Professional paper
WOMEN IN SPORT (GENDER EQUALITY IN SPORT, MEDIA AND PUBLIC RELATIONS IN SPORT)
Martina Planinić
; Faculty of Humanities and Social Sciences, University of Mostar
Ružica Ljubičić
; PhD student at the Faculty of Humanities and Social Sciences, University of Mostar
Abstract
Sport is one of the world’s most important resources and an indispensable part of international
culture. Men and women participate in most sports from football, basketball, boxing to extreme
sports. The aim of this paper is to research gender equality in many aspects of sport, from equal pay,
sponsorship agreements, to scholarships as state support to talented athletes. The paper presents a
theoretical framework for defining sport and its significance. The media attitude towards sports is
discussed and the symbiosis relationship between sports and the media is emphasized. The focus of
the paper is on women in sports and their progress towards gender equality in all sports activities
from participation, coaching positions to management. An analysis of the results of the survey was
done. The survey was conducted on a representative sample of 201 respondents. The questionnaire
was on sports monitoring and key issues on equality in the choice of sports, media attention, equal
pay and sponsorship agreements as well as on prejudice against female athletes and career duration
and monitoring of women’s football given the growing popularity of the sport.
Keywords
sport; men; women; gender equality; equal pay; sponsorship agreements; media; prejudice; women in sport.
Hrčak ID:
251948
URI
Publication date:
27.1.2021.
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