European Journal of Social Sciences ISSN 1450-2267 Vol. 57 No 4 March, 2019, pp.453-473 http://www.europeanjournalofsocialsciences.com/ Female Athletes’ Media Footprint on Sports Press Olympic Games of 1968 Rosa María Valles Ruiz Professor-researcher of the Hidalgo State Autonomous University (UAEH, Mexico) Ph.D. on Political and Social Science by the National Autonomous University of Mexico She works on the research area of Gender and History Discourse Analysis, Oral History, and Student Movements E-mail:
[email protected] Xochitl Andrea Sen Santos Ph.D., Political and Social Science by the National Autonomous University of Mexico Professor at the National Autonomous University of Mexico She works on the research areas Sports and Gender Discourse Analysis and Oral History E-mail:
[email protected] Abstract This paper's main objective is to identify the gender stereotypes on sports press about female athletes on the Olympic Games of 1968 through the use of discourse analysis and gender perspective. For the gender perspective, the proposal by Rodríguez and González will be used; they present six analysis categories: traditional, progressive and/or innovative, liberal, biological, educational and psychological. For the discourse analysis, parts of the model by Gutiérrez-Vidrio (2010). She proposes the study of the journalistic speech on a macro discursive field throughout the acts of speech (description, interpretation, and appreciation) and the recreation of the discourse's production conditions that are expressed on the answers to five questions: Who is the discourse emitter? Whom is it aimed for? What does it talk about? Where does it come from? At what circumstantial moment is the discourse emitted? The traditional and biological approaches are closely linked to press stereotypes regarding female athletes through the categories of beauty and racial discrimination.