In the study, Mediaaffairs shows a significant increase in the visibility of women in sport. Study author Maria Pernegger But I don’t want to see this as a general trend, but also see it as a consequence Women’s World Cup last summer, for which the ORF had secured the broadcast rights.
Why is equality progressing so slowly? “In some sports, the image has long been cultivated that they are primarily played by men,” said Media scientist Jörg Matthes most recently in the KURIER. “This is of course wrong, but once it gets into people’s minds, it can only be changed slowly.” Especially because media (must) be strongly oriented towards the audience.
ORF as a driving force
When analyzing the TV channels, the study found a big difference between the presence of female athletes in the ORF (34 percent) and Hello TV (1.2 percent). But this also reveals another phenomenon: the Salzburg private broadcaster reports a lot about Motorsport, where women hardly play a role. On the ORF, however, the broadcast time for women’s sports increased significantly due to the aforementioned World Cup in Australia and New Zealand.
“The ORF has caught up a lot in recent years,” says study author Pernegger, who also sees the station as a kind of driving force for print reporting: “If a competition, for example in women’s ski jumping, can be seen live on ORF, The print media is also more likely to report on it.”
By private car to the away game
For Pernegger, the phenomenon is not just a media phenomenon, but rather an interaction between politics, society, media and business.
“Media presence is an underestimated topic that affects the level of awareness, appreciation, career opportunities and financial situation of female athletes.”
Due to a lack of financial resources, many women spend their own money in order to be able to practice their sport Basketball’s Lisa Zderadicka explained in the KURIER-Sport Talk. “Often there is simply a lack of financial resources. We’re not even talking about paying the players. Only three out of eight teams in the Bundesliga have a bus with which they can travel to games. The others drive private cars and have to do so Go back tired of the match.”
Through Equal Play Day, the Viennese woman hopes that it will become natural for girls to see top athletes.
“If I’m not visible as an athlete, I won’t be able to make a good living from sport,” says Pernegger. Visibility means more sponsorship – more sponsorship money means a higher level of professionalism. At the same time, female presence creates female role models who, in turn, can encourage young girls to take up sports and thus ensure a higher standard in the long term.
2024-03-01 01:33:04
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