Sports Media 's Role For Developing The News And Entertainment Media

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Sport has become a pivotal role for developing the news and entertainment media worldwide over the last two centuries. Sport media are one of the most widespread and formidable institution that become the crucial vehicles in the transmission of the social heritage of our society from age to age, which included television, radio, newspapers, books, films and journals. Sports audiences usually experience sports through different sport media as it plays a significant mission for transmitting the dominant cultural values. According to Betterton (1987), “the media contribute to the ways in which we come to know and understand gender relations. At the same time, through its many forms, it also creates and emphasizes images of gender difference”. Sport media perpetuate both gender difference and gender hierarchy, and they are contributed to present the hegemony of man in the larger social structure, men have dominated the sports coverage in the media rather than the participation of women, which can be reflected in the conventional ideas that male is more active and athletic than female (Buysse 2004). This essay is going to explore the ways how sport media contribute to the perpetuation of gendered inequalities, it will focus on the aspect of gender stereotypes, disproportion of media coverage and the role of sport editor, and give the solutions for addressing the gender inequalities in sport media.

Damaging stereotypes is typically involved in the coverage of sport media that
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