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Olympics and Media: Gender Inequalities in Displaying Czech Sportsmen and Sportswomen
 Prudnikova, Elizaveta ; Numerato, Dino (advisor) ; Háková, Lucie (referee)
This thesis deals with gender inequalities in media presentation of Czech athletes during Winter Olympic Games 2014 in Sochi. The rationale for conducting research on this topic is the International Olympic Committee's statement that the Olympics in Pyeongchang 2018 were more gender-balanced than before. The paper focuses on the media image of Czech Olympic team that was made by website iSport for the period from 7. 2. 2014 to 23. 2. 2014. The work stems from the assumption of feminist theory that a male athlete plays a dominant role in sports, which can be a source of gender inequalities during big international sports events. Such expressions of gender inequalities are mainly sex sports typing, gender labeling, and the specific addressing, especially of sportswomen. The introductory section describes dynamics of the sport and media relationships and a subsequent connection with the gender. The qualitative content analysis summarizes main theme topics of information notes about Olympic events. Results culminate in a discussion about differences in the representation of Czech sportsmen and sportswomen, which are based mainly on the emphasis on the family relations of women. After that, I outline the possible continuation of the research in order to reveal the influential conditions for the...
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