Does sport media raise her name? Examining intersectional representation in media narratives

Abstract

Purpose

The purpose of this research was to examine the role of intersectionality (multiple marginalized identities) in narratives used within online media coverage of women's sports. The authors adopted an intersectionality lens and drew from sports media literature to explore the representation of Black athletes in women's sport.

Design/methodology/approach

The authors conducted a quantitative content analysis of online articles from ESPN, CBS Sports and Sports Illustrated from the 2020 WNBA Season. The authors coded the number of times an athlete was mentioned in an article, the athlete's race, publicly disclosed sexual orientation and gender expression. The authors used hierarchical regression to examine the relationship between an athlete's social identities and frequency of media mentions.

Findings

Within mainstream online sport media, Black WNBA athletes receive less media attention than white WNBA athletes. Black athletes who do not present in traditionally feminine ways receive the least amount of media attention, while white athletes have the freedom to express their gender in a variety of ways and still capture media interest. Within league press releases, however, there is no difference in media mentions based on race, sexual orientation or gender expression.

Practical implications

The findings in this research are important for sport media professionals who write stories and player-activists who are pursuing racial justice. Outlets should commit to antiracist storytelling practices. Players, player agents and players' associations—all of whom have shown their power to create change for a more equitable industry and society—should also advocate for and organize around practices that create more equitable media coverage.

Originality/value

This study is one of the few empirical investigations of women's professional sport that examines the influence of intersecting social identities.

Citation

Isard, R.F. and Melton, E.N. (2022), "Does sport media raise her name? Examining intersectional representation in media narratives", Sport, Business and Management, Vol. 12 No. 3, pp. 305-322. https://doi.org/10.1108/SBM-02-2021-0015