Athlete Portraits in News: Influence of Media Representation and Gender on Social Perception

Previous literature suggests that in masculinized domains, a stereotypical portrayal of women has a negative impact on society’s perception of them. However, the influence of media representation on people’s perceptions of athletes depending on their gender, as well as its possible consequences for both men and women, remains unexplored in the sports sphere. Through two experimental studies employing a scenario methodology, we aimed to address this gap in the literature: In Study 1 (N = 190), we tested the influence of the media’s representation (focused on the professional field vs. extraprofessional field) and the athlete’s gender (man vs. woman) on perceptions, and in Study 2 (N = 625), we examined the effect of gender for an athlete receiving media coverage focused on the extraprofessional field. Study 1’s results showed that when media representation was based on the professional (vs. extraprofessional) field, participants perceived the news as more credible, believed that the media valued the athlete’s capacity to a greater extent, and attributed more merit to the athlete. Moreover, Study 2, focused on an extraprofessional field, indicated that when a man athlete (vs. woman athlete) was portrayed, participants were more likely to consider the news content accurate, which, in turn, was associated with a higher attribution of competence to the athlete and a higher intention to consume sports media in the future. The study will hopefully help reduce beliefs about existing stereotypes as well as discrimination against women, whether in sports or in any other field (e.g., professionally or in education).