Still in the Minor Leagues

7/31/2019 Still in the Minor Leagues

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Still in the minor leagues: A

comparison of womens sports

coverage in female- and male-editednewspaper sports sections

racy Everbach

Awoman snowboarder soars through a blue sky with long, blond hair yingbehind her. Te huge image o Hannah eter, gold medalist at the 2006

Winter Olympics, consumed one-third o the Seattle Post-Intelligencer

sports section ront on February 14, 2006. But on most days, prominent im-ages o women are hard to nd in American sports pages. Despite womens ad-vances in the journalism and athletic worlds, the sports pages remain newspapersmost male-dominated sections in both content and sta composition. In June2006, the Associated Press Sports Editors, the premier organization or UnitedStates newspaper sports section editors, reported 95 percent o sports editors weremale. Ninety percent o them were white males (Lapchick, Brenden and Wright,2006).

Despite the homogeneity o sports sta members, the percentage o emale

sportswriters, editors and other sports section employees increased since the 1990srom six percent to 13 percent. Few women have advanced to management posi-tions (Etling, original publication date unknown). In 2006, only 15 women in theUnited States headed newspaper sports departments, composing slightly less thanve percent o sports editors (Lapchick, et al., 2006).

Tis study provides a rare opportunity or comparing womens sports cover-age. In 2006, two large metropolitan daily newspapers in two separate U.S. mediamarkets had sports editors o opposite sexes. Tis research compares sports sec-tions headed by emale sports editors with sports sections led by male editors. It

asks the research question:

Tis study compares coverage o womens sports in major metropolitan daily news-papers that serve the same market. In 2006, the two markets, Dallas-Fort Worthand Seattle, each had a newspaper with a sports section led by a emale editor anda sports section headed by a male editor. A content analysis o two weeks o sports

coverage revealed coverage in the emale-edited newspapers did not dier signi-cantly rom those with male editors. All the sports sections were heavily dominatedby mens sports content. Tis indicates that emale editors infuence did not producea signicant increase in womens sports coverage.


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RQ:How do newspaper sports sections headed by emale editors dier inwomens sports coverage rom those led by male editors?

Review of the literature

Te lack o emale managers and employees in newspaper sports departments

may account or a dearth o sports coverage about women. Previous research showsa vast male dominance o sports coverage. For example, a 2005 report by the Proj-ect or Excellence in Journalism examined 2,100 stories rom various newspapersand ound only three percent ocused on womens sports teams and ve percenteatured individual women. Te results spurred the authors to conclude: It ap-pears individual women as well as emale teams are still relatively marginal in the

world o newspaper sports reporting (Project or Excellence in Journalism, 2005,p. 8).

Some eminists, journalists and scholars maintain that i more women held

leadership positions at newspapers, they would produce more content aboutwomen (Nicholson, 2007; Shoemaker and Reese, 1996). Some speculate thatincreased media coverage o womens athletics would create more interest, andthereore more acceptance and popularity (Hardin, 2005). Another argument isthat emale sports journalists would cover more womens sports than male sports

journalists (Teberge and Cronk, 1994).However, in a study o a newspaper with an all-emale management team,

the sports section overwhelmingly eatured news about men and male sports (a

male editor headed the section). Te same newspaper, Te Sarasota (Fla.) Herald-ribune, also had no emale sportswriters. One o the top editors at the newspaperreported the sports section remained separate rom the rest o the newspaper withlittle inuence rom the emale management team (Everbach, 2005). Anotherstudy ound that in coverage o the 2004 Olympics, emale sports journalists ac-tually quoted higher numbers o male sources than male sports journalists did(Denham and Cook, 2006).

In a 2005 study, Hardin and Shain concluded that increasing numbers oemale journalists will not increase womens sports coverage. While a majority o

emale sports journalists thought womens sports should receive more coverage,they did not think they could make a dierence. Hardin and Shain also ound that

women who worked in sports media accepted the patriarchal values o their de-partments and became discouraged rom long-term careers. Most women sports-

writers stay in their careers ewer than 10 years (Etling, 2002). A 1998 survey o50 Associated Press Sports Editors-afliated newspapers showed the majority didnot have women older than 40 on sta (Etling, 2002).

