DOI: 10.36347/sjahss.2015.v03i01.026

Pages: 187-191

Although more and more women are becoming active in athletics, they are not given the necessary attention in the newspapers like their male counterparts. Since the athletic women’s accomplishments are relegated and consigned to the background, they hardly get endorsements like their male counterparts. This study was aimed at finding out whether there were any differences in the presentation of Kenyan male and female athletes in the mainstream print media coverage of the August 2013 World IAAF Championship in Moscow, Russia. The findings of the study show that the media sometimes intentionally stereotype male and female athletes and the media’s aesthetics criteria are underpinned by gender differentiation. Male athletes, especially those who play traditional men’s sports, such as football, rugby and boxing, are portrayed as being physically strong and mentally tough with real ‘manly’ manners. Their sporting talents are highlighted as the reporting focus. By contrast, female athletes, even those who play traditional men’s sports, are portrayed as emotional and dependent on the support of their family and male coaches.