Cultivation Theory, the
foundation and constant reinforcement of these constructed gender roles can be identified. The
effect of these societally accepted gender roles can also be analyzed in relation to the
discrimination seen against women in the sports media world.
Keywords: gender roles, sports media, sports broadcasting, sports journalism, women,
cultivation theory
The Perception and Credibility of Women in Sports Media
In the political and social climate of 2018, the strive for gender equality has only gotten
stronger. Women are searching for equal pay, equal opportunity, and even more simply, respect
and to be taken seriously. However, these goals are hard to attain with the deeply rooted
perceived gender roles and expectations that have been cultivated in our society for decades. A
place where this is prevalent and has a deep impact on women in and around the industry, is
professional sports.
Professional sports, and the media surrounding it, have been dominated predominately by
men for the past century, with women only making up 10 to 20 percent of the sports media, and
even with the changing social standards, this field seems to be remaining pretty stagnant
(Madkour, 2017). Sports are a staple of society, and they represent more than just entertainment.
Spectators and participants alike invest a great deal of their time and energy into these games,
and the values expressed in the sports world are often reflective of the greater society and vice
versa. In an extensive piece on the meaning and importance of sports in society, Michael
Mandelbaum uses an anthropological approach to explain that sport is a direct connection to
“More widely shared social patterns and human needs,” which further supports this point
(Mandelbaum, XV, 2004). Therefore, if common gender roles remain intact, the “playing field”
of influence may never be equal for men and women. Women trying to make careers in
professional sports media may not be seen as credible or taken seriously, thus extending the
disproportion of men and women in the field and upholding pay inequality.
Researchers have found that even in the changing social climate, most college students
still view may sports as masculine and media use is not diminishing these views. Through the
lens of George Gerbner’s Cultivation Theory, the influence of the mass media can be analyzed to
ascertain the impact it is having on these societal expectations for different genders and the roles
males and females are seen qualified for. Content analysis of different genres on television, there
has been noted enforcements of gender stereotypes that may have a lasting impact on viewers,
especially young viewers, as to what is expected of them by society and what opportunities they
may have later in life depending on their gender and these designated roles. Sports is one of the
genres that has disproportionate representation of men to women in the media, which can
cultivate the idea that women do not have a place in the sports industry.
Literature Review
A deeper understanding of the facts and issues surrounding this topic can be gained
through the analysis of pre-existing research.
Cultivation Theory
Cultivation Theory was developed by George Gerbner in 1979 in an attempt to explain
the phenomenon of television and the impact that it has on society as it became a commonplace
in most people’s lives. “Cultivation theory suggests that exposure to television messages can be
an important factor influencing behavior of individuals who spend a significant amount of time
with the medium,” (Hammermeister, Brock, Winterstein, & Page, 2005). Originally, Gerber
applied his work to the portrayal of violence in the media and the effect it had on the perception
of the world that different television viewers had. He hypothesized that the overexposure of
violent programming on television would make those who watch television often (heavy
viewers) would see the world as a more violent place as a result. He labeled this “Mean World
Syndrome” and found “Considerable support for the proposition that heavy exposure to the
world of television cultivates exaggerated perceptions of the number of people involved in
violence in any given week,” (Gerbner, 1998).