Still, the Hardin and Shain study showed most women working in sportsjournalism were satised with their jobs, despite acing gender discrimination and

sometimes, harassment. Most women who let sports media jobs did so because odemands on their personal lives and/or lack o career advancement opportunities.


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ment employees thought their emale peers did not receive equal opportunities tomale employees. However, three-quarters said they were satised with their jobs(Miller and Miller, 1995). Another 2005 study showed that most emale sports

journalists reported they enjoyed their work although they aced discriminationand unequal treatment rom male journalists (Miloch, Pedersen, Smucker and

Whisenant, 2005).Coverage based on male standards.Hardin asked in 2005 whether newspaper

sports editors and other mostly male gatekeepers were shaping coverage based ontheir own values or on reader interest. She ound that editors paid little attentionto readers and assumed their own judgment, driven, at least in part, by personalbelies and hegemonic ideology about womens sports, was superior to that o theaudience (Hardin, 2005, p. 72). Nationally, women make up 29 percent o sportssection readers but most editors were unaware that many women read their sec-tions, Hardin ound. Tereore, by ignoring coverage o womens sports, editors

could be ignoring the interests o established readers as well as potential readers.Conventional news judgment dictates that womens athletics are not as news-

worthy as mens athletics. Research by Creedon and Becker in the late 1980s andearly 1990s showed audiences perceive womens sports as inerior and less excit-ing (Creedon, 1994, p. 13). Journalism news values assume mens sports are thenorm and womens sports are atypical. For example, in coverage o high schooland college sports played by both sexes, many newspapers cover mens and boyssports as i they were the main athletic events and womens and girls sports as

secondary. Because men make most o the decisions on newsworthiness, womensand girls sports oten are trivialized, relegated to back pages and bries (Cramer,1994).

As a 1986 study o a newspaper sports department showed, men receive moresports coverage than women in part because institutional standards allow moremedia access and coverage to male athletes (Tebarge and Cronk, 1994). Tenews process also contributes to the marginalization o womens sports. For ex-ample, the reporter beat system oten excludes womens athletics; much o sportscoverage involves agate, the small-type results and statistics that consume sports

newspaper pages and leave little room or stories considered outside the norm.Few women work in sports departments (Cramer, 1994; Tebarge and Cronk,1994). Sportswriters usually aim to land the most prestigious beats, which at mostnewspapers are mens proessional ootball, basketball and baseball (and some-times hockey). Covering womens sports is ar down the line in terms o careeradvancement (Cramer, 1994). Reporters also ollow each other in terms o whatto cover. Te reporter pack mentality (Shoemaker and Reese, 1996) dictates thatmens sports are more important than womens sports.

Increased participation has not equaled more coverage.Womens sports par-ticipation has increased in the three decades since itle IX, the 1972 ederal lawthat prohibited sex discrimination in ederally unded, school or university based


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and 43 percent o college athletes. Women compose a majority o health andtness club members and more than hal o all tennis players, bowlers, inlineskaters and hikers. Prominent proessional womens sports include the WomensNational Basketball Association, Ladies Proessional Gol Association, at least twonational womens proessional ootball leagues, tennis and soccer (Creedon and

Smith, 2007). Some women have broken barriers in mens sports, such as golerAnnika Sorenstam, who competed in the opening round o the 2003 PGA oursColonial Invitational tournament, and auto racer Danica Patrick, who competesin the mostly male IndyCar series (Longman, 2003).

Te attendance at womens sporting events does not come close to the mil-lions o spectators who attend mens proessional games. Te average attendanceo one National Football League game in 2005-2006 was 67,593; Major LeagueBaseball game 27,677; National Basketball Association 17,050; National Hock-ey League 16,533 (Plunkett Research, Ltd., 2007). In contrast, attendance or

WNBA games in 2005 averaged about 8,000 per game (Miller, 2006). However,some individual womens sporting events draw large crowds. For example, theU.S. Womens Open gol tournament regularly draws more than 100,000 specta-tors over a our-day event (U.S. Womens Open, 2007). Te Wimbledon womenstennis championship and Olympic womens gure skating also draw hundredso thousands o spectators over several days o competition. However, these areindividual sporting events rather than team sports.

