Making gender count beyond 2010

The political rhetoric surrounding the 2010 FIFA World Cup is mediated as an African homecoming in the global embrace of economic and political super powers. The media’s role in perpetuating commercial sport, and particularly football, as a male bastion finds expression in the symbolism of this mega sports event. It is largely left to “sport plus” national and international initiatives to promote a more “human face” of football, and to
address social issues such as gender equality. Various national studies and hegemonic discourses provide evidence of gender logic in sport that perpetuates the marginalisation of girls and women from grass roots to national level (such as within Banyana Banyana in South Africa). Editors, broadcasting agents and sport
journalists should reflect on the gender web they so persuasively weave through exciting stories and beautiful pictures, entrenched in a brotherhood of untouchable supremacy.

ISBN: 978-1-920550-40-0
Publisher: Gender Links
Edition: 7th Edition
Year of Publication: 2009
Download : 10422_making_gender_count_beyond_2010.pdf