Is It Time for a Victory Lap?

From a feminist perspective sport has been viewed for a long time as a sexist institution, male-dominated and masculine in orientation. And yet, in recent years, women have truly advanced in organized, competitive sport. In this context this article looks at the role of the media in relation to women and sport, reflecting on the literature which has accumulated over the past two decades in this field and considering the notion that more recently a shift in the coverage of women’s sports and female athletes has occurred. Through examining changes that did take place, this article shows that although women have gained some ground as far as media visibility is concerned, especially in major sporting events, it is far too early for a ‘victory lap’. By looking at findings of studies from the late 1990s and examining the media coverage of Marion Jones and Anna Kournikova this article shows that the type of coverage female athletes get has still a long way to go.