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Gender and Racial Source Bias in Sports Illustrated Kids, 2000-2009
Unformatted Document Text:  Gender and Racial Source Bias in Sports Illustrated Kids 5 devote only 5% to 8% of coverage to women's sports even though 40% of sports participation is by women (Adams & Tuggle, 2004). According to a study of ESPN’s nationally televised program SportsCenter, Duncan and Messner (2003) revealed that there was proportionately less coverage of women’s sports on SportsCenter than on local Los Angeles network affiliate sports news shows. SportsCenter’s male-to-female sports stories ratio was 15 to 1, whereas the network affiliates’ new shows had a ratio of 6 to 1. The percentage of time devoted to women’s sports was also lower on SportsCenter (2.2%) compared to the Los Angeles stations (8.7%). Historically, women in sports have been underrepresented and misrepresented in overall coverage despite increases in their active participation and opportunities. As the previous studies show, source bias and gender stereotypes and emphasis on gender differences remain abundant in sports media, including media targeted to children. Women, when present in the sports media, are frequently portrayed as fundamentally different from men in gender roles, body positions, personality traits, and sports played. Gender and racial discrimination in sport remains rampant, and sports media continue as a leading arena for the reproduction of dominant, traditional stereotypes of gender and race and of inequality between the sexes and races within written text and images (Sage, 1990; Smith, 2007). This study analyzed the use of sources in editorial content in Sports Illustrated Kids to determine whether these feature articles reflect actual participation rates in athletic competition based on gender and race. First published in January 1989, Sports Illustrated Kids is the only children’s sports magazine. It attracts a readership of approximately 8.1 million at a median age of 11 years old, of which 69% are boys and 31% are girls (“Readership and Circulation,” 2009). A breakdown of readership by race

Authors: Furrow, Ashley.
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Gender and Racial Source Bias in Sports Illustrated Kids
devote only 5% to 8% of coverage to women's sports even though 40% of sports 
participation is by women (Adams & Tuggle, 2004).   According to a study of ESPN’s 
nationally televised program SportsCenter, Duncan and Messner (2003) revealed that 
there was proportionately less coverage of women’s sports on SportsCenter than on local 
Los Angeles network affiliate sports news shows. SportsCenter’s male-to-female sports 
stories ratio was 15 to 1, whereas the network affiliates’ new shows had a ratio of 6 to 1. 
The percentage of time devoted to women’s sports was also lower on SportsCenter 
(2.2%) compared to the Los Angeles stations (8.7%).  Historically, women in sports have 
been underrepresented and misrepresented in overall coverage despite increases in their 
active participation and opportunities.
As the previous studies show, source bias and gender stereotypes and emphasis on 
gender differences remain abundant in sports media, including media targeted to children. 
Women, when present in the sports media, are frequently portrayed as fundamentally 
different from men in gender roles, body positions, personality traits, and sports played. 
Gender and racial discrimination in sport remains rampant, and sports media continue as 
a leading arena for the reproduction of dominant, traditional stereotypes of gender and 
race and of inequality between the sexes and races within written text and images (Sage, 
1990; Smith, 2007). This study analyzed the use of sources in editorial content in Sports 
Illustrated Kids to determine whether these feature articles reflect actual participation 
rates in athletic competition based on gender and race. First published in January 1989, 
Sports Illustrated Kids is the only children’s sports magazine.  It attracts a readership of 
approximately 8.1 million at a median age of 11 years old, of which 69% are boys and 
31% are girls (“Readership and Circulation,” 2009). A breakdown of readership by race 

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