Te U.S. sports industry generated $390 billion in 2006 (Plunkett Research,

Ltd., 2007). Womens sports earn a small portion o annual sports industry rev-enues on the proessional and collegiate level (Salter, 1996). Te bottom line iso utmost signicance, as Creedon and Smith note: Its all about the money (p.156). Tey and other scholars contend that coverage o womens sports will notincrease without major reorms because sports is a business and womens sports donot haul in cash or media organizations (Chambers, Steiner and Fleming, 2004;Creedon and Smith, 2007).

One possible exception is the Olympic Games, during which womens sportsoten receive signicant coverage. Te international competition is more com-

mercial than any other orum or womens sports (Tebarge and Cronk, 1994).In act, one study showed that in the 1984 Olympics, women received about40 percent o the games coverage in the LosAngeles imesand New York imes(Guttmann, 1991).

Womens sports are competing or coverage in a society that overwhelminglyvalues mens sports. Women are underrepresented and marginalized in newspa-per sports sections, leading to their symbolic annihilation in print and online(Creedon and Smith, 2007). Sports editors and writers oten assume women donot read sports sections and readers are not interested in womens sports, so they

ignore or trivialize coverage. Female sports editors could bring a eminist stand-point to coverage o womens sports and inuence the types o and numbers o


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Methodology

Tis study compared two emale-edited U.S. newspaper sports sections inlarge media markets with two male-edited newspapers o similar size in the samemarkets. Sports sections rom 2006 were analyzed. O the our newspapers, two

were in the Dallas-Fort Worth area and two were in Seattle:

Te Fort Worth Star-elegram, sports editor Celeste Williams, andTe Dallas Morning News, sports editor Bob Yates.

Te Seattle imes, sports section headed by Cathy Henkel, and theSeattle Post-Intelligencer, sports editor Ron Matthews;

Te Dallas Morning Newscirculation is 411,919 daily and 563,079 Sunday(PR Newswire, 2007) while the Fort Worth Star-elegrams is 237,318 daily and332,861 Sunday (Te McClatchy Company, 2007). Te Seattle Post Intelligencerscirculation is 128,012 daily and Te Seattle imesis 219,722 (Puget Sound Busi-ness Journal, 2007). Te Seattle newspapers have a joint operating agreement andpublish only one newspaper on Sunday, circulation 423,635 (Puget Sound Busi-ness Journal, 2007). Te content or the Sunday newspaper is supplied by theimesunder a joint operating agreement. Tereore, Sunday papers were not usedin the Seattle newspaper comparison.

A randomly constructed, or composite, week and a specically chosen week

were obtained or each newspaper sports section. Te composite week representedan average week in the newspapers publishing cycle. Te chosen week was Febru-ary 12-18, 2006, during the 2006 Winter Olympic Games in orino, Italy. In pre-vious studies, the Olympic Games have eatured a higher percentage o coverageabout womens sports than other athletic events (Guttmann, 1991). Te randomlychosen dates or the composite week were Sunday, October 29, 2006; Monday,March 27, 2006; uesday, August 1, 2006; Wednesday, January 18, 2006; Turs-day, January 26, 2006; Friday, June 16, 2006; and Saturday, June 24, 2006.

Conducting a content analysis on sports sections is somewhat dierent rom

other newspaper sections because o the large amount o agate (small type thatdisplays results, box scores and statistics) and a tendency by sports journalists topublish more snippets o inormation such as bries, notes and roundups. Becauseo this, the content was divided into two categories. Category I consisted o longerpieces, including game stories, eatures, proles and other non-opinion articles;columns or opinion articles; and notes or roundups about one event, game, indi-vidual or team. Category II consisted o shorter items, including bries, roundupsand notes about dierent events or athletes.

