Female Sports Media Presents

Media, as a window of information transmission, have a great impact on the public and play a crucial role in reporting female sports and spreading female sports culture. Thus, the real presenting of female sports made by media is not only a respect for female sports, a re-examining of the female value, but also a return to the sporting spirit which is a combination of strength and beauty, fairness and impartiality. Just as Carl Marx said, "social progress can be accurately measured by women's social status." Therefore, how to present the female sports by media is a direct reflection of the status of female in sports field and the overall progress of the sport.The study of media and female sports belongs to sports science, communication, sociology and feminism, and other cross-cutting areas. It is an emerging area of research, but also a marginal research area. Since the new century, Chinese scholars has an increasing enthusiasm in media and female sports studies, but according to document literature, the research is still in its initial stage, so the study needs to be further improved.By using literature, case analysis, comparative analysis, questionnaire survey, expert interviews, statistics and other research methods, the author obtained many issues during exposing of female sports by the media and discovered its features, such as marginalized, stereotyped, commercial, visual and entertainment in the presentation of female sports through analyzing the current situation of female sports reported by the media. In the presenting of female sports, there are many gender discrimination, the main reasons are:1. social level:the inequality of gender values, gender logic and effects of consumer culture; 2. physical level: gender-based ideology in the sports field, the gender discrimination in the international sports area; uneven distribution of the sports rights; 3. women's own level:the self-conflict of women roles; a small number of low status of female participation in sports organizations; women's bias in sports understanding. Distortion of the media presentation of the female sports has a negative impact on the development of female sports, female sports culture and female sports audience. Therefore, this paper came up with some recommendations to improve the presenting of female sports by media:sports media should report female sports in a positive way with a gender-equality attitude. The suggestions were:to strengthen the media industry self-regulation; to improve the awareness of the importance of female sports; to play down and eliminate gender discrimination against women; disseminate women sports in a objective, fair and balanced way; to build healthy women sports culture.