There are many factors that contribute to the absence of media coverage for women's athletics. Men's sport is dominant, underfunded and lacks role models. These and a lack of consistency in media coverage make the absence of women from sport a serious problem. These issues can be countered by the media doing a better job in covering women's sporting events.
Absence of a consistent presence
The study shows that almost 80 percent of all televised sport news programs don't include stories about women sports. These stories, while shorter, are partially overshadowed partly by stories on men's sport. Even though the study was done prior to the COVID-19 outbreak, the amount of coverage of women’s events in sports has increased. It also cites recent ESPN investments to air WNBA matches.
Subfunding
Despite the NCAA's efforts to ensure equal funding, the improvements have been insufficient. For one, the NCAA's rules are not staggered and games are not broadcast simultaneously. Another problem is that women are still underrepresented in coaching positions. Even though this has been an issue for decades, it remains an issue even today. The changes, while welcomed, are a step towards the right direction.
Men's sports dominance
Media coverage of women’s sporting events is heavily dominated and dominated by males. While gender asymmetry can temporarily boost the story of a certain women's sport/team, it doesn't always lead to greater coverage of other women-related sports. Asymmetric gender mark often mixes with local parochialism or obscures the success of the local men's sports team.
Manufacture of no role models
The media has become the main source of information for the younger generation, but female athletes are rarely represented. This creates a shortage of role models to young girls. In media, there is little to no role model for young girls. This perpetuates the socialization of gender roles in a different way. These are some of the ways media outlets can better represent female athletes and increase their viewership. This is just a beginning.
Investments not being made
There are very few studies on gender differences in investments in sport. Very little research has looked at why managers invest more money in men's sports than in women's. And sponsorship spending is becoming more strategic. But why? Let's investigate the matter. Women's sports have long suffered from tokenism. Major brands view investing money in women as a PR game.