Where Are The Female Athletes In Sports Illustrated? A Content Analysis Of Covers (2000-2011)

We content analyzed more than 11 years of Sports Illustrated (SI) covers (2000-2011) to assess how often females were portrayed, the sports represented, and the manner of their portrayal. Despite females' increased participation in sport since the enactment of Title IX and calls for greater media coverage of female athletes, women appeared on just 4.9 percent of covers. The percentage of covers did not change significantly over the span and were comparable to levels reported for the 1980s by other researchers. Indeed, women were depicted on a higher percentage of covers from 1954-1965 than from 2000-2011. Beyond the limited number of covers, women's participation in sport was often minimized by sharing covers with male counterparts, featuring anonymous women not related directly to sports participation, sexually objectifying female athletes, and promoting women in more socially acceptable gender-neutral or feminine sports.