Exploring gender bias in sports reporting through media literacy: a theoretical review
DOI:
https://doi.org/10.47197/retos.v69.116577Keywords:
Gender Bias, Sports Media, Media Literacy, Feminist TheoryAbstract
Introduction: Sports media influences public understanding of gender norms and reinforces stereotypes through selective representation of male and female athletes.
Objective: This study aims to synthesize theoretical perspectives on how media literacy can address gender bias in sports journalism.
Methodology: A systematic literature review was conducted using five major academic databases from 2019–2025. Thematic synthesis was applied to categorize studies using Framing Theory and Feminist Media Theory. Selection criteria focused on peer-reviewed, English-language works addressing gender bias and media literacy in sports contexts.
Discussion: Findings reveal consistent underrepresentation and misrepresentation of female athletes. Framing strategies and patriarchal media structures contribute to symbolic marginalization. Media literacy emerges as a key educational tool to foster critical awareness and support inclusive portrayals.
Conclusion: Addressing gender bias in sports media requires integrated media literacy approaches, institutional reforms, and feminist frameworks. As digital media evolves, media literacy holds potential to promote equitable narratives and challenge structural discrimination in sports coverage.
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