Stories were analyzed on whether the main topic was womens sports. In Cat-

egory I, each story about womens sports received one credit. Stories that combinedinormation about both mens and womens sports, or sports in which women and


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Items about sports eaturing both men and women received a hal credit.In tallying the totals, both the main sports sections as well as special sports

sections were analyzed. Special sections, which appeared only in the Dallas-FortWorth papers, included the Star-elegramsOlympic Games section and theMorn-ing News NBA Finals and college ootball sections. Te results were totaled andpercentages o womens sports content calculated. A chi square test determined

whether results were statistically signicant.An analysis o the types o stories and visual images involving women also was

conducted. Tis analysis determined types o coverage womens sports receivedin each newspaper. Te text and photos in each newspaper sports section wereexamined to determine patterns and themes tied to concepts identied in theliterature review.

Results

All our newspapers, including those with emale sports editors, carried alow percentage o womens sports stories. During the composite week, 9 percento stories or bries in Te Dallas Morning Newswere about women. In the Fort

Worth Star-elegram 12.7 percent o the stories or bries concerned women. Inthe Seattle Post-Intelligencer, 12.9 percent o the stories in the composite weekwere about women and in Te Seattle imes, 18.4 percent o the composite week

ABLE 1Percentages o ext About Womens Sports by Newspaper

Composite week

Stories about womens sports

Olympic Games week

Stories about womens sports

The Dallas Morning News(Male sports editor)

9 percent 24 percent

Fort Worth Star-Telegram

(Female sports editor)

12.7 percent 25.2 percent

Seattle Post-Intelligencer

(Male sports editor)

12.9 percent 28.8 percent

The Seattle Times

(Female sports editor)

18.4 percent 30 percent

ABLE 2Dallas-Fort Worth Newspaper ext During Randomly Constructed Week

Stories not about

womens sports

Stories about

womens sports TOTAL

Paper with male editorThe Dallas Morning News

295.5 29.5 325


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stories ocused on women (able 1). Although the results appear to indicate theemale-edited newspapers ran slightly higher percentages o text about women,

Chi square tests showed none o these numbers was statistically signicant (ables2 and 3).

For the Olympic Games week, a much higher percentage o text in all the pa-pers ocused on womens sports than in the composite week. wenty-our percento the stories or bries in Te Dallas Morning Newswere about women, while 25.2percent o the stories in the Fort Worth Star-elegram ocused on womens sports.In the Seattle Post-Intelligencer, 28.8 percent o Olympics stories were about wom-en and in Te Seattle imes, 30 percent o Olympics stories ocused on women

(able 1). Again, Chi square tests showed the dierences between emale- andmale-edited sports sections were not statistically signicant (ables 4 and 5).Analysis of text and visual images. Te majority o text about women in all

our newspaper sports sections consisted o one- or two-sentence bries and othershort items. Few complete stories concerned womens sports. Women were evenscarcer on the ront pages o the sports sections. During the composite weeks,sports section ront-page stories about women were either nonexistent or could becounted on one hand.

In Te Dallas Morning News, no stories about womens sports appeared on

the sports section cover during the composite week. One visual image, a smallphoto next to the sports section masthead on January 18, eatured a woman: ten-nis player Lindsay Davenport serving a ball as she deeated Karolina Sprem in the

ABLE 3Dallas-Fort Worth Newspaper ext During Olympic Games Week

Stories not about

womens sports

Stories about

womens sports TOTAL

Paper with male editorThe Dallas Morning News

290.5 91.5 382

Paper with female editor

Fort Worth Star-Telegram

427.5 144.5 572

TOTAL 718 236 954

P value=.6476

ABLE 4Seattle Newspaper ext During Randomly Constructed Week

Stories not about

womens sports

Stories about

womens sports TOTAL

Paper with male editorSeattle Post-Intelligencer

189 28 217


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second round o the Australian Open.In the Fort Worth Star-elegram, the sports section cover also eatured no

stories about women during the composite week. wo small images o womenappeared on the section ront: a January 18 photo o tennis player Davenport (buta dierent photo than theMorning Newsran) and a January 26 photo o tennisplayer Justine Henin-Hardenne, who advanced to the Australian Open nals.

