The purpose of this study is to delve deeply into the disparities in sports media coverage between male and female athletes across different sports, while also offering relevant strategies for analysis and change. Sports media wield significant influence in shaping societal perceptions and values; however, the issue of gender inequality remains glaringly evident in their coverage. Traditional conventions have steered sports media towards an overemphasis on the achievements of male athletes, often at the expense of recognizing the professional accomplishments of female athletes. Notably, the portrayal of female athletes in the media varies significantly across different sports, with male athletes in highly competitive fields receiving considerably more frequent and in-depth coverage compared to their female counterparts. The existence of pay disparities further compounds this problem, eroding the social status and media attention granted to female athletes.Nevertheless, the sports media possesses a unique opportunity to promote awareness of diversity and equality among viewers, thereby driving societal change. Initiating adaptation and optimization within the media industry is a critical step in this process. This includes providing training for practitioners, increasing the representation of women in media roles, and proactively launching initiatives to foster broader discussions and catalyze social change. Increased participation of female professionals within the industry will provide deeper insights into reporting, thereby sustaining a focus on the critical issue of gender equality.In summary, gender inequality remains a pervasive issue within sports media. However, the transformative potential of the media is pivotal in advancing gender equality. Through comprehensive and equitable coverage, as well as the promotion of gender equality, sports media can reshape viewer perceptions and enhance societal awareness of this important issue. Through concerted efforts within the sports media industry, we can anticipate the creation of a more equitable and diverse sports environment, paving the way for a future characterized by gender equality and diversity.

Sun Yingnan, Wang Guoliang. Gender Disparities in Sports Media Coverage: Phenomenon, Analysis, and Transformation. Frontiers in Sport Research (2023) Vol. 5, Issue 9: 20-25. https://doi.org/10.25236/FSR.2023.050904.

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