PORTRAYAL GUIDELINES - Olympic Channel
NDER-EQUAL, FAIR AND INCLUSIVEREPRESENTATION IN SPORT2021 Edition
ContentsPortrayal GuidelinesGender-equal, fair and inclusive representation in sportThis is the second edition of the Portrayal Guidelines created for theOlympic Movement stakeholders, in line with the IOC Gender Equalityand Inclusion Objectives for the 2021-2024 period. These call for theimplementation of “gender-equal and fair portrayal practices in allforms of communication” across the IOC, at the Olympic Games andthroughout the Olympic Movement – whose members are, in turn,encouraged to adopt and adapt these Guidelines according to culturalcontexts. This edition updates the 2018 Portrayal Guidelines, whichwere created as one of the recommendations of the IOC Gender EqualityReview Project.2
ContentsPortrayal GuidelinesGender-equal, fair and inclusive representation in sport3Contents1234Introduction5Portrayal defined06Part one: The context. Recognisingstereotypes and changing the clichés07Terms to know08Portrayal in sport: key barriers to date09Reframe the narrative10 Sport as a driver of equality andinclusion: a collective responsibilityand opportunity11 Part two: The practice. Adopting fairand balanced portrayal practices12Content and editorial13Imagery14Language and terminology16Coverage and airtime17Interviews and commentary18 Part three: Taking action. Checkliststo facilitate implementation19Portrayal in sport checklist20How sports organisations can facilitategender-balanced coverage21Tracking your output23Additional resources24References
ContentsintroductionSport is one of the most powerful platforms for promotinggender equality and empowering women and girls, and sportscoverage is very influential in shaping gender norms andstereotypes.At the International Olympic Committee (IOC), we know that theOlympic Games are an incredible spotlight. They are a uniqueand powerful platform to showcase the universality and diversityof sport to people across the globe, and particularly to womenand minority communities, who are often discouraged fromgetting involved in sport due to not seeing themselvesrepresented within the prevailing sports cultures and media.The two weeks of Olympic coverage are a rare time whenwomen’s sports and sportswomen – irrespective of nation, race,religion, sexual orientation or socioeconomic status – are likelyto make the headlines. But outside that period, both the quantityand quality of women’s sports coverage remain inconsistent andlimited in comparison to that of men.Sport has the power to shift how women and minorities areseen and how they see themselves. As leaders, communicators,content creators and media outlets within the sportsmovement, we set the tone as to how sportspeople and athletes– globally – are pictured, presented, described, talked aboutand represented, i.e. portrayed, across all forms of media andcommunication.The following Guidelines are intended to raise awareness of what constitutesgender bias across the various aspects of portrayal within the sporting context, andhow this can be overcome to ensure our content and communications are moreinclusive, balanced and representative of the world we live in.Portrayal GuidelinesGender-equal, fair and inclusive representation in sport4
ContentsPortrayal definedAt the IOC, we define portrayal as follows:The language (words and expressions),images and voices used, the quality andquantity of coverage and the prominencegiven, when depicting individuals or groupsin communications and the media.It’s as much who you show orwrite/talk about as how you showthem or write/talk about them.It’s the words, narrative and tone.It’s the images and voices.It’s the context and framing.Beyond genderWomen, much like men, are not a homogenous group, nor arethey solely defined by their gender identity. All individuals havemultiple intersecting identities. Other social markers ofdifference such as race, ethnicity, religion, nationality, culture orsexual orientation (to list but a few) inform a person’s identity.Balanced portrayal practices should also ensure that thediversity and intersectionality within and among different groupsare both considered and reflected. After all, not all sportspeoplelook or sound the same, nor do they experience life exclusively as“women”, “men” or “athletes”.Portrayal GuidelinesGender-equal, fair and inclusive representation in sport5