However, Gerbner’s theory and findings can be applied to many other societal norms and
perceptions aside from the “Mean World Syndrome”. Mainstreaming, defined by Gerbner as the
“process of apparent convergence of outlooks,” (1998), can create consistent message and
portrayals of specific groups, cultures, and happenings throughout society. The more these
messages are embedded into television programs, the more often viewers, especially “heavy
viewers” will see this content. Slowly but surely, these messages begin to effect viewers concepts
of social reality, what is truth and what isn’t, even if it is not reflective of the actual world they
live in. This process is not a quick or obvious one, though. Gerbner emphasizes that this is a
subtle, complex process that also has other factors influencing the symbolic environment that
makes up one’s understanding of their reality. He states:
Television neither simply “creates” nor “reflects” images, opinions, and beliefs.
Rather, it is an integral aspect of a dynamic process. Institutional needs and objectives
influence the creation and distribution of mass-produced messages which create, fit into,
exploit, and sustain the needs, values, and ideologies of mass publics. These publics, in
turn acquire distinct identities as publics partly through exposure to the ongoing flow of
messages. (Gerbner, 1998).
This definition of the cultivation process makes it applicable to multiple concepts that are
portrayed in the media on a regular basis. From the fear of the possibility of violence, to simply
the makeup of society. A skew in the proportions of the demographics that are represented in the
mainstream media may lead viewers to have an unrealistic understanding of the characteristics of
society as well as reinforced beliefs in certain stereotypes and expected roles in direct relation to
these groups of people. For example, researchers found in the “vivid and intimate portrayals of
over 300 major dramatic characters a week,” there was an inaccurate proportion of 3:1 men to
women, with the women being younger, yet somehow aging faster than the men portrayed,
(Gerbner, Gross, Morgan, Signorielli, 1986). Beyond that, the amount of people under the age of
18 and over the age of 65 represented in primetime media only composes one-third and one-fifth
of their true proportion in the population respectively, (Gerbner, et al, 1986).
The misleading proportions that are still an active part of mainstream media can not only
lead to false expectations from viewers who may begin to accept this media constructed world as
their reality, but also have other lasting opinion and psychological effects. In a 2016 study
conducted by Robert Lull and Ted Dickinson, they measured the effect of different television
genres on levels of trait narcissism, which was defined by the authors as “A personality trait
characterized by a grandiose sense of self-importance, vulnerability to criticism, sense of
entitlement, and uniqueness, lack of empathy, tendency to exploit others, strong preoccupation
with fame and success, exhibitionism, and envy, (Lull & Dickinson, 2016). After subjects were
questioned about their TV genre preferences and TV exposure, their narcissism levels were
measured through the Narcissistic Personality Inventory (NPI). After accounting for differences
in demographics, the results of their study showed that as television exposure increased, so did
narcissistic traits and tendencies. They also observed that different genre preferences cultivated
higher level of narcissism too, finding that those with preferences for political talk shows,
suspense/thriller/horror shows, reality TV, and sports programs showed higher NPI scores, (Lull
& Dickinson, 2016).
For the results regarding sports specifically, Lull and Dickinson claim the results are
unsurprising. “There is evidence that the influence of sports has continued to increase in recent
years… recent scandals involving athletes such as Tiger Woods and Lance Armstrong suggested
that high-profile sports celebrities who were glorified for transcendent accomplishments in the
2000s may have been pathological narcissists whose achievements obscured serious character
flaws for years,” (Lull & Dickinson, 2016). While it is difficult to say if the results reflect a
deeper issue of sports culture, they claim that “few would deny that there is likely a relationship
between the glorification and fame that is central to sports culture and at least some aspects of
narcissism,” (Lull & Dickinson, 2016).
Lull and Dickinson’s study illustrates that Gerbner’s Cultivation Theory can be applied
more widely to different traits and concepts of society. Certain expectations and personality traits
may also be affected by the cultivation of ideologies by the media. Specifically, the presence of
character traits like narcissism may reflect not only in the interactions of individuals on a day to
day basis, but also in the notions of what would be considered socially acceptable for specific
groups and people. If narcissistic tendencies are seen to be higher in those who prefer sports
programming, a media field and audience that is statistically dominated by men, there could also
