Newswork, News Values, and Audience Considerations: Factors That Facilitate Media Coverage of Women’s Sports

Substantial research indicates that women’s sports and female athletes gain only a small fraction of sports media coverage worldwide. Research that has examined why this is the case suggested this can be attributed to three particular factors that govern sports newswork: the male-dominated sports newsroom, ingrained assumptions about readership, and the systematic, repetitive nature of sports news. This study sought to explore women’s sports coverage using a different perspective, exploring cases where women’s sports gained coverage. It identified Australian newspapers that published more articles on women’s sports, relative to their competitors, and conducted interviews with both journalists and editors at these newspapers. It found that small, subtle changes to the three newswork elements that had previously relegated the coverage of women’s sports now facilitated it. This research provides evidence that, at least in some newspapers in Australia, sports newswork has developed to include the coverage of women’s sports.