A content analysis of black female athletes and white female athletes in sports magazines

Literature suggests that female athletes receive less coverage in media than male athletes and that representation more often focuses on femininity than athleticism. Yet factors other than gender may influence media representation. Race and gender of target readers may impact representation of female athletes. This study reports the results of a content analysis of representations of white and black female athletes in 92 magazines. Representations of black female and white female athletes in Sports Illustrated, Sports Illustrated for Women and Her Sports from two different time periods, 2000-2002 and 2004-2008, were compared. Results reveal that the race of the female athlete and the gender of the reading audience affect the depiction of the athlete as primarily athletic or feminine.