be a bias towards women that is cultivated in association with that narcissism.
Gender Roles in the Media
The apparent inaccuracies in the portrayal of women in mainstream media does not stop
at just the disproportion of women to men seen in primetime television. More specific roles and
attributes associated with women are also falsely portrayed by the characters featured in many
shows. Research shows that television highlights typical societal stereotypes for women such as
being sensitive, romantic, attractive, happy, warm, sociable, peaceful, fair, submissive, and timid,
while men are rational, ambitious, smart, competitive, powerful, stable, violent, and tolerant,
(Witt, 2000). These traits directly relate men to being strong and skilled, while women are only
meant to be desirable and attractive. “Females consistently are placed in situations where looks
count more than brains, and helpless and incompetent behaviors are expected of them,” (Witt,
2000). The study also suggests that even if there was an equal number of women to men in
television, women are often seen in more “degrading” positions or in less important, socially
structured roles, such as a housewife or mother, (Witt, 2000).
The messages and stereotypes regarding specific gender roles that should be conformed
to can be particularly impactful to society’s youth, who are still building an understanding of
their community and what is expected of them as a young man or young woman in order to fit in
on a larger scale (Sanford & Blair, 1999). Because of this, children and young adults are
constantly learning and implementing information into their daily behavior, attitudes, and
aspirations. While first hand experiences contribute to their knowledge and behavior, they also
learn through the messages present in mass media. “Popular media today, as throughout the last
half of this century, provide adolescents with messages that contribute to the definition of
femininity and masculinity and the benefits of their adherence to these categories,” (Sanford &
Blair, 1999) With consistent exposure ongoing like this since the 1950s, the criteria are being met
for the deep-rooted cultivation of unequal expectations for men and women and assigned gender
roles amongst society.
Along with the poor portrayal of women in television and mass media, comes the effect it
has on the audiences. Many studies indicate a link between frequent media use and sexist
attitudes from both men and women. There is also a connection between the media’s depiction of
gender roles in the media and men’s conceptions of masculinity, specifically, (Giaccardi, Ward,
Seabrook, Manago, Lippman, 2016). Studies have been conducted to assess participant’s beliefs
towards male gender roles found that young men were influenced by the media on what they
considered to be appropriate roles of men in society. In the results of the second study, the
authors found that weekly sports viewing was the only genre that predicted more traditional
attitudes of male gender roles. The act of watching sports on a regular basis was also found to be
predictive of a young man’s tendency to adhere to masculinity ideology, (Giaccardi, et al, 2016).
Content analysis shows that the depiction of men and women in sports media aligns with
traditional roles by “Focusing on men’s strength and power and placing women in supportive
roles,” (Giaccardi, et al, 2016). Because of the strong trends and tendencies to show women only
on the sidelines while highlighting men with the central roles, it is not surprising that sports
viewing was predictive of both masculine attitudes and adherence.
These characteristics of sports, especially those that are highlighted in the public media
and draw large viewing audiences and ratings, have not only altered society’s perception of
gender roles, but also the field of sport as a whole. These ideologies reflect in how people view
sports and the role that men and women may have within the industry. According to one study on
college students, researchers have found that “Even youth who have grown up with Title IX still
rate most sports as masculine, including the newer action sports even though these sports
incorporate elements considered generally feminine,” (Hardin & Greer, 2009). Their study
concluded that active consumption of media had an impact on the “sex typing” of sports by
emphasizing the masculine qualities of the sports highlighted previously.
Another factor that is noted is the overwhelming images of men presented by the media
in sport. “Even individuals who do not follow sports coverage cannot escape the presentation of
sports on television, in magazines and in newspapers as an activity for and by men,” (Hardin &
Greer, 2009). According to the authors, this consistency is the main contributor for the gendering
of sports and any other activity. These overwhelming images, paired with limited coverage of
women in sport, despite the increase in female participation, reinforce the notion that sport is not
a place for women. “Today, both women and men compete at comparable levels in many
sports… however, in every single sport in which [they both participate], men’s sports receive
significantly more attention and male athletes receive more recognition than their female
