“Naturally” Less Exciting? Visual Production of Men's and Women's Track and Field Coverage During the 2004 Olympics

Abstract

This study analyzes visual production techniques in NBC's 2004 Olympic track and field coverage using Zettl's applied media aesthetics approach. Track and field coverage is worthy of analysis in relation to gender because of the sport's perception as “gender-neutral” in comparison to other sports such as gymnastics (feminine), or U.S. football (masculine). Men's coverage was presented as more visually “exciting” than women's—it used more shot types, camera angles, and motion special effects per minute. These differences may contribute to perceptions that women's sports are inferior or “naturally” less interesting than men's, reinforcing men as the symbolic authority in sport.

Notes

*p < .05

¹This adds 2 hours to the traditional definition of prime-time. However, Olympic evening broadcasts often stretch to these hours on certain days (Sundays/peak event days).

²Intercoder reliability also was checked by calculating Krippendorf's alpha. The 19 variables were reliable at alpha levels ranging from 72.6% to 100%.

³The eight events that did not air were the heptathlon, 3,000 meter steeplechase, 10,000 meter, 20 kilometer racewalk, 50 kilometer racewalk, shot put, discus throw, and hammer throw. For men, the event receiving the most coverage in prime-time was the 100-meter race, shown in 25 segments (15.8% of the total men's coverage). For the women, the 200-meter race received the most coverage, with 16 segments (19.5% of the women's coverage).

⁴ Lont (1995) aptly describes the representation of women in sports media: It is more common to find a story about a male who lost than a female who won. Binks (2004), for instance, tells the story of the 2001 Canadian women's world championship in curling that received only a mention at the end of a story about the failure of male curlers to qualify for the world tournament.