Gender Perspective and Media Visibility Under Debate: Study on the Representation of Female Athletes in TV News During the Paris 2024 Olympic Games

Despite being the first Olympic Games with gender-balanced participation, the representation of female athletes remains limited and shows significant qualitative differences.

Researchers Iliana Ferrer, Marta Narberhaus, and Luisa Martínez, from the Department of Audiovisual Communication and Advertising and collaborators of the IRE, presented the paper “Gendered Framing and Media Visibility: Representation of Female Athletes in Spanish TV News During the Paris 2024 Olympic Games” at the ECREA Sports & Communication Working Group conference held in Cologne (Germany) on November 13–15. The study analyzes how female athletes were represented in Spanish television news during the Paris 2024 Olympic Games. This research is part of a broader line of inquiry into gender representation in sports and its portrayal in the media.

The study takes place in a historic context: although gender parity in participation has been achieved at the Olympic Games, female athletes remain underrepresented in media coverage. In terms of quantity—the presence of female athletes—previous research has highlighted their limited representation in mainstream media during the Olympics. Qualitatively, stereotypical portrayals persist: women are more often described in terms of personal life, physical appearance, and emotions, while male athletes receive coverage focused on strength and performance.

The study also examines categories such as news narrative, inclusive language, and image use, following IOC guidelines published in 2018 (Portrayal Guidelines for gender-equal, fair, and inclusive representation).