Under the federally mandated Title IX, NCAA athletic departments are directed to offer balanced promotional and informational coverage between men’s and women’s sports. This study examines how gender is represented in photographs on the Instagram accounts of prominent NCAA athletic departments. Findings indicate mixed results: female athletes, when showcased, receive similar promotional efforts to their male peers; their athleticism is highlighted; and fan engagement metrics are as high as male sports. However, female athletic achievements are overwhelmingly underrepresented, suggesting equality is still deficient.
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