ContentsPortrayal GuidelinesGender-equal, fair and inclusive representation in sport1 THECONTEXTRecognising stereotypes and changing the clichésGender-based preconceptions, stereotypesand social norms have led, and continue to lead,to a difference in treatment between genders.One of the difficulties in this area is knowingwhat the terms mean and understandingthe concepts. This second edition of thePortrayal Guidelines presents some contextand definitions to help guide your presentationof gender, and in particular women in sport.“ Stereotypes, discriminatorysocial norms and a lackof representation remainsome of the most pervasivebarriers to gender equalityaround the world.”Phumzile Mlambo-Ngcuka,Executive Director, UN Women6
ContentsTerms to knowSex: assigned at birth and refers to the biological characteristicsthat define a person as female, male or intersex(World Health Organization).Gender: refers to socially constructed roles, behaviours, activitiesand attributes that a given society considers appropriate forwomen and men (UN Women).Unconscious bias: an association or attitude about a personor social group formed beyond our control and awareness(Catalyst 2019).Gender stereotypes: preconceived ideas on women’s andmen’s traditionally assigned roles, attributes and characteristicsaccording to whether they are female or male. For example, therole of women has generally been confined to the domesticand family sphere (OHCHR 2014). Negative stereotypes anddiscriminatory attitudes ultimately perpetuate gender inequalityand hold back change (UN Women 2020).Gender-neutral language: when the language being usedis not gender specific (EIGE 2018), meaning with no specificreference to a particular sex or social gender but ratherconsidering people in general. Using gender-neutral or genderinclusive language avoids words and expressions which couldbe interpreted as biased, discriminatory or sexist, instead placingwomen and men at the same level, and helping reduce genderstereotypes (UN Women 2017).Gender balance in communication: the process of integratinga gender perspective or lens into all aspects of an organisation’sstrategies and initiatives, and into its culture, systems, operationsand communications. Applying a gender lens means factoringhow your decisions impact genders differently.Gender bias: prejudiced actions or thoughts that affect a personor a group of people based on their perceived gender. Genderbiased language either implicitly/unconsciously or explicitly/consciously favours one gender over another, leading to unequaland/or unfair treatment. It is a form of gender discrimination(EIGE 2018).Portrayal GuidelinesGender-equal, fair and inclusive representation in sport7
ContentsPortrayal GuidelinesGender-equal, fair and inclusive representation in sport8PORTRAYAL IN SPORT: KEY BARRIERS TO DATEIn the context of sport, research and testimonials have thus far repeatedlyshown that there are some fundamental differences in the treatment betweengenders in sport. Here, we outline some of these recurring gender biases andchallenges as background and context to why portrayal in sport is important.In summary, there are three overarching challenges specific to women’s sportand sportswomen:1. UNDER-REPRESENTATIONOF WOMEN IN SPORTWith a small exception during the OlympicGames and other major international sportsevents (Women’s Sports Foundation 2020),there is a global lack of coverage of women’ssport and sportswomen, with the vast majority ofresources and exposure focused on men’s sport.Sports deemed “gender appropriate” are morelikely to be covered (e.g. women’s gymnasticsand men’s boxing vs women’s boxing and men’sgymnastics).4%12%OF SPORTS MEDIACONTENT ISDEDICATED TOWOMENOF SPORTSNEWS ISPRESENTEDBY WOMEN(UNESCO 2018)(UNESCO 2018)3. GENDER FOCUS FIRSTSportswomen are more often than not definedfirst by their gender (women, female) or genderrole (wife, mother, feminine), and then as anathlete, which is not the case when it comes tosportsmen (Cambridge University Press 2016).Male athletes are framed according toheterosexual “heroic masculine ideals” valorisingstrength, endurance and courage (Hanson 2012).Irrespective of gender or sexuality, and no matterwhat a person looks like, the primary focusshould be on their skills and achievements.20%THE AVERAGE PERCENTAGEOF ACCREDITED MEDIAPERSONNEL AT THEOLYMPIC GAMES WHO AREWOMEN (IOC 2020)Women are also underrepresented in leadershipand sports media at all levels.2. LACK OF RECOGNITIONIn sports coverage, there is a disproportionatefocus on sportswomen’s “off-court” characteristics (physical appearance, clothing andpersonal lives), with the emphasis often placedon their looks ahead of their athleticism, sportingperformance and abilities.Women's sport is generally given a qualifier, e.gwomen's football, whereas men's sport is not:simply football rather than men's football. This"gender-marking" specific to women's sportimplies that men's sport is the norm (CambridgeUniversity press 2016).Only 2 female athletesamong top 100 highest-paidathletes in 2020(FORBES 2020)10%THE AVERAGE PERCENTAGEOF ACCREDITED COACHESAT THE OLYMPIC GAMESWHO ARE WOMEN(IOC 2020)“ Men aren't immune fromcomments about theirphysique, such as whenwearing tight trunks, butwomen get it more and it'smore important because ofthe history of inequality”.Anna Watkins, British rower and doubleOlympic medallist, London 2012
ContentsREFRAME THE NARRATIVEBeing told that you run like a man or throw like agirl, that a certain sport isn’t appropriate becauseyou’re of a certain gender or that you have eithera manly or girlish figure Derogatory commentssuch as these, and pressures to conform tofeminine or masculine stereotypes and ideals,are harmful to those participating, and wantingto participate, in sport. They can ultimately leadto girls and boys abandoning sport entirely.And yet sport can be a great driver of equalityand inclusion, showcasing athletes and sportspeople from all walks of life excelling on theOlympic stage and at the highest levels of sport.It’s time to make sure that we flipand balance the script.Portrayal GuidelinesGender-equal, fair and inclusive representation in sportTo move away from this WSNENWESWSWSNENEIRAN’S FEMALELE’S FEMAIRANSKIER BLAZESR BLAZLESSKIEATRAI TOL TOA TRAIPYEONGCHANGPYEONGCHANGhey might as well“The“Ty mightllbe standinasg webe standing in thine themiddle of the mall”middle of the mall”WSNENWESShShe shoewshowed off hepost-epdreoff hrgnanecry fipost-pregin Begijninangcy sfitgsuure urein Beijinmg last slaummer merhe girls’ cycling team”“The“Tgirls’ cycling team”bratesstar celeNewvolleyballceleNNs NowSexsyNowbratesall starNN NewSexy volleybturning a year older@newsnow@newsnow38m38mturning a year olderh, the chicks“Ah,“Athechicksare crying”are crying”IRAN’S SKIERIRAN’SSKESIERBLAZBLAZAESTRAIL TOA TRAILTOPYEONGCHANGPYEONGCHANGhe gymnsasts“The“Tgymnasttheir vrytoryicethineir victo icjoinreeicjoreminatineg thedoermdinoating thafteraftpeotin”tion”titipemcomcoWSWSNENEedal winnerGold-ml winner wed t Beijingld dohery couyldcouBeijingdoher bod rld ChampationsshipsWoWorld Championshipng team”“The“Thewomwomen’s en’scyclicycling team”News Now@newsnow38mNewsNN NowKenyan volleyball sensation marksNN Kenyanvolleyball sensation marksanother milestone in her life@newsnow38manother milestone in her lifeofoems malleisrsedfoeethrfo towards this,a more bias-free andinclusive narrative.9
ContentsPortrayal GuidelinesGender-equal, fair and inclusive representation in sportSPORT AS A DRIVER OF EQUALITY AND INCLUSION:A COLLECTIVE RESPONSIBILITY AND OPPORTUNITYWith the record participation of female athletesat the Olympic Games, and the acknowledgedspotlight and increased visibility that comeswith major sports events, there is a primeopportunity for sports organisations and leadersto call and strive for a more balanced and fairrepresentation of genders.Sport is in a unique position: To help change the conversationand defy negative stereotypesand gender norms. To generate new strong, positive,and diverse role models. To promote and demand balancedcoverage and a fair portrayal ofsportspeople in all their diversity– irrespective of gender, race,religion, sexual orientation orsocio-economic status.Diverse and empowering portrayals of athletes,coaches, officials and all those who make up thesports ecosystem have a positive impacton participation in sport, coaching andleadership. It is an opportunity to grow and tapinto new audiences and generate more interestand engagement, in particular among youngergenerations who increasingly see sport as justthat – sport.Ensuring gender balance in portrayal is a smallbut incremental step on the path to genderequality, and a critical stepping stone toinfluence behaviours and change attitudes.Sport can ultimately model a culture thatreflects equality, respect for diversity andinclusion, within and beyond sport.84% of sports fans (justover half of whom weremen) are interested inwomen’s sportaccording to Nielsen research (2018) conductedin Australia, France, Germany, Italy, New Zealand,Spain, the UK and the USA. Women’s sport is alsoseen as more “progressive” and “family-orientated”,“cleaner” and more “inspiring” than men’s sport.