A Comparison of Selected ‘Serious’ and ‘Popular’ British, Canadian, and United States Newspaper Coverage of Female and Male Athletes Competing in the Centennial Olympic Games: Did Female Athletes Receive Equitable Coverage in the ‘Games of the Women’?

This study compares how selected ‘serious’ and ‘popular’ newspapers from three countries covered female and male athletes during the Centennial Olympic Games, 1996. From Canada, the Globe and Mailand Toronto Star; from Great Britain, The Timesand the Daily Mail; and from the United States, the New York Timesand USA Todaywere examined. Content analysis was used to compare all the articles and photographs of female and male athletes on the front pages and the sports sections of all six newspapers. Although differences were found, generally the results showed that, compared to their respective participation rates, female and male athletes competing in the Centennial Olympic Games received an equitable amount of coverage. Qualitative analyses indicated that female athletes received a comparable coverage with their male peers in article descriptors of their ‘physical appearance/attire’, ‘strength/athleticism’, ‘psychological characteristics’, and ‘family role’, and in ‘competing’, ‘non-competing’, ‘active’, and ‘posed’ photographs. This study confirmed that female athletes receive more newspaper coverage when they compete in major international competitions such as the Olympic Games. Reasons for the reasonably equitable amount of newspaper coverage of female athletes are outlined, with suggestions for improvement of newspaper coverage of female athletes.