counterparts,” (Schmidt, 2016). Gerbner’s cultivation theory supports this explanation, with
clear points stating that the mainstreaming of consistent messages, in this case images and
coverage of mostly men in sports, can cultivate a specific ideology and general acceptance of a
concept in society.
Perception of Females in Sports Media
The cultivation of a dominant masculine perception of sports may continue to uphold
inequality between men and women in the industry despite any advancements that have been
made in the greater society. While women now have the opportunity to insert themselves into the
world of sports, which they once lacked, the communication and perception surrounding females
in these roles remain an issue. “The gender barriers present within sport started as obstacles of
opportunity (not allowing women to play and, if so, mocking them for participation) yet now are
barriers of lack of respect, resources, coverage and equity,” (Billings, Butterworth, Turman,
2018, p. 96). The ongoing bias in the accepted opinions not only change the way sports are
viewed and by whom, but also make it a more intimidating territory for women to try to
penetrate. “Sport provides opportunities for men to assert their dominance at a time when male
hegemony is continually challenged and opposed in everyday life… for this reason, women’s
and girl’s entry in the sporting world has been regarded as an incursion into a sphere that is most
properly men’s,” (Duncan & Messner, 2010). This has been proven throughout history just by
simple differences in the way that female and male journalists were treated on the job while
covering sports. Athletes often brushed women off or refused to even speak to them after games,
and for a while, women were not allowed into locker rooms to speak to players or coaches, being
forced to wait outside for chances at interviews while the men got to walk right in and have free
pick at interview candidates, (Gunther, Kautz, Roth, 2011).
These obstacles and inequalities were reflective of the low level of acceptance of women
in the sports world. While things have changed, and women have more fair opportunities in
journalism and media careers, the bias and deep-rooted societal beliefs still linger, keeping
women with an “outsider” status in the field. Often, this can still lead to hostile working
environments for female sports journalists, where they are continuously undermined by their co-
workers. Research has found evidence of this in the past couple of decades:
The locker-room mentality thrives in many newspaper and television sports
departments makes them as unwelcoming to women as many university athletic
departments. Evidence of this hostility includes a 2002 Web site for sports journalists that
featured a message board called “Sports Babes,” which invited comments from male
sports journalists about their female counterparts; many comments bordered on libelous.
(Hardin & Shain, 2006).
It can be a bit discouraging for women in the field if the men that are supposed to be their
equals do not take them seriously when they are both performing the same job. It may also end
up setting a bad example for their audiences, leading them to believe that women are not as
credible as the men because of the way they have been belittled by other trusted journalists.
Hardin and Shain’s study found that 85% of women working as sports journalists feel like they
are not seen as equals due to their gender, (2006). This invokes the question of if there is actually
a notable bias present against females in sports media due to their gender.
In the study conducted on the subject by Gunther, Kautz, and Roth (2011), the
results were conflicting. In a survey of 183 subjects, the quantitative data showed that there was
no significant bias against female sports broadcasters; however, they go on to discuss that the
qualitative results were more supportive of their hypothesis that a bias is present. “The feedback
of the focused interviewees was more indicting of the profession and its relationship with female
sports broadcasters, which certainly raised red flags when compared against the survey data,”
(Gunther et al, 2011). One male responder expressed cynicism in his response, claiming that
while he was not biased against women in the field, he assumed that some networks hired
women just for the appeal of her looks. Another subject, a female with experience in the field,
offered first hand accounts of how she is consistently tested on her knowledge, and if she makes
a mistake, her credibility takes a direct hit, (Gunther et al, 2011).
A more recent study conducted in 2018 analyzed female versus male broadcasters
of sports that were “Characterized as stereotypically feminine”, such as softball, gymnastics, and
figure skating, and found that the bias was actually skewed in favor of female broadcasters over
male, (Pratt, Tadlock, Watts, Wilson, Denham, 2018). This acknowledges a connection between
cultivated gender traits that are formed from repeated feminine images linked to these sports and
a preconceived bias of broadcasters and journalists dependent on their gender. The study
suggests that women are more likeable when they are commenting on sports that are traditionally
