Research on Gender Equality in Media Representation of Sport in Ireland

The Federation of Irish Sport, in collaboration with Dr. Anne O’Brien and Maynooth University, has conducted pivotal research addressing the question: Why do journalists and media producers create gendered sports content in the ways that they do?

The study, titled ‘Gender Equality in Media Representation of Sport in Ireland,’ delves into the challenges and complexities of how sports media portrays gender. This work marks an essential step toward understanding the systemic factors shaping sports coverage and reimagining a more inclusive and equitable media landscape.

Key Insights from the Research

The study highlights that addressing gender inequality in sports media isn’t just about increasing visibility for women athletes—it’s about fostering a cultural shift that benefits everyone. Central findings suggest that transforming deeply embedded attitudes and practices within the media industry is key to achieving lasting change.

This research underscores the importance of collective responsibility. Tackling the challenges of gender representation requires action from journalists, producers, sports organizations, and audiences alike.

The Longstanding Gender Disparity in Sports Coverage

The report also sheds light on historical patterns in sports media, where male athletes have traditionally received the lion’s share of visibility, recognition, and resources. In contrast, women’s sports have often been underrepresented and depicted through limited or stereotypical lenses.

This imbalance perpetuates cultural narratives that undervalue women athletes and diminishes opportunities for their achievements to inspire future generations.

A Vision for More Equitable Coverage

The findings of the report aim to serve as a roadmap for reshaping how sports media operates in Ireland. The study calls for:

• A commitment to balanced representation: Increasing coverage of women’s sports across all platforms.
• Challenging cultural biases: Encouraging media producers to reflect on their framing of women athletes and avoid perpetuating stereotypes.
• Collaboration between stakeholders: Involving sports organizations, media outlets, and policymakers in building a more equitable future for sports coverage.

A Call to Action

The collaboration between the Federation of Irish Sport and Maynooth University serves as a powerful reminder that progress in gender equality requires collective effort. By critically examining the forces shaping sports media, this research lays the groundwork for meaningful change—not just in how women’s sports are represented, but in how society values them.

This initiative highlights that achieving true equality in sports is about more than visibility—it’s about transforming attitudes, narratives, and systems. In doing so, it invites everyone to play their part in creating a more inclusive future for sports in Ireland.

Read /Download the Report ‘Gender equality in media representation of sport in Ireland’ 

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