“The sexualization of women athletes is not a new topic. The physical appearance of women athletes has been the most frequently used aspect of publicity regarding women and sport and has been a reality for over a century,” says Dayna Daniels, professor at the University of Lethbridge in the departments of women’s studies, kinesiology and physical education.

 “In the world of sport, women are still seen to be intruders in a male domain,” she says.

“Less than 15 per cent of Canadians are physically active enough to gain health benefits from their activities; girls and women are on the lower end of this participation scale.”
This could be because sport is traditionally deemed as male or masculine.
The extreme nature of feminization and heterosexuality is evident in an overwhelming majority of media images used to showcase women athletes.
They are portrayed with fantasy, rather as skilled and accomplished athletes.
 “As very young children we take our bodies and identities pretty much for granted but still quite seriously,” says Daniels.
They are not yet being moulded and shaped to the images of contemporary women and masculine men.
The social designation of masculine and feminine relates to the natural attachment to the female and male body which causes boys and girls to act differently.
“I am particularly interested in how contemporary notions of gender impact girls and women who are athletes, who aspire to be athletes or simply want to engage in physical activities for enjoyment and life long health,” says Daniels.
“Western culture emphasizes a feminine
ideal body and demeanor that contrasts with an athletic body and demeanor.”
Strength, power, speed, aggression and stamina are traditionally understood as masculine traits. Balance, flexibility, rhythm and agility are traditionally female traits.
Why are women athletes often seen as trespassers into a male domain, while both sets of characteristics are essential to athletic performance at all levels?
Military and sports are traditionally male areas and women have successfully entered both in growing numbers.
“This pervasive and exclusive culture is displayed as the only acceptable way to present themselves. This method privileges the women that can conform to it.”