Te Seattle newspapers eatured more text and images about women thanDallas-Fort Worth papers during the composite week. Te Post-Intelligencer ranthree cover stories about women or womens sports. wo ocused on Seattles

WNBA team, the Storm: a June 24 game story about the teams victory over San

Antonio and an August 1 summary o the teams season. Te third, on June 24,was a centerpiece column about a woman who clocks horse races at a local track.Visual images o women on the P-Isports cover included a small shot o Henin-Hardenne wielding a backhand shot in the Australian Open. Tree photos o

women appeared on the P-IJune 24 section ront: a large image o Joanie Hutchi-son, the racetrack clocker; a Storm game shot o players Barbara urner, Shaunzin-ski Gortman and Janell Burse reacting to a reerees call; and an image o runnerMarion Jones, who won the 100-meter race at the national track championship.

Only one Seattle imes section ront story eatured womens sports during

the composite week, a June 24 Storm game recount. Visual images o women onthe imessports section ront included a June 24 shot o Storm orward Lauren

Jackson shooting against San Antonio Silver Stars deender Katie Feenstra and,on the same day, two cutout images o emale athletes: Marion Jones and Stormplayer Iziane Castro Marquez.

During the Olympic Games week, all our newspapers eatured more sto-ries and visuals about women on sports section covers. Te Dallas Morning NewsSportsDay eatured our stories about womens sports during the week. wo weresection ront columns by Cathy Harasta about skater Michelle Kwan, although

they ocused on Kwans poor perormance because o an injury. wo section rontstories covered womens snowboarding, one about gold medalist Hannah eter

ABLE 5Seattle Newspaper ext During Olympic Games Week

Stories not about

womens sports

Stories about

womens sports TOTAL

Paper with male editorSeattle Post-Intelligencer

183.5 60.5 244

Paper with female editor

The Seattle Times

319 136 455

TOTAL 502.5 196.5 699

P value=.1529


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Frieden o Switzerland celebrated. Harastas column mug shot also appeared twiceon the section ront.

Te Fort Worth Star-elegram ran special Olympic Games sections duringthe week. Te regular sports section carried one cover prole on a emale athlete.Te centerpiece eatured a gigantic photograph o North Crowley High Schools

Brittainey Raven, identied as one o exas all-time leading girls basketball scor-ers. On the special Olympic Games section covers, bries composed most o the

womens sports coverage. Four stories ocused on womens sports: a column aboutKwans poor perormance, a column about gure skater Sasha Cohens poten-tial, a piece on eters gold medal, and a column about Jacobellis snowboardingloss. Visual images included a head shot o Kwan looking serious; a smaller Kwanheadshot ater she pulled out; a dominant photograph o eter snowboarding;a small headshot o Cohen, dubbing her Americas next gure skating instantsweetheart; a small headshot o Jacobellis; and a centerpiece shot o Frieden de-

eating Jacobellis.During the Olympic Games week, the Seattle Post-Intelligencerran six wom-

ens sports stories on its sports section ront as well as one about both mens andwomens ice skating. Te latter was a column about the United States teams ail-ures ater Kwan dropped out and speed skater Apolo Anton Ohno was disqualiedrom a race. Te other stories included an analysis o Kwans eects on Olympicstelevision coverage, a piece on eters snowboarding win, a column lamentingKwans Olympic perormance, and a ollow-up to skier Kildows disastrous per-

ormance. Tree womens sports stories ran on the cover in one day, February 18.Tey were a piece about Sweden deeating the U.S. in the womens hockey cham-pionship, a column supporting girls who competed against boys in the Washing-ton state wrestling championship, and a story on a high school girls basketballteam that violated state rules. Visual images in the P-Iduring the Olympic weekincluded a head shot o Kwan; a centerpiece photo o eter on her snowboard; asmall shot o two high school girl basketball players, one on the team accused orule violations; and a three-photograph sequence o Jacobellis crashing.

