Gender Equality and Media Representation in Sports Journalism in Pakistan

Abstract

This research investigates the challenges and opportunities related to gender accessibility, the representation of women’s sports, and the role of digital tools in career advancement among sports journalists in Pakistan. Research aims to assess whether sports journalists perceive equal accessibility to the profession for both genders across different regions of Pakistan. Evaluate journalists beliefs regarding the adequacy of media representation of women’s sports and analyze whether these perceptions vary by gender and media domain. Examine the relationship between access to digital tools and career advancement opportunities among sports journalists in Pakistan by combining three theoretical frameworks (social role, framing and diffusion of innovation). A cross-sectional survey by snowball sampling was conducted among sports journalists working in various regions and media domains in Pakistan. Data analysis involved descriptive statistics to summarize participant characteristics, Chi-square tests to identify associations among categorical variables (gender, region, media domain), and logistic regression to measure the influence of access to digital tools on perceptions of career advancement. The results indicate pronounced regional disparities in gender accessibility, with women in smaller provinces and rural regions facing heightened entry barriers to sports journalism. Underrepresentation of women’s sports remains a prevalent concern, particularly among female and print media journalists. Furthermore, greater access to digital tools correlates with enhanced perceptions of career advancement opportunities. These findings underscore how persistent gender norms (social role theory), media framing practices (framing theory), and the adoption of new technologies (diffusion of innovation) collectively shape the professional landscape for sports journalists in Pakistan. The study provides valuable guidance for media policymakers, media organizations, and advocates aiming to advance gender equity and promote digital inclusion in the field.