Tangled and Bumpy Roads to Gender Equity: Socio-Cultural Insights from Media Stories About Olympic Athletes and Motherhood

With the 2024 Olympic Games touted as reaching gender parity (i.e., same number of female and male athletes participating), media conversations are continuing about elite athlete mothers. Researchers interrogating media stories of Olympic athlete mothers have shown that their sporting journeys are not straightforward due to tensions linked to gender (in)equity. In this paper we use narrative inquiry as a theoretical lens to explore “comeback themes” synthesized from published media studies of Olympic athlete mothers, along with recent examples of media stories of Olympic athlete mothers. We discuss four comeback themes that include: (in)compatible identities, super mums, veteran status/age, and exposing discrimination, and some implications for gender equity. The first three comebacks perpetuate gender ideologies of heteronormative femininity, good motherhood, ageism, and exceptionalism, which downplay equitable support and change. These themes, along with the exposing discrimination theme, also highlight shifting media representations of motherhood and sport whereby stories expose struggles, realities, and/or structural deficits. We reflect on these themes as a “tangled and bumpy road” to gender equity led by athlete mothers’ voices resulting in changes in maternity rights. These comeback themes show gains in gender equity for sportswomen and highlight areas where more work is needed. Future research recommendations include studying mainstream and social media spaces with an intersectional lens to expand understanding of media stories as pedagogical resources to learn more about motherhood, sport, and gender (in)equity.