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Word Count: 897
WOMEN IN SPORT Media representation reflects the cultural values and attitudes of Australian society with to a huge degree but not completely Australias sporting attitude has a big impact in the way womens sport is represented as it focuses on mens sport Australians have interest in more mens sport because they display more skill and are more exciting to watch For that reason womens sport is a lot of the time ignored by the media and therefore the public However there not all of Australia societies have the same cultural values and attitudes Although the media rarely reflected on their achievement women have still worked hard and excelled at their sport They have had support and encouragement from other factors beside the media The 2000 Olympic Games is a good example of Australian womens strength in a number of sports While Australian men won only 20 medals women almost doubled them by winning 36 It was during this time that media finally treated women with respect and equality However it was short-lived As soon as the hype surrounding the 2000 Olympics died down the media quickly dropped their constant appraisal of women in sport The inequalities between the sponsorship of men and women in sport exist because of the huge degree of popularity of mens sport The media sets this level of popularity by the amount of coverage men and womens sport receive on television in the newspaper and on the radio Because the majority of this sport coverage if mens sport obviously they will obtain more sponsorships than women Also most of these inequalities occur simply because companies want to sponsor the top athletes so their product is associated with the best and they overlook the majority of women who have the potential to be the best but lack the funding to help them into doing so unlike the men who have the higher sponsorship rate Men appear to be more
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