NEW YORK, NEW YORK - APRIL 15: Caitlin Clark poses with WNBA Commissioner Cathy Engelbert after ... [+]
After the 2024 WNBA Draft, which garnered the highest viewership in league history peaking at 3.09 million people on Monday evening, Caitlin Clark made her first appearance as a member of the Indiana Fever on Wednesday. Clark joined General Manager Lin Dunn and Head Coach Christie Sides for a media session at Gainbridge Fieldhouse. Despite the overwhelming excitement surrounding Clark's WNBA debut, as evidenced by the size of the reception that exceeded any previous Fever coverage, she, like many women athletes, could not avoid the objectification perpetuated by the media.
Among the journalists in attendance was Gregg Doyel, a columnist from The Indianapolis Star. During his opportunity to pose a question to Clark, Doyel mimicked her trademark heart gesture, which is a ritual she shares with her family after each game, famously featured in a State Farm commercial. Upon recognizing the gesture, Clark acknowledged its significance. Doyel then said, "Start doing it to me, and we’ll get along just fine." Doyel's objectification of Clark is not an isolated incident, but rather emblematic of a broader institutionalized media trend that diminishes the accomplishments of women athletes and undermines their excellence.
Objectification Of Women Athletes
RIO DE JANEIRO, BRAZIL - AUGUST 11: Gold medalist Simone Biles of the United States poses for ... [+]
Elite women athletes frequently endure inappropriate treatment from the media, including sexualized harassment that undermines their accomplishments and perpetuates harmful stereotypes. It is not uncommon for their achievements to be overshadowed by superficial commentary on their appearance, personal lives, or comparisons to men counterparts. As a result, the objectification of women, whether in sports or other domains, goes beyond mere sexualization and also encompasses demeaning communication practices. Previous studies have highlighted how objectified media interactions with women athletes serve to further contribute to their marginalization and devaluation.
Beyond the recent occurrence faced by Clark, another glaring example is the treatment of tennis star Serena Williams, whose phenomenal success has too often been eclipsed by discussions about her body, clothing choices, and demeanor on the court. Despite her numerous Grand Slam titles and undeniable skill, media narratives have sometimes reduced her to stereotypes or focused on trivial aspects rather than her athletic prowess. Similarly, gymnast Simone Biles, one of the most decorated gymnasts in history, has faced sexist scrutiny in the media. Coverage of her performances has sometimes veered into discussions about her hair, makeup, or perceived demeanor, rather than celebrating her exceptional talent and dedication.
The Business Case For Safer Treatment
The effects of objectified media coverage and interactions extend beyond mere frustration and discontent, impacting consumer behavior with significant implications for leagues and teams. Previous studies have found that objectified coverage of women's sports adversely affects viewership, fan engagement, and overall perceptions of women's sports, particularly among those who have never watched women's sporting events before. According to this research, promotional materials that objectify women's sports generate the lowest expectations for events, indicating that such objectification indeed diminishes the appeal of women's sports to potential new viewers and consumers.
NEW YORK, NEW YORK - APRIL 15: WNBA Commissioner Cathy Engelbert poses with the draftees prior to ... [+]
If leagues, teams, and media outlets continue to permit this behavior by reporters it will undoubtedly affect the growth potential of women’s sport. According to Kavitha Davidson, sports journalist and author, “the double standard of objectification hinges on the double standard of the treatment of men's and women's sports. When mostly men fans and commentators sexualize women athletes, it's most often in the service of undermining the legitimacy of women's sports.” While some of this behavior may be based on implicit socialization, it nonetheless serves to diminish the abilities and accomplishments of these elite women athletes.
