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Sara Santarossa, Paige Coyne, Sarah J. Woodruff and Craig G. Greenham

promoted on ESPN’s Instagram account and two male athletes were featured in more than one post. Conversely, ESPN did not include on its Instagram any of the nine female athletes who posed for the 2016 Body Issue. In addition, espnW, ESPN Inc.’s first initiative developed specifically for women and female

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Sarah Wolter

espnW is ESPN, Inc.’s, first entity targeted at female fans and female athletes. espnW portrays female athletes as competent sportswomen and serious competitors as measured by quantitative analysis of photographs and articles on the site. A more critical look at the discourse, however, reveals 2 major themes. First, divergent dialogues are used in espnW articles to reify relations of power and privilege for male athletes. Divergent dialogues appear in articles on espnW in the forms of descriptive language used for female athletes, mention of nonsporting topics that have little or nothing to do with athleticism, and direct references to physical/personality attributes. Second, positioning espnW as “additive content” to ESPN for female fans relies on ideas of natural sexual difference and choice. If the institution of sport is defined by masculinity and partially upheld by traditional sports journalism, women are excluded.

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Rachel Allison

In 2014, espnW, Entertainment and Sports Programming Network’s (ESPN) online site for coverage of women’s sport, partnered with the professional services firm EY to survey 400 senior women executives, including half who held top-ranked positions such as Chief Executive Officer. A series of jointly

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Dawn Heinecken

is comprised of nine 50-minute films originally released in 2013, as well as a follow-up series of six short films released in 2015. The shorts and series website are hosted on ESPNW, which has a mission to “serve women as fans and athletes” ( Wolter, 2015 , p. 111). Nine for IX is executive

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Rachel Vaccaro and Ted M. Butryn

. Health Sociology Review, 19 ( 2 ), 176 – 191 . doi: 10.5172/hesr.2010.19.2.176 Spain , S. ( 2015 , September 15 ). Olympian-turned-escort Suzy Favor Hamilton reclaims a life rerouted by mental illness . ESPNW . Retrieved from http://www.espn.com/espnw/news-commentary/article/13656143/olympian

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Tywan G. Martin, Jessica Wallace, Young Ik Suh, Kysha Harriell and Justin Tatman

). ESPN poll: Most parents have concerns about state of youth sports . Retrieved from http://www.espn.com/espnw/w-in-action/article/11675649/parents-concern-grows-kids-participation-sports Fornell , C. , & Larcker , D.F. ( 1981 ). Evaluating structural equation models with unobservable variables and

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Mark Norman, Katelyn Esmonde and Courtney Szto

-related disciplines beyond sociology of sport (e.g., sport history) also engage in similar public-focused practices. 3 The increased online voice of marginalized groups should not obscure the existence of persistent digital divides of age, class, and geography. 4 This was a major critique of espnW, a women

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Mary Jo Kane and Nicole LaVoi

their dramatic expansion on social media. For example, in 2010, ESPN launched espnW , a digital platform that offers a comprehensive tableau of coverage given to female athletes and the sports they play, including all major sporting events ( LaVoi, 2016a ). What these participation and attendance