Abstract:
Despite various attempts at achieving gender equality in sport, the media is still dominated by stereotypical representations of sportswomen. The purpose of the present research was to describe gender subjectivity and gender stereotyping in the visual portrayal of sportswomen in one of the largest South African sports magazines, and to determine the value of vector analysis as a visual-grammatical analysis instrument in identifying and opposing dominant ideologies. A literature review of published research on under-representation and stereotyping of sportswomen in the media was undertaken. The theoretical and methodological framework was Critical Discourse Analysis and Kress and Van Leeuwen's (1996; 2006) 'visual grammar', with specific emphasis on vector analysis. The types of vectors operating in visual representations and their relationship to the stereotypical constructions of sportswomen in the media were determined. Five photographs were critically analysed, one example from each stereotypical construct: ‘Athletic’ (the positive stereotype) as opposed to ‘homosexual’, ‘loser’, ‘model’ and ‘sex object’ (negative stereotypes) were identified. The most important conclusions are that sportswomen were predominantly stereotyped negatively in the sports magazine under scrutiny, and that vector analysis is a useful heuristic tool in identifying and confirming visual subjectivity.
