Shattering the invisibility circle of Spanish elite female athletes in the media

Actions towards real equality.

Abstract

This study explores gender inequalities in media coverage of elite female athletes in Spain. The qualitative methodology included semi-structured interviews and focus groups with 26 high-profile qualified stake holders (elite female athletes, sport directors, journalist and lawyers). The current findings reveal that women's sport is underrepresented in sports media.  This biased media coverage has various consequences: firstly, the invisibility in sport media sent the message that women’s sport has not value. Secondly, the lack of media exposure has a direct impact on the economic value of women’s sport, making it harder to attract sponsorships. Finally, the inequal visibility of women leads to a lack of role models, closing a vicious circle that reinforces the asymmetrical gender order in sport. This article ends up with applied actions to increase the visibility of women´s athletes in sport media and to improve fairness in portrayal, implementing the public action, and then, to achieve real gender equality in sport.