“ No Gambian has ever competed at the WinterOlympics. [ ] Amadou Krubally saw me competeat the 2018 Winter Olympic Games for Ghana.He got inspired, reached out to me and starteda winter sport federation for the Republic ofGambia. I felt so proud to see my fellow Africanbreak barriers and challenge the status quo.”Akwasi Frimpong, Ghana’s first Olympicskeleton athlete, PyeongChang 2018“ A woman on the cover doing hersport and the focus on her face.She was the whole package. It washer body, her fierce determination. Right then I knew I wantedto go to the Olympics. I just hadto go out and find a sport.”Jennifer Heil, Canadian Olympic moguls champion, Turin 2006,talking about seeing American heptathlete Jackie Joyner-Kerseeon the cover of Sports Illustrated in the summer of 199210
ContentsThe PracticePortrayal GuidelinesGender-equal, fair and inclusive representation in sport2 ThepracticeAdopting fair and balanced portrayal practicesThis section includes a series of suggestionsand tips to consider how to overcome biasacross the various aspects of portrayal withinthe sporting context, and ensure we adoptgender-equal and fair-portrayal practices in allforms of communication and content output.“ In 2018 we were veryencouraged by howthe first edition of theGuidelines was receivedby our broadcastingcolleagues covering theOlympic Games. We trustthis second edition willfurther inform the mediacommunity so that fairand gender-balancedcoverage becomes acornerstone for us all.”Yiannis Exarchos,CEO, Olympic Broadcasting Services andExecutive Director, Olympic Channel11
ContentsPortrayal GuidelinesGender-equal, fair and inclusive representation in sportCONTENT AND EDITORIAL1Clear and balanced editorialdirection and tone of content2Bold and compelling storytelling3Get creative and enrich your content withhighlights, documentaries, profile seriesor special features. Whether it’s athletesto watch or lesser-known pioneers, lessonslearned through overcoming adversity orcomebacks from injury or illness, sporting tips orperformance analysis and career progressions –there is a gold mine of incredible human storieswaiting to be told. After all, a good story is a goodstory, irrespective of who the protagonist is.Consistency is keyClearly, it is not possible to anticipate gender representation in news and current events – you can’tgive an account of something that hasn’t happened.All content needs to be based on editorial merit.However, you can strengthen your storytellingaround women’s sport and sportswomen toenhance visibility and consistency of coverage,introduce new voices and build a following.It is also possible – and necessary – to besensitive to gender in the way in which thecontent is packaged and presented. Whenpackaging editorial content, careful attentionto gender portrayal should be factored intotone, style, language, framing and imagery.Tip: Create a databaseDevelop a specific database for womenin sport with contacts of female athletes,coaches, sports scientists, leaders andexperts you can refer to as sources.Track your editorial and image data on yourdigital platforms (websites and social mediaaccounts) to ensure diversity and genderbalance in the number of articles, profiles andimages published.Tip: Review your platformsAsk yourself: How easy is it to find women’ssport updates and content on yourplatforms? Is this content accessible via yourhomepage in the same way as men’ssport? Is the content up to date and of equalquality to your men’s coverage?Review your platforms and count howmany clicks it takes/check how far downa user has to scroll to find content onwomen’s sport.Women are more thantheir gender and menare more than justathletes. They are allpeople with full livesand diverse interests.12
