Women athletes’ representation on Instagram: A feminist critical discourse analysis of Spanish media coverage during the Paris 2024 Olympics

Abstract

Media coverage plays a crucial role in gender equality within sports. A common concern in sports news is the under-representation of women and the focus on non-sporting aspects, such as their esthetics or personal lives. Based on the aforementioned arguments, this study aimed to analyze the representation of women athletes through Instagram narratives in Spanish sports media during the period corresponding to the Paris 2024 Olympic Games. The data collected consisted of 241 posts from Marca, Relevo Deportes, and La Tarjeta Morada, framed in the period corresponding to the Olympics. The methodology employed in this study is primarily qualitative, incorporating quantitative data to provide contextual background for the findings. While the frequency of publications and audience interactions was quantified to outline general trends, the core of the analysis relies on Critical Discourse Analysis to examine the narratives in depth. The findings not only confirm that women are under-represented in sports media, but also that the coverage reinforces traditional roles and stereotypes through gender-bland sexism and femvertising. Furthermore, the media's focus is still mainly on their personal lives, emotions, and esthetics, while the excessive use of the term “feminine” regarding sports contributes to the gap. In conclusion, this study highlights the need for critical thinking and feminist media literacy as pedagogical tools to avoid unequal discourses.