nd young women conclude that sports are human activities, not male activities.Media companies, like their corporate counterparts that sell sporting goods, have begun to realize that women really do make up half the worlds population, and, therefore, half the worlds consumers. NBC, the U.S. television network that covered the 1996 Summer Olympic Games in Atlanta, experienced great ratings success when it targeted women during its 175 hours of coverage. Many men complained about this new approach, since they liked it better when their interests were the only ones that mattered in sports media coverage. But we can expect to see the real existence of women athletes and spectators acknowledged in the media coverage of the future, and that coverage clearly will change the images that all of us associate with sport and athletic achievement. The real existence of women athletes is already on the road to equal coverage to their male counterparts. For example take the Sydney 2000 Olympics which was covered quite extensively in the Toronto Star, its coverage shows the same amount of females to males covered, especially in the Olympic Review which was on Monday, October 2, 2000, it recognized such athletes as Anne Montminy and Steve Gilles. It is definitely clear to say that women have made superb strides in the last thirty years to the present in all areas of sports and that they cannot be denied equal sport participation opportunities. So how exactly can females continue this critical approach to sports and what will be the womens stand in sports in the future.Involvement in physical activity and sport is so beneficial for females of all ages, it is important to ensure that girls and women are given sufficient opportunities to develop their physical skills and to continue to think critically and look beyond the taken-for-granted beliefs of the past. Specific recommendations for fostering and increasing girls participation in physical acti...
