The sports world is unfairly dominated by a male-orientated world-view.  Sport is dominated by a male-orientated world view. This is the case in two respects:  In terms of the way sports media is run. Sports media are almost entirely run by men, who somewhat inevitably are more interested in men’s sport.[1] In the news media for example only 27% of top management jobs were held by women.[2] In addition, women who enter the world of sports media are subjected to those male-orientated perceptions. For them to succeed as journalists they feel a need to cover men’s sport. [3] These two factors explain why the gap between media coverage of men’s and women’s sport is not closing despite the increase in participation and interest in women’s sport.  The media dictates what is “newsworthy”. Public opinion is hugely influenced by the media. Stories, events or sports that receive a large amount of coverage give the impression to the public that they are important issues that are worthy of being reported on. Similarly, sports that are not covered appear to the public as being of lesser importance. This applies in the case of women’s sport which in the male-dominated world of sport media will always be perceived as of lesser importance.  This male dominated world-view is unfair on female athletes. Sport is supposed to be a celebration of the human mind and body, and it is right that athletes that push themselves to the brink in search for glory receive due praise. The hugely skewed coverage of sport against women’s sports caused by the male world-view in the media is hugely unfair on female athletes, as they do not get the deserved recognition their male counterparts receive.  [1] Turner, Georgina, “Fair play for women’s sport”, The Guardian, 24 January 2009.  [2] ‘Global Report: Men Occupy Majority of Management Jobs in News Companies’, International Women’s Media Foundation.  [3] Creedon, Pamela J.: “Women, Sport, and Media Institutions: Issues in Sports Journalism and Marketing”, taken from Media Sport, Wenner, Lawrence A. (ed), Routledge, 1998.