Isenberg Professor on Media Images of Female Athletes

August 28, 2013

Advertisers and the media have traditionally emphasized a female athlete's attractiveness in endorsements and in other media presentations, observes Janet Fink, an associate professor in Isenberg's Mark H. McCormack Department of Sport Management. Fink, who studies consumer behavior and media and marketing depictions of female athletes, was frequently cited in "Sex Sells: Trend May Be Changing," a news article on the ESPNW web site.


Research, notes Fink, demonstrates that "each time a female athlete is pictured in a sexualized way, it diminishes the perception of her athletic ability." Research, she adds, has another message for mainstream media--that the next generation wants to see its female athletes simply as athletes. Read more