New Zealand women in sport: an untapped media resource

Abstract

This research assesses the level of media coverage attributed to sportswomen in New Zealand. It investigates reasons for the existing imbalance in coverage of male and female athletes and determines ways to redress this. A survey of seven newspapers and three television channels in New Zealand provided initial quantitative data. A Focus Group discussion was then convened between three of New Zealand's leading sports administrators, four media executives and three elite female athletes. This was to glean a variety of perspectives on the issue from those who impact on New Zealand sports reporting. Finally, twelve separate interviews were conducted with individuals, selected for their expertise in broadcasting legislation and media policy. Results from the quantitative segment found that women receive eleven per cent of newspaper and twenty per cent of television sports media coverage, backing up findings from previous surveys. This figure showed that there has been no significant increase in women's sports reporting over the last twelve years of recording. Policy and commercialism were the two themes extracted from the Focus Group and individual interviews, for in-depth analysis. It was found that public bodies have influence in both the television and newspaper industries, with some power to remedy a gender imbalance in sports coverage. Further, the policies of these organisations suggested such action was appropriate. However, for various reasons, which are explored in this research, women's sport has been overlooked or viewed as a low priority. The commercialism theme examined the place of women's sport within media decision-making processes and criteria. Again, for various reasons, as explored, women's sport was found to be an untapped media product with the potential to meet television and newspaper commercial imperatives.