Representation of Sports Women in the Media: A Case of the New Vision and Daily Monitor Newspapers in Uganda

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Uganda Christian University
The main objective of this study was to analyze the representation of sports women in the two Ugandan leading dailies, the New Vision and the Daily Monitor. 619 articles that were published in both papers from January 1st to April 30th, 2016 were analyzed to examine the prominence given to women in sports stories, considering story placement, size of the stories, frequency, and the presence of female sources. Employing a quantitative content analysis approach, the study aimed to address a notable research gap concerning media discourse, gender, and marginalization in sports coverage. Theoretical frameworks such as agenda setting, framing, and liberal feminism were utilized. Results revealed disparities in the coverage of sports women compared to their male counterparts, even in newspapers purportedly advocating for gender equality. These findings underscore persistent challenges in achieving gender parity in sports journalism and call for efforts to enhance the visibility and representation of women in sports media.