THE ECONOMIC CHALLENGES FACED BY PROFESSIONAL WOMEN ATHLETES IN EUROPE: A CONSEQUENCE OF GENDER DISCRIMINATION IN THE SPORTS MEDIA
SPEICH, Manon (2018)
SPEICH, Manon
2018
Kuvaus
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Tiivistelmä
The study examines the challenges faced by women athletes in the economic environment of professional sport, as this environment remains under strong masculine dominance and women are being constantly overlooked in terms of audience, communication and endorsement deals. The study will build the theoretical framework of being an athlete in the current sport market, the gaps in media coverage, and finally the gender dynamics that are affecting all actors of the environment. The empirical part is conducted through a qualitative study, meaning that semi-structured interviews were scheduled with 10 different persons, 7 players, 2 coaches and 1 administrative club member from physical power team sports and from two different Western Europe countries, France and Netherlands. The players from France were playing handball and the ones from the Netherlands were playing field hockey, and they were all females. The study was conducted following the abductive approach and compared results and practices from each sport and each country.
The study shows that the employment market as being a professional sport player is complex, and it’s difficult to drive through successfully. The individual sport potential and communication aura are key factors to become a crucial player that will be attractive to brands. Lack of coverage in the media has therefore a huge negative impact on that potential, and might weaken the economic profile of the player. Furthermore, sport remain an area where men prevail and masculine values are highly valued, which makes it even more difficult for women, who agree to perform sport but would also keep a feminine identity off court.
This study provides a new angle on the topic, as the existing research focuses on the United States and provides little view about anywhere else in the world. This study adds value to the existing literature by expanding the scope and addressing a modern issue, naming women emancipation.
The study shows that the employment market as being a professional sport player is complex, and it’s difficult to drive through successfully. The individual sport potential and communication aura are key factors to become a crucial player that will be attractive to brands. Lack of coverage in the media has therefore a huge negative impact on that potential, and might weaken the economic profile of the player. Furthermore, sport remain an area where men prevail and masculine values are highly valued, which makes it even more difficult for women, who agree to perform sport but would also keep a feminine identity off court.
This study provides a new angle on the topic, as the existing research focuses on the United States and provides little view about anywhere else in the world. This study adds value to the existing literature by expanding the scope and addressing a modern issue, naming women emancipation.