Gender and Sport in Norwegian Mass Media

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Abstract
The purpose of the article is to analyse how female sports are presented in television and newspapers in Norway. This is done in order to clarify whether or not the mass media lend support to a traditional inhibiting image to female sport participation. The results of the content analysis show that stereotyping masculine and feminine language were seldom used in describing female and male sport per formers. The quantitative image of gender and sport was on the other hand, not in accordance with the real extent of female and male sports events. This biased image may be a result of the male sports editorial staff's own attitudes towards female sport participation, together with the influence from the male part of the public. The consequences of these facts may be very severe. It may be that the mass media rather inhibit than stimulate women's further development and in volvement in sports.

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