#Genderequalolympics – Quantifying gender bias in the online press during the 2024 Paris Olympics

Research question This research builds on agenda-setting theory in sport to explore and measure the extent of gender bias in the media representation of French athletes during the 2024 Paris Olympics.Research methods Following the creation of a database of all French athletes, this research used negative binomial models and zero-inflated negative binomial models to quantify gender bias in the media representation of French athletes during the 2024 Paris Olympics.Results and findings Gender bias occurred at most levels in the media during the 2024 Paris Olympics, outside event day. Despite on-field parity, male athletes received 1.61 times more media coverage in the three months after the event. This disparity was exacerbated by pre-event visibility, which had a stronger and more durable effect on men’s media presence than on women’s.Implications This study has implications for the media and the organising committee of the Olympics. Gender equality in the media representation of athletes should be at the heart of the legacy objectives highlighted by the International Olympic Committee (IOC).