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，这对女性体育参与产生了重大影响。媒体传播的有关身体、体育活动和运动的信息制造或加强了对身体的性别偏见。男性的理想身体形象是肌肉发达和强壮，女性的理想身体形象是苗条和灵活的。男女之间的这种不同形象是基于商业化健身俱乐部的增加和媒体对体育场景的大量曝光。对1980年后的BMI(身体质量指数)的时间序列研究表明，年轻女性变得更苗条，男性变得更强壮或更胖，这是一个明显的持续趋势。以身体为主要依据的体育运动，受到性别偏见形成的形象的严重影响。对播放的以体育为主题的商业电影的审查发现，64.8%的电影由男性运动员主演，而14.3%的电影由女性运动员主演。性别偏见不仅在数量上，而且在质量上都被发现。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，带有推荐产品的清新、友好或微笑的形象，与运动表现本身的联系要少得多。为了发展女子体育，建议重新考虑身体不应存在性别偏见，呼吁减少媒体偏见是不可或缺的。根据日美两国围绕女子足球联赛运营和观众的一系列比较研究，建议日方发展联赛面临一些挑战，如培养女球迷，增加女足球明星的媒体曝光率，为女足球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.