The purpose of this study is to examine the manner in which the media covers men’s and women’s athletics and how it may affect the public’s perception of women’s athletics. The study also seeks to examine how the hegemonic devices and primes that the sports media use can affect viewers’ enjoyment of women’s athletic coverage as well as the effect that sports fandom plays on viewers perceptions. Using an experiment exposing participants to heavy men’s college and women’s college basketball coverage, the results showed that sports media coverage did not elicit negative perceptions toward women’s athletics
