By The first article of Agon & Areté in 2025 is dedicated to the ethics of sports journalism in the face of two current and controversial topics: the informative treatment of gender and functional diversity (disability) of athletes.
By Sandro Angulo Rincón
A reporter in the press, radio, television, and internet spectrum is constantly exposed to criticism for the content they publish, as the audience expects their expressions to adhere to ethics. In other words, the public expects their professional work to comply with the principles and norms that govern what is right and wrong.
It is not easy. However, a productive dialogue between journalism and academia can help, on the one hand, journalists progress towards more equitable and responsible sports broadcasts when reporting on the performance of men and women, as well as people with functional diversity. On the other hand, it can encourage academia to stop labeling journalists who make mistakes when covering these topics with offensive epithets, often impulsively branding them as sexist or disrespectful, without calmly evaluating the origins of these errors: age, tradition, and the influence of the educational system.
The following section presents the coverage of gender in sports journalism, briefly describing its historical and conceptual development in modern society.
Chronology of Gender Equity in Sports
Researchers commonly differentiate between the concepts of sex and gender. Researcher Charlene Muehlenhard Gisbert defines sex as linked to physical and biological characteristics, while gender is associated with psychological behaviors or traits culturally assumed to be appropriate for men and women.
Based on this distinction, the need has arisen to balance the representation of male and female athletes in the media and in everyday group and interpersonal communication activities. An emerging concept that has sparked debate is gender equity, which refers to the equality of rights, responsibilities, and opportunities for men and women, boys and girls. It implies taking into account their interests, needs, diversity, and priorities. Gender equity is achieved when the different behaviors, aspirations, and needs of these groups are equally valued and supported in all sectors of society, including political, economic, social, and cultural fields.
It is worth remembering that during the modern-era Olympic Games in Greece in 1896, female participation was not allowed, as Baron Pierre de Coubertin, its promoter, stated that “women’s sports go against the laws of nature.” However, in the 1900 Paris Olympics, 22 women (2%) were allowed to compete in tennis and golf out of a total of 997 male participants.
Since then, women’s sports have undergone a true revolution in recent years, both in the number of participants across all disciplines and in the growth of followers and audiences. Except for Greco-Roman wrestling (where women compete in freestyle wrestling), women now compete in all summer Olympic sports (men have never competed in rhythmic gymnastics and artistic swimming).
According to the Economic Commission for Latin America and the Caribbean (ECLAC), the 2030 Agenda, the multilateral agreement among nations to overcome global challenges, recognizes the role of sports as an important facilitator for achieving the Sustainable Development Goals, as it promotes initiatives against inequality and gender-based discrimination and empowers women and girls to pursue their projects.
To contribute to achieving these goals, UNESCO proposes: (1) increasing women’s participation in sports activities; (2) achieving equal representation in decision-making; (3) attaining gender equity in sports education and training; and (4) eradicating violence and gender stereotypes in sports and the media.
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Underrepresentation and Stereotypes
Despite the growing popularity of sports practiced by women and the renown that some have achieved due to their athletic performances, the coverage provided by much of the general and specialized press remains insufficient and questionable. This is not only due to the quality of the information and the limited space and airtime allocated to journalistic pieces, but also because of the perpetuation of stereotypes. According to Anna Boluda Gisbert in the Manual de tratamiento periodístico del deporte femenino y las mujeres deportistas (Journalistic Treatment Manual for Women’s Sports and Female Athletes), this occurs when media outlets produce content under the assumption that it is predominantly consumed by a male audience, thereby reinforcing an androcentric perspective of athletic activity, despite the increasing number of women who enjoy sports in general, and women’s sports in particular.
Source: Comité Olímpico Colombiano
Regarding underrepresentation, a study conducted by the European Union reveals that more than 85% of media coverage is dedicated to men’s sports, while women’s sports account for a mere 10%—a figure that only increases during the Olympic Games—and their presence on front pages is virtually nonexistent.
