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How are women working in motorsport framed in online news coverage and media compared with men?
Manfré, Chiara (2025) How are women working in motorsport framed in online news coverage and media compared with men?
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| Abstract: | Aim: This study explores how women working in motorsport are framed in online media and news coverage compared to their male counterparts. While female visibility in motorsport has increased, questions remain about whether media portrayals reflect true inclusion or reinforce gendered stereotypes. Methods: A qualitative content analysis was conducted on 80 media items, including 50 news articles and 30 social media posts from LinkedIn and Instagram. Using a deductively developed codebook based on social role theory and role congruity theory, the analysis focused on identifying patterns in framing, narrative structures, and language use across gender lines. Results: The findings reveal consistent gendered differences in media representation. Women were frequently positioned as exceptions rather than normalized professionals. In contrast, men were overwhelmingly associated with performance-based language and normalized authority, often without reference to their gender. Also, women were subject to questioning of legitimacy and double standards, which were absent from male-focused content. Ultimately, social media platforms showed more progressive and competence-based portrayals compared to traditional news outlets. Conclusion: Despite growing female participation and diversity efforts in motorsport, media coverage continues to frame women through symbolic or gendered lenses. This reinforces structural inequalities and legitimacy in the sport. To achieve true inclusion, both media practitioners and motorsport organizations must shift toward competence-driven narratives and institutional change that transform gendered expectations. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Science BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/107079 |
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