dominated by women. This, in turn, could be switched to assume that men are found more
credible and likeable when they are commentating on sports that are typically dominated by men.
However, despite the perception of greater credibility of female broadcasters in feminine sports,
the authors found that when analyzing the male participants’ responses alone, there was a trend
of rating female broadcasters as less likeable than the men, (Pratt et al, 2018). They suggest this
could be a result of the fact that the male participants could only hear, not see the broadcasters
they were asked to rate, which may have taken away the physical appeal of the women and thus
made them less attractive or likeable to the male participants, (Pratt et al, 2018) If this
assumption is accurate, it is another supporting fact of the ever present gender roles in society, as
they seem to be placing a women’s appeal solely in her attractiveness.
Conclusion
Ultimately, this information leaves this researcher with wanting to answer the question
of: Are traditional gender roles cultivated through mass media diminishing the credibility and
likeability of women in sports media? She hypothesizes that traditional gender roles cultivated
through mass media do diminish the perceived credibility and likeability of women in sports
media and looks to answer this through both quantitative (survey) and qualitative (interviews and
focus groups) research going forward.
Methodology
For this study, the researcher would like to partially replicate Gunther, Kautz, and Roth’s
study (2011) to see if the results can be better interpreted or expanded on with more in-depth
qualitative research. This would require both quantitative research in the form of a survey as well
as qualitative research in the form of focus groups and interviews. The qualitative research will
be expanded upon with more than one focus group and more questions relating to the media
content that the subjects view on a regular basis. Focus groups and individual interviews will be
conducted prior to the survey to help gain a better understanding before administering the
quantitative survey. Participants for the focus groups (two) and individual interviews (3) will be
approached and asked based on convenience sampling. For the first focus group the researcher
will reach out to those enrolled in courses with her, asking if they consume sports content on
multimedia platforms (television, the internet, streaming devices) regularly (at least three times a
week). Eight willing participants will be selected, four men and four women, and will sign a
consent form before participating in the focus group. All of them will be between the ages of 18-
22. The second focus group will consist of 5-8 friends of the researcher who are also 18-22 years
old and consume sports content regularly (as defined previously). The individual interviews will
be conducted with one heavy viewer of sports content (10+ hours a week), 18-22 years old and
female. The second individual interview will be the same age, also a heavy viewer, but male.
Similarly to Gunther, Kautz, and Roth’s study, the third will be a woman within the professional
field of sports communication who can give first hand experiences, (2011). All participants will
be given an informed consent form before participating in the study. Modeled from the Gunther,
Kautz, and Roth’s study, the focus groups will be small and held in a comfortable setting to
“allow for a free-flowing discussion,” (Gunther et al, 2011).
The participants of the survey would be limited to include college age students, ages 18-
22, who will be randomly selected outside the cafeteria in the Trexler building on campus at
Queens University. Every third student entering will be asked if they watch sports content on
multimedia platforms (television, the internet, streaming devices) regularly (at least three times a
week). Those who answer positively will be asked if they’d be willing complete a survey. If they
do not answer positively, the next person will be asked. A total of 35 students will be selected
and administered the survey. The survey will be constructed similarly to the one that Gunther,
Kautz, and Roth’s study, including demographic questions and opinion questions relating to the
subject of female sports broadcasters and journalists. This study will add in questions regarding
the amount of sports media content is consumed, off which platforms, and the amount of male
versus female representation in the content in order to better answer the research question
derived for this study. The survey will consist of statements that were answered using a Likert
Scale ranging from “strongly agree” to “strongly disagree”. Similarly to Gunther, Kautz, and
Roth’s study (2011), the survey will use opening statements such as “I consider myself to be
open-minded” and “I watch sports on a regular basis,” and then get more specific with statements
like, “I believe male and female sports broadcasters are equally knowledgeable, (Gunther et al.
2011). Results will be analyzed in SPSS for statistical significance.
Appendices
Focus Group Questions
Four discussion questions will be asked, as followed: 1.) Do you believe that there exists
