Abstract

Within the arena of sport, as throughout society, traditional definitions of femininity and masculinity have established and maintained gender differentiation. The authors’research examines this pattern in intercollegiate athletics by analyzing National Collegiate Athletic Association media guide cover photographs. They find gender differentiation in the depiction of women and men athletes. For example, women athletes are less likely to be portrayed as active participants in sport and more likely to be portrayed in passive and traditionally feminine poses. These differences changed little between 1990 and 1997. The findings suggest that while one might expect less gender stereotyping from the teams themselves, the gendered images produced by intercollegiate athletic programs vary little from those produced by the popular press.