This project examines how media language shapes the representation of women in sports, with a focus on coverage during the Paris 2024 Olympic Games. It investigates how journalists’ word choices—often emphasizing personal attributes like “femininity” or “determination” over athletic skill—can perpetuate gender stereotypes, limiting women’s recognition in sports and reinforcing broader societal inequalities. The case study centers on the high-profile media coverage of Algerian boxer Imane Khelif, whose Olympic performance was often overshadowed by commentary on her gender and appearance. Drawing on guidelines from the International Olympic Committee (IOC) and UN Women, which call for gender-equal, stereotype-free sports reporting, the project aims to promote fairer representation of female athletes, especially in global events that claim to advance gender equality.
The study adopts a multimodal analysis of 27 articles—nine each from Italy, Germany, and the USA—published between July and September 2024. For each country, coverage was sampled from left-leaning, centrist, and right-leaning outlets, with a preference for articles featuring images, recognizing their role in shaping public perceptions. Findings reveal clear political and national patterns: in all countries, left-leaning outlets defended Khelif and denounced discrimination, though sometimes still relying on stereotyped framing; centrist outlets adopted a balanced, non-polarizing tone; right-leaning outlets in Italy and the USA used more provocative and exclusionary language, questioning Khelif’s legitimacy (“women’s sport is dead,” “biological males”). In Germany, left and right showed less ideological division, maintaining a more inclusive discourse. Overall, Germany’s coverage was more balanced, while Italy and the USA exhibited sharper polarization.
The project’s main output is an educational brochure for students aged 12–19, designed to build awareness of gender bias in sports media. Using accessible language, visuals, and practical examples, the brochure highlights positive and negative portrayals, fostering critical thinking and encouraging young audiences to recognize and challenge discriminatory reporting practices.
