Sports continue to be considered inappropriate for women and girls because of historical and socially constructed characteristics. Sports has been historically associated with masculinity. This critically has meant two things; first, girls and women, from their childhood have been actively discouraged from participating in sports or choosing sports as a career, or even watching sports, and told time and time again that “sports are for boys”; and second, they are mistreated and discriminated against in numerous ways across the field.
Societal construction of gender roles has meant that from their childhood, people are expected to recognize and abide by the gendered norms in place. From a young age, girls are told that sports are not for them, and they should stick to activities like singing or dancing. Even if they are allowed to participate in sports activities, they are restricted to “feminine sports” like handball or gymnastics. This is bad in two ways: first and most important; it denies women of their very basic right of choice, and second, the point at which these norms are in place and girls are discouraged from sport, fewer women actually do engage in sports, and the image that sports are not for women is redeemed. Realistically, how many women participate in sports should not be a deciding factor in whether they should be encouraged to play; it's their choice. But in the status quo, this just creates a vicious cycle that discourages women from participating in sports and then discouraging them because they do not participate “as much”.
Best case scenario: women fight all barriers, all stereotypes, break all chains, and are able to follow their passion and participate in sports. Then they are, again discriminated against, pushed below the ladder again, and again, and again. In leagues and companies, they are often made to do things that come out of sexist narratives built by society, they are told to lose weight, to go back home, or are simply looked down upon because they are women. They do not get sponsorship because they “do not have a market”, and they do not get a market because they do not have sponsors and deals to get higher viewership. They do not get equal pay. They cannot report sexual assault because they’ll just be kicked out of the deal or the company, and there aren’t even women in power to ensure the least security.
Let's then, look at the marketing of sports. Due to systemic sexism, women athletes are marketed by leagues and brands simply as models for the sport. Audiences and brands view female athletes as brand ambassadors, but never athletes and players in their own right. The idea that women are not fit for sport but only for advertising and marketing is promoted, and societal norms firm in place are again entrenched. But even if they are marketed properly in the very best case scenario, they simply don’t get enough of it. To quote WNBA player Elena Donne; “When you put millions of dollars into marketing athletes and allowing fans to get to know a player they develop a connection with someone or something you are more engaged and continue to want to see/learn more. How is anyone going to get to know me or any of my colleagues if we aren’t marketed as much?”
Speaking up, then, becomes the only option for female athletes, which again, they can’t do, because they would either be cast aside and overlooked for team selections and deals because of their views, or they would simply not make an impact. Filing a complaint would, in the vast majority of cases, not be effective, because of the lack of representation or the lack of women at the top, and it would be quietly shoved under the table.
Conclusively, what happens is women are systemically put down and discouraged from pursuing their interests in sports by a rigidly sexist society. In the best-case scenario where they do enter into sports, they are looked down upon by their male counterparts and forced into sexist narratives. They are then marketed as feminine and beautiful, but not as women athletes holding their own. Brands and leagues do not market women’s sports properly because “they do not produce as much revenue”, which, ironically, is because they are not marketed and encouraged as much. Due to this, there is then a huge gap in pay and treatment. This results in fewer and fewer women taking up their interests in sports because they know they will not be able to go far. Lo and behold, not many women enter sports, and “it isn’t for women”. This vicious cycle pushes women deeper and deeper and condemns them to the consequences of a sexist society.
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