Stereotypes of race and nationality: A qualitative analysis of Sport magazine coverage of MLB players

Abstract

Prior research into the portrayal of females in sport media has demonstrated that females are given less written coverage than males (e.g., Fink & Kensicki, 2002), and that the coverage given is more sexual in nature (Hardin, Lynn, & Walsdorf, 2005). Internet-based sports blogs have become both an alternative and a competitor to traditional sport media (Fleming, 2008; Hardin & Zhong, 2009; King, 2009). As such, it becomes necessary to examine the portrayal of females in sports blogs, to compare the medium's content to traditional forms of sport media, and to establish a baseline for future research. Utilizing content analysis of the 10 most popular sports blogs, the study discovered that males received significantly more photographic coverage in sports blogs than did females, and that female portrayals were far more likely to be sexually suggestive in nature. These and other findings are discussed, and recommendations for future studies are included.