Support strategy for female top sports leagues

这项研究主要集中在性别问题和媒体之间的关系，这对妇女参与体育运动产生了重大影响。媒体传播的关于身体、体育活动和运动的信息造成或加强了对身体的性别偏见。男性理想的身体形象是肌肉发达、坚韧，女性则是苗条、柔软。这种性别间的不同形象是基于商业化健身俱乐部的增加和体育场景的大量媒体曝光。体重指数的年代学研究1980年以后的体重指数显示出明显的持续趋势，即年轻女性变得更苗条，男性变得更强壮或更胖。对播放的体育广告片的调查显示，64.8%的人认为，男运动员主演的影片占10.3%，女运动员主演的影片占14.3%，男女运动员主演的影片在数量和质量上都存在性别偏见。研究发现，媒体在描述男运动员及其表现时，最大限度地强调了身体和运动的活力。另一方面，女性运动员被描绘成更传统的性别角色，清新，友好或微笑的形象推荐产品，与运动表现本身的联系要少得多。为了发展女性体育运动，应该从性别的角度重新审视身体，呼吁减少媒体的偏见。通过对日本和美国女子足球联赛的运营和观众的一系列比较研究，提出了日本在发展联赛方面面临的挑战，如培养女性球迷，增加女足明星的媒体曝光率，为女足运动员创造更好的环境。

This study focused mainly on the relationship between gender issues and the media, which was making a significant impact on female sports involvement. Messages disseminated by the media concerning body, physical activities and sports created or reinforced a gender bias on body. The ideal body image for the male was muscular and tough, and that for the female was slender and limber. Such different images between the genders were based on the increase of commercialized fitness clubs and tremendous media exposure of sports scenes. The chronological study of the BMI(Body Massive Index) after 1980 demonstrates a clear, continuous trend of younger females becoming slimmer and males becoming more muscular or fat.Sports, which is based mainly on the body, are heavily affected by the images developed by the gender bias An examination of aired commercial films featuring sports revealed that 64.8% of the films were starred by male athletes while much lower 14.3% of them by female athletes.The gender bias was found not only quantitatively but also qualitatively. It was found that the media maximally emphasized the dynamism of body and sports when describing male athletes and their performance. On the other hand, female athletes were depicted in more traditional gender roles with refreshing, friendly or smiling images recommending the product and with much less connection to athletic performance itself. In order to develop female sports, it was suggested that the body should be reconsidered free from gender biases and that appealing for reducing the media bias was indispensable.According to a series of comparative studies between Japan and USA focusing on operations and spectators of female soccer leagues, it was suggested that there were some challenges facing the Japanese side to develop leagues, such as fostering female soccer fans, increasing media exposure of female soccer stars and developing better environments for female soccer players.