Regarding stereotypes, it is important to emphasize that the media are neither neutral nor impartial; rather, their content has the power to influence people’s thoughts and behaviors. As stated by the United Nations, when a journalist publishes a report that creates and perpetuates consumption and participation models for men and women in sports, reinforcing what is socially and culturally deemed appropriate for each gender, we are dealing with stereotypes.
The Spanish Higher Sports Council defines stereotypes as schemas used to group individuals under certain common characteristics, based on generalizations rather than their distinctive aspects. The human brain categorizes similar situations and behaviors to facilitate understanding. However, the problem arises when these classifications turn into prejudices that impact people’s lives and prevent them from acting freely in cultural, educational, political, economic, and social environments. The most common stereotypes include:
The beauty stereotype: Female athletes are often perceived as objects of sexual desire, leading the media to favor those who stand out for their beauty over their athletic achievements. These athletes receive extensive media coverage and secure the best sponsorships, even if they have not won any titles.
Sexist references: These highlight aspects of female athletes that hold no informational relevance within the competitive context. Supposedly humorous anecdotes, unfortunate photographs taken during athletic events, or incidents such as female swimmers accidentally exposing intimate body parts during competitions fall under this stereotype, despite lacking any journalistic value.
Sexist references are also evident when the media emphasize the stereotype of “eternal female rivalry,” overdramatizing disputes and conflicts to present them as entertainment spectacles rather than focusing on their athletic performance.
The stereotype of representing female athletes through vicarious status: Vicarious status refers to individuals being defined with someone of higher status. In this context, women are frequently mentioned in the media through family ties—being identified as mothers, wives, or girlfriends of famous male athletes—rather than being recognized for their personal achievements and professional success.
The stereotype of focusing on their personal and family life: This stereotype is rooted in the cultural belief that women’s traditional role revolves around family, reproduction, and caregiving. As a result, interviews with female athletes often focus on questions about when they plan to marry or take on childcare responsibilities, rather than their sporting careers.
Once these shortcomings are identified, a key recommendation for media directors and reporters is to incorporate a gender perspective into their work routines, ensuring content is free from sexism and respectful of individuals’ rights in the selection, production, and distribution of information. A gender perspective involves developing editorial policies, programs, materials, and content that promote gender equality, based on an understanding of the asymmetries present in sports coverage.
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Recommendations
This section provides a guide for journalistic coverage of women’s sports, based on various studies cited at the end of this article. Implementing the recommendations outlined here requires a learning process supported by editorial policies that embed equity and a gender perspective into journalistic practice. Reporters can reflect on these guidelines in newsrooms and assess their relevance in light of how men’s sports have traditionally been covered in comparison to women’s sports.
Balancing narratives: Textual and audiovisual narratives of women’s sports should employ the same resources as those used for men’s sports in terms of enthusiasm, power, team dynamics, and support from reporters. Some media outlets often portray women’s athletic performance in a dull, simplistic manner, as if it were an obligation, allocating fewer reporters and cameras compared to the coverage of men’s competitions.
Avoiding comparisons: Comparing the performance, technique, physical condition, and tactical intelligence of men and women without proper context—often to highlight that men are more capable—makes no sense. Such simplifications are unethical, as each competition has its own unique characteristics. Journalism should not treat men’s sports as the sole benchmark for ideal performance. Female athletes should be asked about prominent female role models in their discipline, rather than solely about male counterparts. Undermining women’s athletic achievements by attributing their success to luck rather than talent and rigorous effort is another common form of bias.
Balancing time, space, and resources: It is recommended to quantitatively increase the time, space, and audiovisual, human, and interactive resources dedicated to covering women’s sports in both analog and digital media. Journalists can also raise public awareness about the need to reduce disparities in salaries and prizes for female athletes, access to training and competition facilities, transportation, and representation in local, national, and international organizations that uphold their rights.