ContentsPortrayal GuidelinesGender-equal, fair and inclusive representation in sport13IMAGERYStories are told through images, whether still or moving. Theway we use images must reflect the diversity that exists amongsports, athletes and fans, but it must also factor in equality andbalance – both in quality and in quantity.As the saying goes, a pictureis worth a thousand wordsAt all times, keep these visual guidelines in mind:Active, authenticand respectfulvisual imagerywhich portrays sportspeople in their environment.Avoid passive,sexy imageryof sportspeople whichreinforces stereotypes.If an athlete, female or male,suffers a wardrobe malfunctionor unfortunate incident aroundclothing (item of clothing that splitsor tears or inadvertently revealsmore of the body than intended),reframe the shot/image and/ordelete it to respect the integrity ofthe athlete.Athleticism andsporting prowessshould be the focus of theimagery.Give equalexposureCapturediversityto all the athletes in teamsports as much as possible.among sportspeople in termsof gender and other dimensions such as sport, ethnicityor age.Do not focusunnecessarilyon looksDo not focus toomuch or only onthe same athlete(e.g. make-up, hair, nails),clothing or intimate body parts(e.g. crotch shots, cleavage,backsides), especially if itdoes not relate to an athlete’sperformance.within the team unless it linksto sport and performance.Ensure there arenot significantlymore images ofone gender orcommunityin relation to the other.Balance strength,power and speedwith gracefulness,agility, and elegancein athlete imagery.Avoid reinforcingfeminine andmasculinestereotypesor focusing solely on “genderappropriate” sports.Tip: Curate a gender-balanced photo gallerYIn video coverage, avoid lingering“reveal” shots from head to toe.Think “sport appeal, not sex appeal”.Getty Images curated a ‘Best of Women’s Sports’ editorial and creativecollection in partnership with the Women’s Sport Trust in the UKfeaturing the world’s top sportswomen in action. For more inspiration,visit: www.gettyimages.co.uk/resources/sportingwomen
ContentsPortrayal GuidelinesLANGUAGE AND TERMINOLOGYSpecial attention should be paid to the use oflanguage (expressions and communication)and terminology (vocabulary) in commentary,headlines or articles in print or digital.Use bias-free language and avoid genderstereotypes, expressions or words that comparewomen to men and/or imply the superiority ofone gender over the other.For example:She swam “like a man/beast” to win that race.She swam with determinationto win that race.She’s the next Michael Phelps.She’s an extraordinary athlete.It’s going to be a “catfight”.It’s going to be an excitingcontest or It’s going to bea tough battle between twostrong competitors.If the gender identity of the person is known, thenit is legitimate to refer to that individual’s gender(e. g. she/he, him/her). However, substitutegender-specific terminology for gender-neutraldescriptions when a person’s gender is notknown or in a mixed gender group.For example:his/hertheirher/himthemGender-equal, fair and inclusive representation in sport14
ContentsPortrayal GuidelinesGender-equal, fair and inclusive representation in sport15LANGUAGE AND TERMINOLOGYBelow is a list, by no means exhaustive,of some other general principles:When referringto peopleAlways use “female/male”,women/men and not girls/boys,unless referring to minors.The use of “ladies” isinappropriate when “men”is being used. The termshould be women. Thesame applies for usingthe term “girls” when“men” is being used.Ladies is appropriatewhen used with theterm Gentlemen, as ina speech: “Ladies andGentlemen”; or when it isan official title, e. g. “SirJohn and Lady Smith”.PronounsDo not assume a person’s genderidentity. Always ask them directly,and unless the gender of theperson is known, avoid usinggender-specific pronouns (she/he, him/her). Rather, in suchcases, the plural (they/them/their)is acceptable. For example:Each athlete mustalways have hisaccreditation on him.Nouns and proper namesSportsmanChairmanSportsperson/ athleteChair /Chairperson(or sportsman/sportswomanwhen referring to aspecific individual)AnchormanAll athletes arerequired to alwayshave their accreditationon them.SpokespersonThe athlete is requiredto always have theiraccreditation on them.Similarly, when referring to amixed-gender group, the neutralplural should be used.MankindHumankind /HumanityAnchorSpokesmanORAdjectivesWhere possible, use gender-neutral terms, for example:Cameraman /CameramenCameraoperator /Camera crewBoyfriend/girlfriend orhusband/wifePartner /spouseAvoid making evaluative commentson an individual’s appearance.When describing an athlete’sperformance, use adjectives thatapply to both women and men.For instance:use words such as:beautiful, powerful,strong, graceful,athletic, determined,dominantnot gendered or sexistdescriptions e.g. sexy,girly, manly, like aman, etc.Tip: Flip the genderSwap the gender of theperson you are talking orwriting about. If the resultseems strange, there maybe a bias.
