LAUSR

Gender inequalities in sports media are well-documented. This study focuses on sports news composition and how gender influences the prominence of sports news stories. The news-factors approach offers a causal explanation for the lower prominence (i.e. newsworthiness) of women's sports in TV sports reporting. Following this theory's perspective, athletes’ gender is supposed to work as a moderating variable on news values of news factors in sports reports. The content analysis of seven German sports news programs reveals whether the same news factors are treated unequally with regard to women's and men's sports in TV news coverage. The results show that women's sports are presented as less newsworthy than men's sports, although news factors do not differ significantly by gender. However, the moderation effect of gender does not cause lower newsworthiness. That means, e.g., sports women's successes are equally emphasized as the success of male athletes in sports news on TV, and gender does not lower the credits female athlete's success receive in any given news stories. Instead, the results suggest that gender works as a news factor of its own, reducing not the news value of certain news factors but the overall newsworthiness of women's sports in TV coverage. Thus, the results demonstrate that gender inequality in sports media does not necessarily come from journalists perceiving female athletes’ performance as inferior but from presenting women's sports less often and in a far less prominent way than men's sports.