Te Seattle imesalso ran six womens sports stories on its sports section ront

during the Olympic Games week. A seventh story ocused on pairs gure skating.Te six stories were: a column about Kwan, a story about eters gold medal andsnowboarder Gretchen Bleilers silver, a piece on Kildows crash, a eature on aemale high school wrestler competing against boys in the state championship, acolumn about Swedens deeat o the U.S. womens hockey team, and a mention o

Jacobellis all. Visual images o women on the imessports section cover includeda centerpiece photo o Kwan; a centerpiece action shot o eter; a smaller shoto U.S. hockey orward Krissy Wendell; a headshot o Kildow; a photo o highschool wrestler Whitney Conder ater winning a match; a photo o male ice skater

Johnny Weir watching scores with two emale coaches; a centerpiece action shoto a Swedish hockey player celebrating ater beating the U.S.; and a our-photo-


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covered womens sports essentially the same way as those with male editors; that is,not very much. Women rarely appeared on the sports section ronts o any o theour papers. Most text about women consisted o short items, bries or mentionsin sports roundups.

Although the sex o editors did not appear to make a dierence in coverage,

the papers home location did inuence content. Te Seattle newspapers coveredmore sports news involving women than the Dallas-Fort Worth papers. A actorin the Seattle coverage was its WNBA team, the Storm. Dallas-Fort Worth has no

WNBA team. However, during the Olympic week, both Seattle papers carriedmore womens sports stories than the Dallas-Fort Worth papers. Te regional di-erences could indicate a response by the sports sta to audience demands and/ora dierence in area perceptions o sports news.

All our newspapers had much more coverage o women during the Olympicsthan the composite week, bolstering the ndings o previous studies. Te Olym-

pic Games generally are the area o sports where women receive most coverage,probably because the competitors are amateurs. Overall, male proessional sports,including NFL ootball, NBA basketball and Major League baseball, dominatenewspaper sports coverage. Womens athletics usually are covered as an ater-thought: a brie or high school sports story thrown in a roundup on the backpages o the newspaper, or a small photo on the cover teasing to a story inside.Female athletes rarely graced the section ronts o any o the papers. Even duringthe Olympics, male athletes dominated the section ronts.

Even when women appeared on sports section ronts, they were not alwaysrecognizable as women. For example, some o the Olympic snowboarders woreprotective helmets and other gear and only could be identied as women by photocutlines. Other emale athletes were eatured in a negative light, such as Kwan,

who was shown near tears ater dropping out o the competition; Jacobellis, whoruined her chance at the gold; and Kildow, who wiped out on the ski slopes.However, some o these portrayals can be attributed to American emale athletesless-than-winning Olympic perormances. I the women had perormed better atthe orino games, they might have received more avorable newspaper coverage.

Conclusion and recommendations

Instead o bringing a distinctly emale standpoint to the sports sections theyedited, the emale editors at these newspapers appeared to reect the prevailingnorms and values established by male sports journalists. Tese values dictate thatmens sports are more important and interesting than womens sports. Tereorestories about and visual images o male athletes monopolize sports sections. Tisstudy indicates that no matter which sex is in charge o a sports section, womenssports still take a backseat to mens in American newspapers. In the cases o these

newspapers, male-dominated news values appear strongly ingrained in sportswrit-ers, editors, designers and photographers. Te ndings represent a lost opportu-


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than the printed newspaper and the ability to target content to specic interests,newspaper Web sites could reach larger, more diverse audiences through womenssports coverage.

Tough the speculation that emale editors could change content did notbear out in this study beyond slight percentage dierences, it should be noted the

emale sports editors were working with primarily male stas. A critical mass oemale sportswriters and editors could inspire more coverage o women. However,it does not appear likely that the percentage o women working in newspapersports sections will increase greatly anytime soon. Te number o emale sportssection editors remains minuscule and the percentage o emale sports employeesremains low. A culture shit could propel womens sports into the major leagues.But unless that unlikely change occurs, womens sports will continue to languishin the minors, no matter the sex o the sports editor.

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Still in the Minor Leagues

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