Degree Name

MA (Master of Arts)


Brand and Media Strategy

Date of Award


Committee Chair or Co-Chairs

Susan Waters

Committee Members

Brian Johnston, Leslie McCallister


Previous research has shown a difference on the athletes’ portrayal based on gendered language use on television broadcasting of sporting events. A content analysis on the 2018 Tennis US Open Championship Weekend for both men’s and women’s tennis matches explains the structure of the broadcasting commentating done by the network that has the rights to this tournament. The study looks at different categories of the content of the comments and the descriptors that are used to refer to both female and male athletes. Framing and priming theories were the theoretical frameworks for this study. Findings revealed no significant change was observed with athletic skill and strategy-based comments for either gender. The findings also showed that descriptors related to emotionality were more common in the commentary with women.

Document Type

Thesis - unrestricted


Copyright by the authors.

Included in

Communication Commons