Sherry et al. (2016) states, "Nonetheless, it is clear that womens sport and mens sport receive different treatment by the media; through complex sexualising strategies (Shugart 2003, p. 1) in the textual and visual content, sexual difference and masculine hegemony are maintained in the sports sector."

Bruce (2019) mentions that "Over the past three decades we have amassed a large body of empirical evidence demonstrating that sportswomen are significantly more likely to be portrayed in ways that emphasize their femininity and heterosexuality rather than their athletic prowess."

"I mean that much of the research implicitly normalizes coverage of culturally valued mens sport as the ideal against which womens representation should be judged, emphasizes coverage that appears to marginalize sports-women, and focuses on differences rather than similarities between women and men (Markula 2009). As a result, although this work has exhaustively documented some of the main default settings of mediasport, it has barely acknowledged others," (Bruce, 2019).

"It may be, then, that men are readily portrayed by the media as athletes first because being an athlete in consistent with the traditional male role (Coackley & White, 1992). However, for women, being an athlete contradicts the convential female role, and thus media coverage emphasizes other aspects of their "femaleness"." (Knight & Giuliano, 2001).

"The sports media, then, can reinforce deep-rooted ideologies and stereotypes, but also has the potential to resist sex-role stereotyping by promoting female athletes as talented performers worthy of respect and emulation," (Weber & Carini, 2013).

"At no other time in history have women had as much personal encouragement or as many opportunities to to participate in sport as they do now, yet coverage of women's sports still lags behind men's in both quantity and quality," (Knight & Giuliano, 2001).

Research from Weber and Carini (2013) states that "There is emerging evidence that coverage of female athletes may be slipping from already thin levels. Televised sports coverage of females has dropped since 2004, and coverage in 2009 dipped to its lowest level in at least 20 years."