| Gender roles are constructed by societal values and ideologies. These ideologies are developed and perpetuated by those factions that harbor status and power (Miller, 1992). Inequities exist between groups as a function of the power held by the dominant or ruling group. Because society is based on the patriarchal system, male hegemony is the status quo. Females are generally considered subordinate to males.;This subordination is evident in day to day living and is perpetuated in the media (Lont, 1995). This investigation offered a review of literature encompassing the techniques and trends that are apparent in the print medium that continue to define and delineate the gender roles of males and females. Because sport is a reflection of societal beliefs, it is necessary to study the specific relationship between sports coverage and the practices employed by sports writers that perpetuate male hegemony in the sporting arena.;This investigation encompassed the analysis of specific gender related issues in newspaper coverage of boys and girls high school varsity basketball prior to and subsequent to Title IX. Number and size of articles and number and size of photographs were the focus of the project. Additional variables included the usage of sport/war metaphors, the usage of pronoun identifiers, asymmetrical graphic gender marking, and photographs that depicted athletes as active or posed. Two additional topics were gender stereotyped comments and instances of trivialization of female athletes. Trends in coverage were also considered.;Ten high schools were selected in the State of Kansas and local newspaper coverage was analyzed over four basketball seasons (1966--1967, 1976--1977, 1986--1987, and 1996--1997). Several statistical tests were applied to the data. In addition, qualitative data was discussed as well as emergent themes that occurred throughout the course of the investigation.;The findings revealed coverage was significantly disparate between boys and girls prior to the implementation of Title IX. However, in subsequent years coverage was more equitable. These findings contrast with those reviewed in the literature in that local newspaper coverage of local sports was more equitable than regional and national coverage of collegiate, national, and international competitions. |