Sexist references: The bodies of female athletes should not be used as a tool to attract audiences, nor should sexist references to their physical appearance, degrading stereotypes, or condescending phrases that infantilize or trivialize their performance be used. Images should capture the essence of each sport rather than poses that reinforce stereotypes. Journalistic pieces should focus on achievements and participation in athletic events, rather than on appearance and personal care, unless they are directly related to the competitive practice (as in synchronized swimming, for example).
Freedom of choice in sports: The media can promote the freedom of choice for girls, adolescents, and women to participate in sports traditionally considered masculine, encouraging their participation and respecting their right to make decisions without trivial or humorous commentary. While men are encouraged to engage in competitive, fast-paced, and often aggressive sports, women are directed toward more elegant and aesthetic disciplines, such as gymnastics, figure skating, and synchronized swimming. The categorization of sports as either masculine or feminine conditions women to the extent that they internalize imposed physical limitations. When women challenge these norms and pursue “masculine” sports, their gender identity, sexual orientation, values, and social roles are frequently criticized, stigmatizing them to control and limit their participation in sports.
Balancing roles: Sports reporting should aim to equally represent the positive contribution of male athletes to household responsibilities, rather than portraying them as detached from domestic and caregiving duties. Likewise, media coverage should highlight male athletes when they discuss their personal and family lives, showing their dedication to their families, even if it means sacrificing their competitive goals. Additionally, the media should work to normalize pregnancy and the desire for motherhood among female athletes, without subjecting them to criticism for their athletic performance post-maternity leave or for balancing their profession with childcare responsibilities.
Sexual Diversity: Sexual orientation can be reported if it has informative value, for example, during events like the International Day Against Homophobia. However, the decision to publicize such relationships depends on how much the athlete has disclosed publicly or if they truly wish to become a reference for sexual diversity in society.
Images: Shots, sequences, comic strips, and photos are useful when showcasing athletic actions, tactical positions on the field, sweat, muscle tone, joy from victories, or sadness from defeats. These should not focus on the athlete’s figure, aesthetic details, or sexist interpretations that lack any informative value. It is recommended to publish images highlighting the work of female doctors, coaches, referees, and directors.
Equity in Criticism: Journalism should not shy away from criticizing women’s sports performance with valid arguments and ethical standards. It is common for reporters to adopt more condescending attitudes when addressing errors in women’s performance than when reporting on men’s. It is important to note that athletes must learn to handle defeat and enjoy victory without receiving special, softer, or less rigorous journalistic treatment.
Balancing Testimonies: It is necessary to equally incorporate testimonies, opinions, and research from female specialists as reliable sources in news pieces, as well as gathering statements from female audiences at both men’s and women’s competitions. It is also important to avoid asking women about gender equity and gender perspective issues in interviews, unless they are experts on the subject and the context justifies it. It should be remembered that men are not usually asked these questions, and therefore it is not reasonable to ask women about them either, as they are focused on their athletic performance and that of their team.
Reviewing Media Routines and Policies: Increasing the number of women journalists covering sports is one of the key points that media outlets should consider. Additionally, the dichotomy where male journalists comment on men’s sports and female journalists cover women’s sports should be avoided. The press should also investigate, denounce, and publicize cases of harassment against reporters and athletes, even if the perpetrator is of the same gender.
In the next post of Agon & Areté, we will address the ethical issues in the journalistic coverage of disability or functional diversity.
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References
Foto portada: Fonema Comunicaciones México. Sólo el 7% de las noticias deportivas en los medios de comunicación se dedican a mujeres – Fonema-Comunicaciones
Muehlenhard, Charlene Peterson, Z. (2011). Distinguishing Between Sex and Gender: History, Current Conceptualizations, and Implications. Sex Roles. A Journal of Research, 64, 791–803. https://link.springer.com/article/10.1007/s11199-011-9932-5
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