ContentsPortrayal GuidelinesGender-equal, fair and inclusive representation in sport16COVERAGE AND AIRTIMEThe IOC believes women’s and men’s events are of equalimportance, and this should be reflected in their treatment. It istherefore important to show and celebrate sporting journeys andachievements – irrespective of gender, race or sexual orientation– with the same passion, respect and consistency throughout theyear, and beyond Olympic cycles.In broadcast activities– coverage of events,interviews, athleteprofiles, commentary,etc. – ensure as much as possiblethat equal airtime and coverage aredevoted to women’s and men’s sport.The intent is to balance both the duration and scheduling of the coverage.When preparing articlesand publications, bothprint and digital, as far aspossible women and menshould be given equal exposure toensure that the reporting is balancedbetween the different genders. Avoidexcessive focus on only one gender.The quality (production)of women’s and men’ssports coverage and thepresentation of athletesshould be equal. Neither gendershould be favoured.Tip: Mix it upLeverage any bargainingpower you have whennegotiating media rightsfor your sports events totie in coverage of women’s competitions and/or of female athletes (or ofthe under-represented gender in yoursport) to promote more balancedcoverage.Tip: Work with RHBsWork closely with Rights-HoldingBroadcasters to build a strong narrativearound your sport and introduce your athletesin the lead-up to your major competitions.Adapt your competitionschedule to host women’sand men’s events closelytogether and/or change thetimes to ensure women’s teams andfemale athletes are not an “openingact” or playing during “off hours”.The competition schedule plays a critical role in coverage disparity. The final weekend, andin particular the last Sunday of the Olympic Games, is a prime broadcasting moment. AtPyeongChang 2018, the IOC adapted the competition schedule to ensure gender balanceboth in medal events and in hours of competition for the last day of competitions, givingequal prominence and exposure to both women’s and men’s sport. Substantial progresshas also been made between Rio 2016 and Tokyo 2020 to make the Olympic Gamescompetition schedule gender balanced and set the direction for future Olympic Games.
ContentsPortrayal GuidelinesGender-equal, fair and inclusive representation in sport17Interviews and commentaryWhen conducting interviews with athletes or theirentourage, or commentating on the field of play,avoid gender-driven questions and statements.For example: when interviewing a femaleathlete on the field of play, avoid asking abouther husband/partner/children, unless shevolunteers the information herself. Interviewersseldom ask male athletes whether their wives/partners/children are proud of them.“ I don’t identify myselfon the tennis court asa mother. I still identifymyself as a tennis player.Me being in the quarterfinals,I didn’t get there by beinga parent. I got there bybeing a tennis player.”DON’T – Attribute success for afemale athlete’s achievement to hercoach/entourage (“here’s the manwho made it all possible”). Credit fora male athlete’s success is seldomattributed to the coach/entourage.DO – Do recognise that an athlete’sachievement is a team effort.Tip: Mind your toneResearch has demonstrated thatthere is a “stark contrast between theexciting, amplified delivery of storiesabout men’s sports and the often dull,matter-of-fact delivery of women’s sportsstories”. When commentating on sportor interviewing athletes, inject the sameenthusiasm, interest and professionalism, irrespective of gender.Victoria Azarenka, Belarusian tennis playerand Olympic gold medallist, London 2012Tip: Diversify your voicesDiversity is needed as much on screenas behind the screens and microphones,in the workforce, at all levels. Considerwhether your pool of commentators orinterviewers represents a mix of gendersand backgrounds.Tip: Media training for athletesOffer athletes media training opportunities to prepare them to be interviewed bythe media. Via its Athlete365 platform,the IOC provides athletes with a personalbrand toolkit to help them understand their self-portrayal and developtheir personal brand: olympics.com/athlete365/personalbrand/“ As a kid, I just felt like Ididn't really have anyoneto look up to that I feltlike I could really relate to,someone that was out andgay and also competing insports and finding success.”Gus Kenworthy, American Olympic freestyleskier and slopestyle silver medallist, Sochi 2014
ContentsPortrayal GuidelinesGender-equal, fair and inclusive representation in sport3 TakingactionChecklists to facilitate implementationSport can be a great driver of equality and inclusion,showcasing athletes and sportspeople from all walksof life excelling on the Olympic stage and at thehighest levels of sport. As leaders, communicatorsand content creators in sport, we are in a uniqueposition to set the tone and help change theconversation and defy negative stereotypes. Togenerate new strong, positive and different rolemodels. To promote balanced coverage – bothin quantity and quality – and fair and inclusiveportrayal of sportspeople in all their diversity.“ They’re the same gestures,the same medals, the sameemotions; it’s the samedesire to win, the same pride,the same power to inspireall those watching. It’s notwomen’s sport; it’s sport.”Tony Estanguet,President, Organising Committeefor the Olympic Games Paris 202418
