A content analysis of print media coverage of gender, women and physical activity

Abstract

This paper presents the results of an investigation of print media coverage of gender and physical activity. The analysis was based on an examination of two samples: all issues of four Canadian daily newspapers for a 6-m-onth period and all issues of Chatelaine, a monthly Canadian women's magazine, for a period of 10 years and 6 months. Results indicate the media provide little support for the promotion of women's physical activity and little challenge to gender stereotyped imagery of physical activity. This is particularly true for newspapers, which are a largely conservative influence in the contemporary fitness movement. The magazine analysis indicates Chatelaine plays a positive if limited role in the promotion of women's fitness and physical activity.