Vonn Watch: Sports Illustrated Cover is Predictable

2 02 2010

Sports Illustrated February 8, 2010 Cover

I’ve thought to myself and predicted out loud that leading up to the 2010 Vancouver Olympics that we would see a LOT of Lindsey Vonn in the media.

Vonn is first a GREAT athlete, but she also represents norm of feminine attractiveness. The combination of athleticism and attractiveness make Vonn the likely poster girl of the US Olympic Team, and the media hasn’t disappointed in constructed her as such.

Not to be left out, Sports Illustrated is featuring Vonn on their February 8,2010 cover (pictured here). For those of you who follow SI Covers, know that female athletes are RARELY featured on the cover.

2007 Sports Illustrated Covers Featuring Women

Over the last 60 years researchers have shown that about 4% of all SI covers have portrayed women.

When females are featured on the cover of SI, they are more likely than not to be in sexualized poses and not in action–and the most recent Vonn cover is no exception.

NOTE: Please read my follow up post below in the comments section, in response to blog readers differing opinions about this post.

Follow up response:

I’ve been getting a lot of comments in this particular blog. It seems I’ve touched a nerve and many disagree with my interpretation of Vonn on the cover of SI. And many of the comments provide alternative perspectives, which is good for discussion. First, let me say I am a fan of Vonn. I have nothing against her and am proud she is a Minnesotan. I am also not saying that Vonn thrives on the attention of the sport media, or seeks it out. I believe she is being covered so frequently because of the combination of the skill, accomplishment, AND her appearance. I have to disagree that this pose in “in action”. In sport media research, we would code this Vonn cover as a passive shot. She is not actually ON the slope skiing, with her helmet on. She IS in a posed tuck position in an attempt to simulate what actually skiing would look like. Yes she is “in uniform” but not her complete uniform and she appears to be on the slope. Picture this as a way to frame what I’m trying to get at: Picture a male ski racer in a similar pose on the cover of SI, smiling at the camera. Would we see that? How would you react to that picture, verses the picture of Vonn? As one blog commenter seemed to hint at, this pose is “ok” because she is hot and sexy, so she is nice to look at. How would “we” feel if the female skier did not meet normative standards of feminine attractiveness (i.e., she was “ugly”) and was in the same pose? I appreciate everyone’s willingness to share their opinions.

Some have brought up a good point that male athletes have been photographed in similar poses, and I do not deny this fact. However, the argument is that because female athletes only receive 6-8% of all sport media coverage regardless of the medium, that when we DO see them it is MORE LIKELY in poses that highlight traditional gender norms, femininity and framed in a way that can be interpreted as sexualized. So yes, Ohno or Kitt have been on the cover in similar ways but we will more likely see male athletes in action, on the court/ice/mat, and in their uniform that we will female athletes, this is a proven fact over the last 25 years of sport media research. -nml

Follow up Part 2 (2/6/10): Thank you to everyone who has submitted a comment. I have approved a sampling of the hundreds of comments that are representative of the varying opinions about this cover and issue. As you can read in the “About This Blog” tab, my goal with this blog is “help readers see the issues I write about with a different perspective (not necessarily one that you agree with)”. It is clear not everyone agreed with the critique of the Vonn SI cover and that is the point, to stimulate dialogue about an issue.  If you are interested in one explanation as to why this post generated so much discussion and attacks on me personally , click here.

Follow up Part 3 (2/8/10): This blog got so much exposure due to the fact it was picked up by USA Today, Yahoo Sports, and more recently CoCo Perez, among other media outlets.


Comments : 76 Comments »
Tags: , , , , , , , , , , , ,
Categories : research, sport media, sport sociology, women & girls in sport

Sexism Alive & Well, Even in Paintball

31 01 2010

This will be short post, as you’ve come to learn, sometimes at One Sport Voice pictures tell the story better than I could blog. One of my graduate students (Thanks AN!) found this picture while she was playing paintball this weekend. (Does one “play” paintball? What is the proper terminology?… because that sounds wrong.) This reminded me of a calendar that one might find hanging in car repair shop break room.

