Women’s Portrayal in Sports Media

This comprehensive online course is designed to transform the landscape of sports communication by equipping professionals with the knowledge and tools to achieve gender equality in media coverage and institutional practice. It begins by examining the historical context and pervasive influence of gender bias and stereotypes in sports narratives, language, and advertising.

The curriculum provides immediate, actionable strategies for creating inclusive, gender-sensitive content by focusing on best practices for language, imagery, and developing compelling narratives that spotlight athletic skill, leadership, and achievement (femvertising principles).

The course offers a systematic approach to amplifying women’s visibility in all roles (from athletes to coaches and leaders) and guides sport institutions through the process of developing and implementing internal policies and training necessary for a permanent, equitable communication culture.