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Athletes Who Sparkle： Stereotypes in the televised coverage of the 2010 Olympic Figure Skating Events

Journalism and Mass Communication 2013年第5期3卷 292-303页

A vast amount of research has been devoted to gender roles in mass media. Prior studies relating to gender roles in media coverage of sports have been typically centered on underrepresentation, negative stereotypical portrayals of female athletes, and iconic heroic portrayals of male athletes. However, few studies have examined media coverage of male participation in so-called ＂gender inappropriate＂ sports. This research seeks to fill a gap in literature by exploring gender cues presented in the televised coverage of male and female figure skating events in the 2010 Winter Olympic Games. The findings from this research indicate that male athletes who cross gender barriers to participate in a feminine sport are likely to receive gender-marked stereotypical televised coverage. Much of the significant findings indicate that male figure skaters were visually and verbally portrayed as more feminine than the female figure skaters. The study opens lines of research into how sports are portrayed and could potentially influence sport marketing, athlete endorsements, athlete wardrobe, and other decisions made by the media, athletes, and individuals working in the sport industry.

关键词： gender stereotypes athletes figure skating televised coverage

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