ABSTRACT

Perhaps no other issue has frustrated, with good reason, women’s sports advocates over time more than this: the vexing and persistent practice of mediated sports producers – no matter the platform, no matter the time period – to ignore and marginalise female sports competitors. But why? There is, of course, more than one answer to this question, which has been pondered by mostly by scholars of sport sociology, who have looked at the issue through a variety of feminist lenses and through Gramsci’s (1971) notion of hegemony.