Challenging the Gender Dichotomy: Examining Olympic Channel Content Through a Gendered Lens

Abstract

This study content analyzed 1,013 thumbnails of news episodes at the Olympic Channel through the lens of gender. By examining the percentage of pictures rendered to male and female athletes, themes, sports type, sexualization, subordination, and action level, this study uncovered that although some sex differences existed, the Olympic Channel—overall—showcased a high level of gender equality in visualizing male and female athletes in news thumbnails, especially considering that the pictures analyzed were collected from daily-based media coverage. This study is one of the first to explore gender differences in a media platform established by the International Olympic Committee, with implications outlined.