Degree Name

Doctor of Philosophy


School of the Arts, English and Media


Legacy media have been shown to routinely marginalise women in the sports news and to devalue their athletic achievements in language and images that stereotype, sexualise and trivialise them. This study provided the first known investigation of digital media sports coverage and reporting practices at three national public service broadcasters – the ABC, BBC and CBC. It examined how and why their online representation of sportswomen offered little change to how sports news has traditionally been defined, reported and framed by the media. A content analysis was conducted during the 2008 Olympic Games in Beijing. Using online reports of women’s and men’s sporting events as its context, written portrayals of athletic performances as the texts, and hegemonic masculinity and framing as its theoretical framework, this study identified differences in how women’s and men’s sports were framed on the three broadcasters’ websites. The primary conclusion was that online sports journalism’s male hegemonic agenda remained largely unaltered.