Picture found at paintball locale "Easy to love, Hard to leave"


Comments : Leave a Comment »
Tags: , , , , , , , ,
Categories : sport marketing, sport sociology, women & girls in sport

And We Wonder Why Some Girls Aren’t Physically Active?

29 01 2010

This morning a colleague sent me this article from ESPN.com about another ban on head scarves for Muslim female athletes. When I see this and other  stories, it makes me recommit to the work I do at The Tucker Center.

It its well documented that females are less physically active than their male peers at all ages, and that girls of color are less physically active than their White counterparts. There are two great reports that summarize the plethora of research on girls, physical activity and health and developmental outcomes–The Tucker Center Research Report: Developing Physically Active Girls (2007), and The Women’s Sport Foundation’s Her Life Depends On It (2009).

Some of the work I do with my graduate student Chelsey Thul, examines the barriers to physical activity of East African girls here in the Twin Cities. We have the largest East African diaspora in the US, and the East African girls in our community find in very challenging to be as physically active as they’d like to be.  They talk about wanting to be physically active but also desire to remain true to religious and cultural norms. If you want to see a great film that documents the challenges Iranian Muslim women face who desire to compete in an international soccer match with a German team, be sure to watch Football Under Cover.

The ESPN.com story illustrates exactly how challenging it can be for Muslim girls and women to be physically active. When are leagues and sport organizations going to enact inclusive policies that encourage and facilitate physical activity and sport participation for EVERYONE?


Comments : Leave a Comment »
Tags: , , , , , , ,
Categories : health, research, sport sociology, women & girls in sport

What Do Fans of Women’s Sport Want to See?

25 01 2010

Leading up to the Winter Olympics in Vancouver the US Women’s National Hockey Team has been training here in Blaine, MN and going on tour to play exhibition games to prepare. I had the opportunity to support the team and watch two games over the winter break. While at the game I saw the program (Thanks to The Good Dr.!) and immediately felt my blood pressure rising. This program, which was being sold at both the games I attended, looks nothing like the team’s online media guide. The program starts out appropriately as you can see with the Team Roster picture. As you flip through the program, you see pictures of the team in “street clothes” and get a synopsis about “The Player” and “The Person” in the “Get To Know ‘Em” centerfold section (scroll down to see pictures of program pages). Why is this problematic?

For decades sport media researchers have demonstrated that female athletes (compared to their male counterparts) are much more likely to be pictured out of uniform, off the ice/court, and in poses that depict femininity and/or sexiness. Where are the pictures of the team IN THEIR UNIFORMS and IN ACTION? These women are some of the best female hockey players in the world!

Marketing the athlete-person duality of female athletes has become the default strategy for a majority of sport marketers in the last five years. Where did this strategy come from? Who decided this was the status quo? Is it based on research pertaining to what is effective in marketing female athletes and women’s sport? Is this what fans of women’s sport want to  see? I want to to see the evidence! Some of the evidence that I and colleagues have collected indicates that fans of women’s sports and female athletes attend because of the athleticism, not because the athletes are cute “girls next door” or look good in a sundress.

So here is my question: Are the “Get To Know ‘Em” pictures, what fans want to see or have fans been sold these images so they do not know any different?

My logic: If marketers continually pitch the athlete-person duality, this is what fans see and expect, and it becomes the norm, so fans think they like this approach. But what if consumers only saw images of female athletes IN ACTION, IN UNIFORM, DOING WHAT THEY DO BEST? Would that become the expected and the norm? I really want to know when and who decided that to successfully market elite female athletes that a “personal”/ human interest component has to be included. It is also not coincidental that a good portion of the “Team Tidbits” in the bottom picture below reinforce very feminine, traditional roles for women.

NOTE: In the Qwest Tour program, in which these 3 images were taken from,  I counted only 4 action shots in the entire 37 pages program.

RELATED NOTE: Do fans really want to see pictures of tennis player Venus Williams’ flesh-colored underwear? I would argue they do not, but when the media covers and makes it “newsworthy” then fans and general sport consumers are told this is important and begin to pay attention. I am wagering that more people know about V. Williams’ underwear than how she is playing in the Australian Open. Newsflash: female tennis players have been wearing “flesh colored” underwear for years. However, when the “flesh” color matches that of an African American skin tone it becomes international news.