a credibility gap between male and female sports broadcasters, based solely on gender? 2.) Are
women viewed as token sports reporters, without much expertise? 3.) Do you think there’s a
skew in the proportion and portrayal of women in sports programming on television? 4.) If both
a male and a female sports reporter were to make the same mistake on-air on the same subject,
whom do you believe would be more scrutinized? (Gunther et al, 2011). The answers and
discussions relating to these questions will be recorded and then analyzed in regards to the study.
Personal Interview Questions (For heavy sports viewers, both male and female)
1.) Approximately how much sports content do you think you watch in a week? What kinds of
content? (Games, highlights, analysis, etc.) 2.) Do you believe you see and hear more men than
women during in game broadcasts and on analysis segments? 3.) Do you find it particularly
noticeable/different when you see/hear a woman in these roles? 4.) Are you more critical of
woman in these roles than you are of men? 5.) Do you think more woman should be featured in
these roles for professional sports media? Why or why not?
Personal Interview Questions (For woman in the field)
1.) What made you want to get into sports broadcasting/journalism? 2.) Do you feel as though
female sports broadcasters are discriminated against because of their gender? 3.) Do you feel as
though you must “prove yourself” more than your male counterparts because you are a female?
(Gunther et al, 2011)
Survey
Prior to the survey, participants answered positively to a couple of screening questions:
Do you consume sports content on a regular basis (at least three times a week)? Do you consider
yourself knowledgeable about a variety of sports? (Gunther et al, 2011).
1) Are you male or female?
2) How old are you?
3) About how many hours a week do you watch sports content on a multimedia platform?
(Games, highlights, analysis, etc.)
4) How long have you been regularly consuming sports content?
5) What platforms do you consume most of your sports content from? (Television, internet
clips, streaming devices, etc.)
(Likert Scale used to answer the following questions: “1” meaning strongly agree, “3”
meaning neutral, and “5” meaning strongly disagree)
6) I see less women than men on the sports shows/content I watch.
7) I believe there is a disproportionately low representation of woman in sports media roles.
(Broadcasters, analysists, sports journalists, interviewers, etc.)
8) I believe that societal gender roles exclude women from sports media.
9) I believe women are more scrutinized in sports media because of their gender.
10) I believe male and female sports media personnel are equally knowledgeable. (Gunther et
al, 2011)
11) I am more likely to change the channel when a woman is speaking about sports than
when a man is. (Gunther et al, 2011)
12) I believe that females are generally less knowledgeable about sports than males. (Gunther
et al, 2011)
** Survey questions are subject to change based on previous qualitative research**
Focus Group Informed Consent Form
Informed Consent – Students’ opinions
Principal Investigator: Reina Bocchichio
Phone: (631) 626-3227
Purpose
This study investigates the students’ opinions on women in sports media. As part of this
study you will be asked to participate in a focus group and answer structured and open-
ended questions. This study will take approximately 45 minutes.
Participants’ Rights
I understand that my responses will be kept in the strictest of confidence and will be
available only to the researcher. No one will be able to identify me when the results are reported
and my name will not appear anywhere in the written report. Please do not share other people’s
identities or responses from the focus group with others to maintain the anonymity of the
participants outside of the focus group. I also understand that I may skip any questions or tasks
that I do not wish to answer or complete. I understand that the consent form will be kept separate
from the data records to ensure confidentiality. I may choose not to participate or withdraw at
any time during the study without penalty. I agree to have my verbal responses tape-recorded and
transcribed for further analysis with the understanding that my responses will not be linked to me
personally in any way. After the transcription is completed, the tape recordings will be destroyed.
I understand that upon completion, I will be given full explanation of the study. If I am
uncomfortable with any part of this study, I may contact Dr. Timothy J. Brown, dean of the
Knight School of Communication at (704) 337-2384.
I understand that I am participating in a study of my own free will.
Consent to Participate
I acknowledge that I am at least eighteen years old, and that I understand my rights as a
research participant as outlined above. I acknowledge that my participation is fully voluntary.
Print Name: _____________________________________
Signature: ______________________________________ Date: _____________
(Form retrieved from:
https://www.ship.edu/globalassets/research/consentexample_focus_group.doc)
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Running head: THE PERCEPTION AND CREDIBILITY OF WOMEN IN SPORTS MEDIA 1

