Who gets the coverage? A systematic literature review of female athletes’ gender representation in sports media

This systematic literature review aims to critically examine and synthesise the representation of female athletes in sports media, addressing persistent gender inequalities despite significant improvements in women's sports participation. The analysis is framed by gender performativity theory and hegemonic femininity to critically interpret media's role in constructing gender norms. Following PRISMA Statement guidelines, the study analysed 64 articles sourced from the Scopus and Web of Science databases from 1994 to 2024 to explore media coverage patterns, including spatial, temporal distributions and key contextual issues. Findings were categorised into three key themes: coverage proportion, sport-type coverage, and gender stereotypes. The review identifies ambivalence as a central characteristic of female athletes' representation in sports media. Female athletes remain underrepresented and are often associated with gender-appropriate sports, while some studies reported improvements in both their visibility and representation in specific contexts. The gender stereotype theme further uncovered that female athletes were predominantly portrayed through lenses of sexualisation, family roles, and emotional narratives, with limited emphasis on athletic performance. However, emerging narratives portray them as professional athletes, challenging traditional gender stereotypes. This review integrates feminist theory and sports sociology, identifies critical research gaps across geography, media type, and methodological scope, and provides a comprehensive understanding of female athletes' portrayal in sports media.