Media presentation of female sports

In spite of unique and well acknowledged benefits from regular physical activity, women still present a vulnerable group in terms of physical activity and sport engagement. Comparing with males, females are underrepresented in sport of all level and in all sporting roles. At the same time, media presentation of female athletes is even more unfavorable. Inferior media representation of female athletes in relation to male athletes is apparent both by quantitative and qualitative aspect. Beside the less media coverage, female athletes are often marginalized, trivialized and degraded to sexual objects. Inadequate media presentation of female sports may influence on consumers attitudes and beliefs about female participation in sport and society in general.