Changing the Game: a Critical Media Analysis of ESPN and Espnw
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University of Windsor Scholarship at UWindsor Major Papers Theses, Dissertations, and Major Papers January 2021 Changing the Game: A Critical Media Analysis of ESPN and espnW Amanda Milanis [email protected] Follow this and additional works at: https://scholar.uwindsor.ca/major-papers Part of the Communication Commons, Feminist, Gender, and Sexuality Studies Commons, and the Sociology Commons Recommended Citation Milanis, Amanda, "Changing the Game: A Critical Media Analysis of ESPN and espnW" (2021). Major Papers. 161. https://scholar.uwindsor.ca/major-papers/161 This Major Research Paper is brought to you for free and open access by the Theses, Dissertations, and Major Papers at Scholarship at UWindsor. It has been accepted for inclusion in Major Papers by an authorized administrator of Scholarship at UWindsor. For more information, please contact [email protected]. Changing the Game: A Critical Media Analysis of ESPN and espnW By Amanda Milanis A Major Research Paper Submitted to the Faculty of Graduate Studies through the Department of Communication, Media and Film in Partial Fulfillment of the Requirements for the Degree of Master of Arts at the University of Windsor Windsor, Ontario, Canada 2021 © 2021 Amanda Milanis Changing the Game: A Critical Media Analysis of ESPN and espnW by Amanda Milanis APPROVED BY: ______________________________________________ V. Manzerolle Department of Communication, Media, and Film ______________________________________________ K. Asquith, Advisor Department of Communication, Media, and Film January 15, 2021 DECLARATION OF ORIGINALITY I hereby certify that I am the sole author of this thesis and that no part of this thesis has been published or submitted for publication. I certify that, to the best of my knowledge, my thesis does not infringe upon anyone’s copyright nor violate any proprietary rights and that any ideas, techniques, quotations, or any other material from the work of other people included in my thesis, published or otherwise, are fully acknowledged in accordance with the standard referencing practices. Furthermore, to the extent that I have included copyrighted material that surpasses the bounds of fair dealing within the meaning of the Canada Copyright Act, I certify that I have obtained a written permission from the copyright owner(s) to include such material(s) in my thesis and have included copies of such copyright clearances to my appendix. I declare that this is a true copy of my thesis, including any final revisions, as approved by my thesis committee and the Graduate Studies office, and that this thesis has not been submitted for a higher degree to any other University or Institution. iii ABSTRACT The sports media company ESPN has long utilized traditional and social media to enhance their brand and promote professional athletes, specifically men, and their accomplishments on various media platforms. Notably, in 2010 ESPN launched a global multiplatform brand called espnW as a way to connect women with sports, while also informing and inspiring women athletes and fans. Although women athletes have made great advancements in sport, such as gaining this kind of media representation, this should not be seen as a victory lap. This paper applies Barthes’ (1957) concept of ‘myth’ to help us understand the ideological underpinnings of representations of young women athletes and demonstrate how these ideologies contribute to the production of ‘popular feminism’ and ‘popular misogyny’ (Banet-Weiser, 2018) in a branded, social media space. Critically analyzing ESPN and espnW, I identify popular feminism and its reaction of popular misogyny to show that ESPN, as a brand, merely popularizes the topic instead of challenging the deep-rooted ideological structures of sport. Through an examination of recent ESPN and espnW Instagram content, I consider how ESPN’s popular feminism uncovers the reaction of popular misogyny where women being part of the conversation is perceived as a threat to a once purely masculine environment. A variety of themes are found in various ESPN and espnW’s Instagram posts and comments to support these points. In the end, this paper identifies that there still exist many problems and barriers that restrict women from making progress in sports. iv ACKNOWLEDGEMENTS I would first like to give great thanks to my advisor, Dr. Kyle Asquith, who has made this MRP what it is today. His constant feedback, guidance and knowledge he provided throughout the duration of my project is greatly appreciated. I am grateful for his constant support and time he has provided throughout this entire process. I would also like to thank my program reader, Dr. Vince Manzerolle, who took this project on during a busy time. His belief, knowledge, and continuous support were of great benefit to my project. Thank you for being a part of it. Lastly, I would also like to thank my family for always believing in myself and supporting me over the course of this project. Without their constant encouragement, this paper would not have been possible. v TABLE OF CONTENTS DECLARATION OF ORIGINALITY .................................................................... iii ABSTRACT ............................................................................................................ iv ACKNOWLEDGEMENTS ..................................................................................... v INTRODUCTION .................................................................................................... 1 REVIEW OF THE LITERATURE .......................................................................... 4 The Myth of "Like a Girl" ...................................................................................... 5 The Paradox of Women as Athletes ....................................................................... 8 Sport as a Male Domain ...................................................................................... 14 Add Women and Stir Mentality ............................................................................ 18 "Funhouse Mirror" .............................................................................................. 26 In Summary .......................................................................................................... 29 ANALYSIS OF CASE STUDY ............................................................................. 30 CONCLUSION ...................................................................................................... 43 REFERENCES ....................................................................................................... 48 APPENDIX ............................................................................................................ 52 VITA AUCTORIS .................................................................................................. 65 vi INTRODUCTION Sport is one of the most popular leisure activities for many individuals throughout our society. Kidd (1996) characterizes sport as “any form of competitive physical activity, without regard to place, period, rules or meaning” (p. 12). However, today we must examine ‘sports’ – as a plurality – which Kidd suggests “can be understood best as distinct creations of modernity, fashioned and continually refashioned in the revolutionizing conditions of industrial capitalist societies” (p. 12). The objective of this project is to examine sport, focusing on ongoing problems related to the representation of women athletes in contemporary media, something which affects young girls’ participation in sports. Sport has been transformed into an activity for all, as we have seen an increase in participation levels and popularity, especially among women. After the passing of Title IX in 1972, American legislation passed to prohibit discrimination on the basis of sex in educational programs or activities (Learn, 2014, p. 44), we began to see a revolution in regard to women’s participation in sports. There are more women as athletes participating in sports than ever before. Title IX was a necessary turning point in the sports industry, as it now legally allows women to participate in sport, without facing discrimination. However, what does this mean for women athletes today? In the American context, did Title IX eliminate discrimination? With the increase in participation levels and representation of women athletes today, one might assume that we have overcome the obstacles to inclusivity for women athletes and believe that sport is more accepting than controversial. However, this is not the case. Women as athletes are still devalued in 1 comparison to men when it comes to sports, as they are still experiencing inequalities in a number of categories. Although the sport environment for women has undoubtedly gained recognition, as they are breaking barriers progressively in areas such as pay allocation, recognition in the media, broadcasting of games, access to sports, and participation rates, the boundaries of inequality still exist. Arguably, Title IX has allowed greater participation, but has not changed the ideologies presented in, and around, sports. Simply allowing women to participate is not enough to change the paradox behind sports as a whole, as these athletes continue to face barriers when in the sporting environment. This Major Research Paper will critically examine the ideological underpinnings of the sporting environment, and how these ideologies are perpetuated throughout society, particularly in the media representation of women as athletes.