Media representation of women in sport: faster, stronger, sexier? - It was previously discovered that, through a series of discriminatory and normalizing “techniques”, the American media denigrates and subordinates sportswomen. To what extent does the media participate in the discrimination of female athletes today, and how does discrimination in sports media translate into and affect the social and sporting lives of female athletes. The London 2012 Summer Olympics follow this modern trend in sports media. , and tended to project hegemonic norms of gender and femininity onto society. Showing major differences between female and male sports commentary. - The results revealed some interesting results. First, discrimination in sports media commentary is still present, although it is very subtle and is no longer as oppressive as it was presented in earlier literature. Nevertheless, the media continues to strongly encourage the sexualization of female athletes. - “Candance Parker is beautiful. Breathtaking, truly, with flawless skin, endless legs and a C cup... She's a woman who plays like a man, one of the boys, if boys had C cups and impeccable skin... She's the whole: your sister's girlfriend, your brother's prom date, a future supermom (Glock, 2010). » – Those were the words in the opening lines of an ESPN article about WNBA star Candace Parker. In her cover photo, Parker is dressed in a beautiful white dress showing ample cleavage and lovingly holding her pregnant belly. This athlete is one of the best women's basketball players of all time. She has been dubbed the WNBA parallel to Michael Jordan. She is an Olympian, an MVP and the first woman in her sport to be able to dunk a basketball, and you...... middle of paper ...... women, but especially athletic women, and is socially constructed to dictate women's appearance, behavior and values ​​(Krane et al, 2004). Women, for example, are expected to look and behave feminine in order to satisfy heteronormative practices such as marriage. However, to participate in sport, a traditionally male-dominated field, female athletes must acquire more traditionally masculine characteristics such as strength, aggression, competitiveness, and assertiveness; characteristics that betray hegemonic gender and societal norms. Issues related to feminine behavior and appropriate gender roles continue to be the root cause of discrimination not only in sport, but also in modern society, as "sport is a subculture within a society broader, so nothing generally happens in sport that doesn't happen in the broader culture (Vodden & Schell, 2010).”