The Perception and Credibility of Women in Sports Media

Queens University of Charlotte

Reina Bocchichio, Knight School of Communications, Queens University of Charlotte.

School of Communications, Queens University of Charlotte, 1900 Selwyn Avenue, Charlotte,

NC 28207. Contact: bocchichior@queens.edu

discrimination seen against women in the sports media world.

The Perception and Credibility of Women in Sports Media

Mandelbaum uses an anthropological approach to explain that sport is a direct connection to

through the analysis of pre-existing research.

Cultivation Theory was developed by George Gerbner in 1979 in an attempt to explain

world of television cultivates exaggerated perceptions of the number of people involved in

violence in any given week,” (Gerbner, 1998).

makes up one’s understanding of their reality. He states:

Rather, it is an integral aspect of a dynamic process. Institutional needs and objectives

messages. (Gerbner, 1998).

of their true proportion in the population respectively, (Gerbner, et al, 1986).

characterized by a grandiose sense of self-importance, vulnerability to criticism, sense of

& Dickinson, 2016).

narcissism,” (Lull & Dickinson, 2016).

be a bias towards women that is cultivated in association with that narcissism.

Gender Roles in the Media

structured roles, such as a housewife or mother, (Witt, 2000).

roles amongst society.

viewing was predictive of both masculine attitudes and adherence.

emphasizing the masculine qualities of the sports highlighted previously.

Perception of Females in Sports Media

The cultivation of a dominant masculine perception of sports may continue to uphold

pick at interview candidates, (Gunther, Kautz, Roth, 2011).

The locker-room mentality thrives in many newspaper and television sports

departments makes them as unwelcoming to women as many university athletic

(Hardin & Shain, 2006).

a mistake, her credibility takes a direct hit, (Gunther et al, 2011).

they seem to be placing a women’s appeal solely in her attractiveness.

focus groups) research going forward.

“allow for a free-flowing discussion,” (Gunther et al, 2011).

2011). Results will be analyzed in SPSS for statistical significance.

Focus Group Questions

these roles for professional sports media? Why or why not?

Personal Interview Questions (For woman in the field)

(Gunther et al, 2011)

Prior to the survey, participants answered positively to a couple of screening questions:

yourself knowledgeable about a variety of sports? (Gunther et al, 2011).

1) Are you male or female?

2) How old are you?

(Games, highlights, analysis, etc.)

4) How long have you been regularly consuming sports content?

clips, streaming devices, etc.)

meaning neutral, and “5” meaning strongly disagree)

6) I see less women than men on the sports shows/content I watch.

7) I believe there is a disproportionately low representation of woman in sports media roles.

(Broadcasters, analysists, sports journalists, interviewers, etc.)

when a man is. (Gunther et al, 2011)

** Survey questions are subject to change based on previous qualitative research**

Focus Group Informed Consent Form

Informed Consent – Students’ opinions

Principal Investigator: Reina Bocchichio

Phone: (631) 626-3227

ended questions. This study will take approximately 45 minutes.

Knight School of Communication at (704) 337-2384.

I understand that I am participating in a study of my own free will.

research participant as outlined above. I acknowledge that my participation is fully voluntary.

Print Name: _____________________________________

Signature: ______________________________________ Date: _____________

(Form retrieved from:

Wenner (Ed.), MediaSport. London: Routledge.

4), 175-194. doi:10.1080/15205436.1998.9677855

Survey questions are subject to change based on previous qualitative research

Signature: __________________________ Date: _