Images of Sport in Popular Nonsport Magazines: Power and Performance versus Pleasure and Participation

Abstract

This research aims to analyze the relationship between sport and the gender order in society by focusing on sport-related images (N = 312) found in popular nonsport men's and women's magazines (N = 46). We find that sport images are often found in both men's and women's nonsport magazines, though these images are more common in magazines that target men. Interestingly, the types of sports portrayed differ greatly depending on the audience. Advertisers and media publishers emphasize images of power and performance sports for men, while pleasure and participation activities are more likely for women. We also note that when sport images contain representations of minorities, they do so in nonintegrated fashion. Hence we conclude that images of sport in nonsport magazines primarily serve to reinforce the existing gender and racial order.