US Women's National Hockey Team Roster page

US Women's National Hockey Team "Get to Know 'Em"

US National Women's Hockey Team Tidbits


Comments : 3 Comments »
Tags: , , , , , , , , , , , , , , , , , ,
Categories : sport marketing, sport media, sport sociology, women & girls in sport

An All-White Basketball League?

21 01 2010

If anyone thought we are living in a post-racial era in the U.S., click here and then read below.

A NASSS colleague sent an email this morning about a new basketball league (All-American Basketball Alliance) for White Americans. To be admitted and eligible to compete in the league one must be “natural born United States citizens with both parents of Caucasian race”.  What?

In the story are many outrageous quotes by Don “Moose” Lewis, the commissioner of the AABA, who claims the reasoning behind the league’s roster restrictions is not racism. “There’s nothing hatred about what we’re doing,” he said. “I don’t hate anyone of color. But people of white, American-born citizens are in the minority now. Here’s a league for white players to play fundamental basketball, which they like.” Lewis said he wants to emphasize fundamental basketball instead of “street-ball” played by “people of color”.

To see the local TV station news broadcast click here.

Even more interesting are the readers comments at the bottom of the story and the video.


Comments : Leave a Comment »
Tags: , , , , , , ,
Categories : sport sociology

Paying Youth Athletes for Performance

16 01 2010

A colleague forwarded me an e-news from sports-media.org that contained an article titled Cash For Goals in Youth Soccer: Adults Gone Wild. When I give parent education clinics as part of a research-based educational program I helped develop called Parents Learning About Youth Sports (PLAYS), I always include a brief section about paying children for performing.

Why is it brief?

Because the take home message for sport parents is this: NEVER pay your child for scoring goals, winning matches, or accomplishing some performance standard…NEVER. Just don’t do it.

The sports-media.org piece gets at some of reasons why this is not a good practice, but I’d like to elaborate.

Researchers have demonstrated that giving extrinsic rewards (like $$) for an activity that is already inherently fun and enjoyable (like sports), can undermine intrinsic motivation. We want kids to play sports and be physically active because they love it, its fun, they meet friends, learn new skills, enjoy competition and thrive on striving to be the best they can be. If adults offer monetary rewards for scoring goals, the primary focus is on scoring goals and success is defined in terms of scoring goals…not because sport is fun and enjoyable. The classic studies around this phenomena involve collegiate athletes who obtain an athletic scholarship. Many collegiate athletes are good at their sport because they love it, but some play only in hopes of obtaining a full-ride. For some of the very few who actually do obtain an athletic scholarship (and the odds are VERY low according to the NCAA), they often face diminishing intrinsic motivation. They’ve worked so long and hard to get the scholarship, and that is how success was defined, that once they get the scholarship, sport has no meaning and is no longer is enjoyable. I’ve seen this far too often with collegiate athletes in my classes.

When intrinsic motivation doesn’t exist or is undermined by adults, athletes will more likely to experience anxiety, burnout and dropout, and will also experience less enjoyment, satisfaction, well-being and optimal performance, and positive development.

If you want to read on your own about the self-determination theory, and learn about the complexities pertaining to why paying youth athletes is a terrible idea, I encourage you to go here.

What should parents do to foster intrinsic motivation, instead of paying their child-athlete?

Based on the evidence, I suggest a few simple things as a starting point:

  • attend the event and look like you are engaged (i.e., don’t read the paper or talk on your cell phone)
  • cheer only when someone does something good & cheer for everyone’s children, not just your own
  • refrain from yelling instructions or “coaching” from the sidelines
  • offer unconditional care, regardless of the outcome or the performance

Comments : Leave a Comment »
Tags: , , , , , , , , , , ,
Categories : research, sport parents, sport psychology, youth sport

Vonn isn’t “heavy” she’s a great athlete!

14 01 2010

In the last week Austrian coaches claimed downhill skier and USA Olympian (and fellow Minnesotan!) Lindsay Vonn was heavy, which they said gives her a competitive advantage. Really? Are you sure she isn’t one of the best skiers because she is an amazing athlete who trains hard?

