Role of Media in Sport

In class we went over the key targets the media outlets choose to show and present to the public audience. When regarding women’s sport it is clear that the media outlets focus less on the actual game of women’s events, and more on their personality. There is far less air time for women’s sport compared to any men’s event or athletics, as well as a ridiculous heightened focus on the women's athletes personal life and appearance. Instead of respecting a great women athlete, the media chooses to often exploit them as objects of desire, pleasure, and eye candy.  The release of new video game add "Top Spin" featuring tennis star Serena Williams is a perfect example of using womens sex appeal to sell to the public audience.  In the March 24th article by the Sporting News, Alisha Hord highlights the facts regarding the ad and game itself and offers up the question "Has Serena gone too far in trying to sell tennis as well as sex appeal?"  The answer is yes. It is not entirely Williams's fault to blame. Since the days of Ana Korvakova to modern day Danica Patrick the media has made it almost a must for women to possess good looks and "sex appeal" to become relevant in the sports world, as well as garner any endorsement opportunities.  It is truly a shame that women athletes are subjected to being viewed in this light. Like men, they work hard at their craft and respective sports, yet find their lives being dictated by the media one ad at a time..

http://aol.sportingnews.com/sport/story/2011-03-24/serena-williams-sells-video-tennis-game-with-sex-appeal