Constructing gender differences: Newspaper portrayals of male and female gymnasts at the 2012 Olympic Games

Abstract

Scholars have long kept a close watch on the Olympic Games in terms of gender equality. Olympic media coverage has been a popular topic of inquiry, as media portrayals can have powerful impacts on society. While much research exists on the portrayals of male and female athletes, few studies have examined coverage of both genders in a sport deemed female appropriate. Based on framing theory, this study sought to qualitatively examine portrayals of male and female gymnasts in US newspapers during the 2012 Olympic Games to determine what differences existed between the media frames of each gender and whether traditional gender stereotypes were depicted. The findings illustrated three common themes in coverage of both males and females, but the frames used to convey these themes were markedly different based on gender. The implications of this research and ideas for future scholarly inquiry are included in the discussion and conclusion.