While there are plenty of reasons for the lack of media coverage, three of the most common factors contribute to a lack of women's sports. Men's sports are under-funded, dominant, and have few role models. This combined with a low presence in the media makes the lack of women in sport a grave problem. These issues can be countered by the media doing a better job in covering women's sporting events.
Consistent absence
The study found that nearly 80 percent fail to include stories on women's sports in televised news programs. These stories, while shorter, are partially overshadowed partly by stories on men's sport. The study was completed before the COVID-19 pandemic. However, coverage of women's sporting events has increased. It also cites recent ESPN investments to air WNBA matches.
Funding insufficient
Despite the fact that the NCAA has been taking action to ensure equal funding of sports teams, the changes are still insufficient. The NCAA rules are not staggered, and the games are not broadcast simultaneously. The second issue is that women still have a low representation in coaching positions. Even though this has been an issue for decades, it remains an issue even today. While the change is welcome, it is not a significant step in the right direction.
Men's sports dominance
Media coverage of women’s sporting events is heavily dominated and dominated by males. While it can be a temporary boost to the story about a particular sport or team of women, it does NOT necessarily result in increased coverage of other female sports. Asymmetric gender marting often works in conjunction with local parochialism and obscures the local men’s soccer team's success.
Lack of role models
Media has become the primary source of information for younger generations, but female athletes are not represented as often. This results in a dearth of role models for young girls. A lack of role models in the media can lead to gender stereotypes being perpetuated. These are some of the ways media outlets can better represent female athletes and increase their viewership. This is just one example.
Investments not being made
Few studies have been done on gender disparities in sport investment. There has been very little research on why managers spend more money in male sports than women's. Sponsorship spending has become more strategic. What is the question? Let's investigate the matter. Women's sport has suffered from tokenism for a long time. Major brands view women's investments as a PR move.