Media, Sport and Stakeholding - exploring the sport media ecosystems and gender equity in Canada and the UK

ESRC：Hannah Thompson：ES/P000711/1对女孩和妇女参与体育运动的投资已被证明支持长期成就(Ick ovics等人，2014)，并导致更高的收入和工作质量(Cabane&Clark，2015)。研究发现，女孩参加体育运动的人数每增加10%，申请大学的人数增加1%，参加劳动大军的人数增加1-2%，特别是在男性占主导地位的行业和高技能职业(Stevenson，2010)。因此，参与体育活动在开发女童和妇女的人力资本方面发挥了作用。研究还表明，以活跃的女运动员为榜样的女孩比选择的榜样是运动以外的女孩在身体上更活跃(Young等人，2015年)。但媒体对女性运动的覆盖率从1.8%到4%(Cooky等人，2013年)，这使得女孩们很难看到她们的榜样。此外，我们知道，女孩退出体育运动的比例比男孩高得多，这使得榜样的可见性变得更加重要。关于女性体育报道的讨论仍然很普遍，尽管几十年来的学术呼吁在体育页面和屏幕上的分钟内有更多和更公平的质量和数量。Musto等人(2017)发现，对女运动员的报道仍然是“乏味的”和“软弱无力的”，将女运动员边缘化为重申父权信仰的平淡无奇的表演者。这种定性和定量的不同报道被认为是有害的，“因为[它]产生了[S]并强化了[S]陈规定型的性别角色，并对妇女能力的看法产生了负面影响”(芬克，2015年，第322页)。这主要是因为新闻编辑部缺乏多样性，例如Laucella等人(2016)承认，体育编辑经常认为女性体育兴趣较低，认为报道不需要改进。然而，他们也发现了一种转变，暗示着女性受雇人数的增加与女性运动员和女性运动的改善有关。然而，重要的是要注意到，当还有其他潜在的和未知的因素在起作用时，雇佣更多的女性并不一定等同于更多的报道。因此，利益相关者理论的应用将有助于理解谁是参与者，以及他们对女性体育报道的数量和质量产生了什么影响。总而言之，人们认为加拿大和英国都缺乏性别平衡的报道。因此，通过创建成绩成绩单，我们寻求评估谁是处于权力地位的人的构成，以创造和塑造女子体育的叙事。关于性别、种族、阶级和性取向的标记，我们的目标是揭示新闻编辑室的更多多样性是否等同于越来越多的女性体育报道。而且，通过对体育新闻机构进行侧写，我们可以追究要求更公平和性别平等报道的呼吁和承诺的责任。我们的建议在性别、体育和媒体辩论方面具有真正的创新性，并将提供新的见解，可产生广泛的行业影响，因为在如何衡量和履行这些公平体育媒体做法的承诺方面存在真正的知识差距。此外，尽管人们普遍认为体育媒体仍然主要由白人男性提供服务，但很少有研究调查体育媒体的把关过程。

ESRC : Hannah Thompson : ES/P000711/1Investing in girls' and women's sport participation has been shown to support long-term achievement (Ickovics et al., 2014), and leads to higher earnings and job quality (Cabane & Clark, 2015). Research has found that a 10% increase in girls' sport participation led to a 1% increase in university applications and a 1-2% increase in participation in the workforce, particularly in male-dominated industries and high skill occupations (Stevenson, 2010). Thus, sport participation plays a role in the development of human capital for girls and women. Research has also shown that girls who have active women athletes as role models were significantly more physically active than girls whose chosen role models were outside sport (Young et al., 2015). But media coverage for women's sport ranges from 1.8% to 4% (Cooky et al., 2013) making it incredibly hard for girls to see their role models. In addition, we know that girls drop out of sport at a much higher rate than boys making the visibility of role models even more important. Conversations about women's sport coverage remains rife despite decades-worth of scholarship calling for more and fairer quality and quantity within the sports pages and minutes on the screen. Musto et al., (2017) found, coverage of sportswomen remains to be 'bland' and 'wishy-washy' marginalizing sportswomen as uninspiring performers reaffirming patriarchal beliefs. This differential coverage in both qualitative and quantitative ways is said to be harmful "as [it] generate[s] and reinforce[s] stereotypical gender roles and negatively impacts perceptions of women's capabilities" (Fink, 2015 p.322). Most of this has been explained by a lack of diversity within newsrooms, for example Laucella et al., (2016) recognize sport editors often believe interest of women's sports to be low and don't feel like coverage needs to be improved. However, they also found a shift that hinted towards an increase in women being hired relating to improvements of female athletes and women's sport. Although, it's important to note that hiring more women doesn't necessarily equate to more coverage, when there are other potential and unknown factors at play. Hence, our application of stakeholder theory will prove useful to understand who the actors are and what influence do they have on the quantity and quality of women's sports coverage. In summary, there is a lack of gender-balance coverage perceived to be the case in both Canada and UK. Therefore, by creating a score report card, we seek to evaluate the make-up of who the people are in positions of power to create and shape narratives of women's sport. Addressing gender, race, class, and sexuality markers, we aim to uncover whether the more diversity of the newsroom may equal increasing numbers of women's sport coverage. And, by profiling sports news organisations, we can hold accountable the calls and pledges for fairer and gender equitable coverage. Our proposal is truly innovative in its approach to debates on gender, sport and media and will provide novel insights that can have a broad industry impact as there is a real gap in knowledge of how to measure and hold account these pledges for equitable sports media practices. Plus, while it is widely accepted that sport media remains to be predominantly served by white men there are few studies that investigate gatekeeping processes in sports media.