I was called by local WCCO TV reporter Heather Brown to comment on this issue. I didn’t know where to start, there were just so many angles of this story. Here are my thoughts:

1. From a sport psychology perspective, the Austrian coaches could of purposely leaked the comment to the media to distract Vonn’s attention away from optimal performance. That appears to have backfired, as Vonn responded as a mentally tough athlete would by choosing not to comment much and use it for fuel to further motivate her. Vonn’s response was that of a champion. She couldn’t control what was said, but the did control how she responded. Point Vonn!

2. From a sport media perspective, the comment about Vonn’s weight is yet another example of how the focus on female athlete’s appearance seems to be more important than her performance. Serena Williams is constantly being criticized for being “too big and muscular” and people seem confused as to how a woman so “big” can be so good. Yes we do hear comments about male athlete’s bodies, but it is rarely about appearance…it is about strength, power, speed. I doubt we will hear an Austrian coach discuss Bode Miller’s weight. When a female athlete dominates her sport and her body doesn’t conform to the traditional feminine norm,  she comes under surveillance. Think of South African sprinter Caster Semenya from this summer.

The Vonn comment is a bit unique because the coach said her “extra weight” gives her a competitive advantage. It reminded me of similar comments made about Danica Patrick, when opponents claimed she had a unfair competitive advantage because she weighed less than the males drivers.  The point is, comments about a female athlete’s weight is a way to minimize her performances, and “explain” why she excels rather than attributing winning to athleticism.

3. Lastly, the weight comment conveys to young girls and female athletes that emphasis is placed on what the body looks like, than what it can do. Constant media messages like the Vonn comment socializes girls and women into becoming obsessed on physical appearance, rather than on health, well-being, and optimal performance.

As head into the Vancouver Olympics keep a close eye on how the media constructs Lindsey Vonn as the poster girl for the team.

Note: to read the transcript from Brown’s piece click here


Comments : 4 Comments »
Tags: , , , , , , , , ,
Categories : coaches, sport media, sport psychology, sport sociology, women & girls in sport

Advice for Sport Parents: How to help your athlete make tough decisions

6 01 2010

Recently one of my hockey teammates asked me advice on how to handle a situation with her 14 year old teenage son.  The son is a high level gymnast who has potential for a collegiate scholarship. He must travel out state to attend meets at his level, and often misses out on social events with friends.  One of the biggest meets is occurring next month in his home state, a meet that would give him exposure to college coaches.

The dilemma: he was asked for the first time to attend a Sadie Hawkins dance (where the girl asks the boy). He was elated but it conflicted with the important meet in his own backyard. His absence from the meet, since he is an in-state standout, would raise eyebrows from the coaching community.  His parents feel he should attend the meet but he is so excited to be asked out by a girl for the first time that he really wants to attend the dance.

My advice: Talk with him openly and ask him to identify the pro/cons of attending or not attending the gymnastics meet. Let him come up with both sides, rather than telling him what you (the parents) think. Tell him the decision is his and there is no wrong/right decision, only the one he makes. Tell him that whatever he decides, you will support his decision and love him unconditionally. The skill of making hard decisions, being able to weigh both sides, be comfortable with the decision, and live with the outcome is a life skill. Allowing for and teaching the child-athlete some autonomy in decision making is important for optimal development. If he does indeed attain a college scholarship, the ability to make the “right” decision and deal with conflicts between social engagements, training and competition will inevitably occur, so teaching him decision making skills as an adolescent will serve him well later. I also stressed to the parents that one meet will likely not make or break his scholarship opportunities.

What should he do? What should the parents do? How would you handle this situation?


Comments : 2 Comments »
Tags: , , ,
Categories : sport parents, sport psychology, youth sport

The “Best” of 2009 and the State of Girls & Women in Sports

27 12 2009

As 2009 comes to an end, there are some trends for those who care about sports–particularly sports for females–that you should keep an eye on in the months to come. Many groups and organizations that have been cornerstones of advocacy, programming, outreach and research for girls and women in sports are in trouble or on the rumored brink of existing no more.  Yes, girls and women in sports have made major advances in participation in the last 35+ years, but gender equity has yet to be achieved, we now have fewer females in positions of power in sport leadership, and sportswomen are constantly under attack. Some stories from the past year put the fact that fighting for gender equity in participation, leadership, and media coverage, to name a few, are not issues of the past.

