“We want to see you sex it up and be slutty:” post-feminism and sports media’s appearance double standard

Abstract

ABSTRACT The notion that women in the United States’ electronic sports media face greater standards of appearance is not new (Sheffer, M. L., & Schultz, B. (2007) Double standard: Why women have trouble getting jobs in local television sports. Journal of Sports Media, 2(1), 77–101). What has not been explored, however, is the persistence of this double standard through a Foucauldian lens. Using Michel Foucault’s (Foucault, M. (1978). The history of sexuality: Vol. 1, an introduction. New York: Vintage Books) power/knowledge paradigm, this Foucauldian discourse analysis uses one-on-one interviews with women sportscasters and textual analysis to grapple with this previously unexplored aspect of one of electronic sports media’s longest standing gendered double standards. Using these data, this article argues that post-feminist discourses (Gill, R. (2007) Gender and the media. Cambridge: Polity Press; McRobbie, A. (2004) Post-feminism and popular culture. Feminist Media Studies, 4(3), 255–264) have a mutually informing relationship with three manifestations of the electronic sports media’s gendered double standard of appearance: sportscaster hiring and retention, inequitable media consumer evaluations of on-screen appearance, and expectations for sportscaster dress, the latter of which have required many women to wear increasingly revealing clothing, a trend this article refers to as nightclubification. While post-feminist analysis explicates the nuances of the appearance double standard and the electronic sports media’s contributions to our culture’s constructions of gender relations, Foucauldian discourse analysis demonstrates how the appearance double standard has been taken for granted and how it might inform other obstacles women in the industry must navigate.