‘Is she married, single or available?’ Standing out and blending in as a woman working in sports media

Abstract

Women working in sports media contend with unwanted attention during their careers, extending beyond evaluations of their knowledge to encompass judgements of their appearances and emotional management. Using Banet-Weiser’s framework of popular feminism, within the ‘economies of visibility’, this research explores the experiences and strategies of women in sports media as they navigate increased ­visibility. Working as a researcher-insider, the first author conducted semi-­structured interviews with seven women working in sports media (early career to 35 years’ experience), working in the UK and/or Ireland, across TV, radio, print and/or online formats. Collaborative reflexive thematic analysis by both authors resulted in the construction of two themes around ‘heightened visibility’ (including a subtheme of standing out) and ‘blending in’. The findings indicate that while women are increasingly visible in the industry, the gender dynamics and conditions of the sports media workplace have not progressed to the same extent.