Under what criteria do organizations decide to shut down or “put out” important programs that make a difference in the lives of sporting girls and women? Who decides what is “out” and what is included?  Who is left out, and who continues to play, lead, and enjoy the benefits of sports, and be portrayed in what ways by the media?  What constitutes “A Real Life Out Clause?” This is real life and the consequences of the decisions of those in positions of power will continue to shape the future of sport for females in 2010 and beyond.

Consider the following, some of these topics I’ve written about in previous blogs, some I have not:

The Melpomene Institute for Women’s Health Research is struggling to survive in this economy.

The National Association for Girls and Women in Sport (NAGWS) “strives to be one of the premiere organizations dedicated to advocacy, education and the promotion of girls and women in sport”. There were rumors this year that AAHPERD, the parent organization of NAGWS, was discussing whether or not to keep or disband NAGWS. So far it appears it has survived.

It Takes a Team (ITAT) is being discontinued as a programming and outreach arm of the Women’s Sport Foundation. ITAT’s purpose was to “address LGBT issues in high school and college athletics… and make sport teams safe and respectful for all athletes regardless of their sexual orientation or gender identity”. To read more about  ITAT ’s “outing” go to former ITAT Director Pat Griffin’s blog post. Be sure the program is not being eliminated because homophobia in sports has been eliminated and is no longer an issue. Homophobia still exists and affects all athletes, coaches, administrators and those involved in sports.

The International Olympic Committee voted not to allow and include ski jumping for females, and endures as a sexist organization.

ESPN sports journalist Erin Andrews, one of the few in the profession, endured a terrible event where she was stalked and sexually harassed. Sportswomen also continue to be sexualized or erased in all types of media-print, broadcast and social.

In 2009 major “newsworthy” stories in women’s sport included “girls behaving badly” such as “extraneous and loud grunting” by one WTA player, a verbal attack on a line judge by another, and”overly aggressive” play by a collegiate soccer player, and the drunk driving of a WNBA MVP …not reports of stellar athleticism. Lest we not forget the obsession of the sex verification of runner Caster Semenya…which only came about because she was FAST, really fast.

Early last spring, when Tennesee Head Women’s Basketball Coach Pat Summitt won her 1,000th game, and Auriemma’s UConn Huskies won another national championship many speculated if they should coach men…the obvious pinnacle of any coach’s career. Interestingly, but perhaps not surprising, Summitt did NOT appear in Sports Illustrated “Coaches of the Decade“, but Auriemma did.

The WNBA lost a team, the Sacramento Monarchs, and another very successful team the Detroit Shock moved to Tulsa. I fear the WNBA is teetering on the brink of collapse in 2010, I hope I’m wrong. The WNBA now has 10 teams.

With 10 teams, The Lingerie Football League debuted its inaugural season in 2009 in cities across the US. According to the LFL website, the mission of the LFL includes: “the LFL will offer the ultimate fan experience providing unyielding access to players, teams and game action.” I fear the LFL will thrive and survive, I hope I’m wrong.

Women’s collegiate sports will never achieve gender equity unless real reform occurs unilaterally at the highest administrative level of institutions of higher learning. This was a clear message of the Knight Commission Report on Intercollegiate Athletics released in late 2009.

Earlier this year I critiqued a piece on ESPN.com titled The State of Uncertainty of Women’s Sports. I’m not certain if there is stability or uncertainty or both pertaining to women’s sports. What I do know, and these stories above (and many others not included here) provide evidence, that the work for those who care about sports for females is never done. We must work together to ensure girls and women in sports are not left out, or pushed out.

Stay tuned in 2010 for more information, and certainly more critiques, of these important issues. I’d also encourage you to visit the Women Talk Sports Network and read blogs by colleagues who also write about these issues here, here, here, here, here, and here.

Other WomenTalkSports posts of “Best of ‘09″:


Comments : 2 Comments »
Tags: , , , , , , , , , ,
Categories : leadership, research, women & girls in sport

« Previous Entries