This article examines the media representation of Swedish elite sport from the end of the 1960s until the present day in terms of objectification, sexualization and pornification. During this period, Sweden became one of the world’s most gender-equal countries. Applying a critical qualitative textual analysis, the article shows that the media discourse on gender and sport is, however, not equal. Even if the discourse over time has become less condescending and less explicitly sexist, there are still more or less subtle allusions to women as a sex. From the latter half of the 1990s onwards, it is possible to talk of a pornification of sport which is strongly linked to market adjustment and commercialization. Since pornification affects women to a greater extent, the media image of Swedish elite sport becomes a bastion for the reproduction of inequality.
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