ContentsPortrayal GuidelinesGender-equal, fair and inclusive representation in sportPortrayal in sport checklistRemember:It's as much who you showor write/talk about as howyou show them or write/talk about them.The IOC believes women’s and men’s events are of equalimportance, and this should be reflected in their treatment.It’s therefore important to show and celebrate sportingjourneys and achievements – irrespective of gender, race,or sexual orientation – with the same passion, respect andconsistency throughout the year, and beyond Olympic cycles.Check your contentCheck your imageryCheck your wordsCheck your ‘voices’Equal editorial attention,where possibleBe balanced and steer awayfrom gender stereotypesUse neutral language that canbe used for all individuals andgroups of individualsDiversify your storytellers andpropose gender-balanced anddiverse panels, spokespeople,trainers, role models, etc.Ask yourself:Ask yourself:Ask yourself:Ask yourself:Are there considerably morestories and profiles of one genderover another?How are you framing your questions and storytelling? Considerif they are gender-driven orsport-driven.Are you packaging your contentand presenting women’s andmen’s sport with the sameenthusiasm and quality?Is there a gender balance acrossthe images being used?Are women represented in anactive and empowered position,and equally visible and prominent?Is the focus of the images onperformance and sport instead ofaesthetics?Are you using masculine forms(he/him) in generic references,i.e. when referring to an unspecified group of people? Or beinggender-neutral (they/them)?Are you using descriptive wordsand expressions that can apply toanyone?What voices are being heardand in what capacity (e.g. as anauthority or expert)?Are women and minority voicesspeaking for themselves?Are your storytellers from differentgenders and backgrounds?
there is a global lack of coverage of women's sport and sportswomen, with the vast majority of resources and exposure focused on men's sport. Sports deemed "gender appropriate" are more likely to be covered (e.g. women's gymnastics and men's boxing vs women's boxing and men's gymnastics). Women are also underrepresented in .
Olympic Winter Games medals Olympic Winter Games posters Olympic Summer Games posters Olympic Summer Games mascots Olympic Winter Games mascots The sports pictograms of the Olympic Summer Games The sports pictograms of the Olympic Winter Games The IOC, the Olympic Movement and the Olympic Games The Olympic programme evolution Torches and torch .
Olympic Summer Games posters Olympic Summer Games mascots Olympic Winter Games mascots The IOC, the Olympic Movement and the Olympic Games The Olympic programme evolution The Olympic stadiums of the Summer Games The sports pictograms of the Olympic Summer Games The sports pictograms of the Olympic Winter Games .
unfair portrayal of women and men in advertising. Although recent studies have shown that the portrayal of women in advertisements has gotten a lot better recent analyses have still shown that television media portrays women the same way in the past. These stations include ones such as prime time and MTV which air commercials that still depictFile Size: 1MBPage Count: 20Explore furtherChanging portrayal of women in advertisingbestmediainfo.comChanging the Portrayal of Women in Advertising - NYWICInywici.orgSix stereotypes of women in advertising - Campaignwww.campaignlive.co.ukHow Women Are Portrayed in Media: Do You See Progress .www.huffpost.comRecommended to you b
Olympic Games and other Olympic Games marks, mascots, pictograms and posters, the wordmarks "Olympic", "Olympic Games" and "Olympiad", the Olympic motto "Citius, Altius, Fortius" and any English or other language translations of the same, and other Olympic-related terminology.
debut of women's boxing at the London 2012 Olympic Games to be a great success. The International Federation believes that the Olympic programme will benefit from including women's boxing in future Olympic Games. Lastly, the boxing competitions at the London Olympic Games received great support and participation from the public, television,
Olympic Committee than our dear colleague His Serene Highness Prince Albert of Monaco. Having participated in five Olympic Games as an athlete and being a Head of State now, he embodies the spirit of the Olympic Agenda 2020 which is about safeguarding the Olympic values and strengthening sport in society.
12 Sport and art in Ancient Greece 21 13 Sport and art in the modern Olympic Games 22 14 Logos and mascots 23 15 The Olympic Museum 24 16 The Olympic sports programme 26 17 The Youth Olympic Games (YOG) 27 Contents. 5 ACTIV
“The Olympic object”, which presents an Olympic patrimonial object Physical games to put the Olympic values into practice (In collaboration with mobilesport.ch and Cool & Clean). “Resources” with additional documentation for teachers (books, articles, teaching aids, - in French). THE OLYMPIC VALUES AND FAIR PLAY
