There are many reasons why media coverage is not being given to women's sport. Men's sport is dominant, underfunded and lacks role models. This, along with a lackluster presence in the media make it a serious problem that women are not represented in sport. The media must do a better job covering women’s sport to counter these problems.
Lack of consistent presence
According to the study, nearly 80 percent of all televised sports news programs fail to include stories about women's sports. Those that do include stories tend to be shorter and are partly eclipsed by stories about men's sports. Despite the fact that the study was done before the COVID-19 epidemic, women's sports coverage has grown. It also cites recent ESPN investment to air WNBA game.
Insufficient funding
Despite the NCAA's efforts to ensure equal funding, the improvements have been insufficient. The NCAA rules are not staggered, and the games are not broadcast simultaneously. A second problem is the fact that women remain underrepresented in coaching roles. This problem has been a problem over the past decades, but it is still an issue today. Although the changes are welcome, they are a step in a positive direction.
Men's sports dominance
Media coverage of women's sports is overwhelmingly dominated by men. Although asymmetry in gender marks can elevate the story of one women's team or sport, it doesn't necessarily mean that coverage will be greater for other women's sports. Asymmetric gender marking can also be combined with local parochialism, and obscure the success of local men's teams.
Role models are lacking
While the media is the main source of information, the media does not include female athletes. This underrepresentation creates a lack of role models for young girls. Media lack of role models contributes to gender socialization. These are some of the ways media outlets can better represent female athletes and increase their viewership. This is just a beginning.
Insufficient investment
Research on gender inequalities in investment in sport is rare and often distributed. Few studies have examined why managers spend more money on men's sporting events than they do women's. The strategic nature of sponsorship has increased. Why? Let's get into this issue. Tokenism is a serious problem for women's sports. Major brands view investing in women as a PR strategy.