See, this is why I point and laugh at sociologists:
[N]early three-quarters of the women’s coverage was devoted to gymnastics, swimming, diving and beach volleyball. Notice anything they have in common? The researchers did. “It is now customary for the participants in all of these events … to wear the equivalent of a bathing suit,” they note in their analysis, which appears in the journal Electronic News.
Track and field, where the clothing is almost as minimal, made up another 13 percent of the women’s prime-time coverage. “The remaining sports represented—rowing, cycling, and fencing—are not, by traditional standards, ‘socially acceptable’ sports for women, and make up approximately 2 percent of coverage,” the researchers write.
First of all, it’s common to wear the equivalent of a bathing suit in almost every Olympic event. They cherry-picked this study to 14 events, leaving out things like Tennis, Sailing, Synchronized Swimming and Rhythmic Gymnastics that might dispute their theory. They also made the odd choice of putting cycling in the “non-sexy” category despite the skin-tight outfits that are worn. I’m sure if cycling got more coverage, they’d flip it back into the sexy category.
Second, they ignored that Americans prefer to watch events where they are likely to medal and the events they list are where we tend to clean up. We don’t win a lot of medals in rowing, cycling or fencing. Softball and soccer get lots of medals and little coverage, true. On the other hand, there have been numerous complaints from the public about the lack of coverage and they only recently became medal events (1996 for both).
Third, if you look at the study’s graphs, you’ll see that men’s coverage is equally skewed, with almost all the coverage going toward … beach volleyball, diving, gymnastics, swimming, track and volleyball. In short, no one wants to watch fencing. It doesn’t matter if it’s men or women doing it. I don’t want to watch fencing and I used to fence! Maybe if the US started dominating those events, they would be watched.
Fourth, notice the catch-22 underlying the study. If we aren’t watching women’s events, it’s because of sexism. But when do watch them, the most popular event, by far, is women’s gymnastics. But this just proves our sexism because they’re in leotards!
Fifth, notice that exceptions to their theory — Lindsey Vonn, Picabo Street, Bonnie Blair, Jackie Joyner Kersey, Wilma Rudolph, etc. — are just ignored. Their theory is deliberately made plastic enough — defining “socially acceptable” sports arbitrarily — that they can sneak any damn conclusion they want into it. I skimmed through the study and found numerous references to track and field being socially unacceptable for women — these studies published at a time when Marion Jones, Flo-Jo and Jackie Joyner Kersey were some of the most popular and recognizable women in the games. I was personally at the 1996 women’s 100m final when Gail Dever and Gwen Torrence finished 1-3. The build-up was huge; the coverage extensive and the stadium exploded when they won.
What the fuck are these people talking about?
Now I will let on about one thing. People tend to pay less attention to women when they play sports that were designed by men and emphasize masculine traits like strength. They pay more attention when women play sports designed with women in mind that emphasize feminine traits like grace, coordination and beauty. Gymnastics is popular precisely because the people who designed the sport understand this. The events are very different for the two genders. The men’s events emphasize strength and endurance; the women’s coordination and grace. Both are entertaining, grueling and incredible displays of athleticism; but they are also expertly tailored to the sexes.
Really, the more I look at this, the more it sounds like someone started out with their conclusion and trolled the data to support it. This is what passes for research in sociology.
Update: One last point. They complain that women only get 48% of media coverage despite winning 50% of the medals. That … doesn’t really cross me as significant. And breaking the coverage down by athlete is ridiculous. The media’s coverage of the Darling of the Games is notoriously fickle.