Does Title IX cover all aspects of gender equality?
Does Title IX cover all aspects of gender equality? Many who
hear this question would answer yes because it has been proven that Title IX
has greatly enhanced equal opportunity for men and women in school and sports.
However, looking at recent news articles there is one aspect, which Title IX
does not help enhance gender equality. It has been 40 years since Title IX was
first implemented, and there has been a large growth of women participating in
sport. However, at the recent 2012 Sports and Entertainment Law Conference held
at the University of Oregon, it was found that gender equality has not reached
the television market.
Allan Brettman, a journalist for The Oregonian newspaper,
covered the Conference and wrote an article based on the conference’s main
discussion. Peg Brand, an academic professor at the university asked the
question, “What percentage of TV sports coverage is devoted to women’s
athletics?” (Brettman, 2012). No one in the audience stated the correct answer.
In 1989 the answer was 5% and rose as high as 8.7% in 1999, but in 2009 the
number dropped to 1.6%. Brand
stated that the fall of TV coverage could have happened because ESPN executives
are “too old school” to start broadcasting women’s sports more often. However,
Brand believes that the numbers are low because woman’s sports do not generate
as much revenue as men’s sports. She found this to be true even if a women’s
program is more popular than the men’s, for example the University of Portland
women’s soccer team won the NCAA Championship in 2002 and 2005 and has
generated more revenue than the men’s program. Another speaker as the audience
if they watched this summer’s Women’s World Cup of soccer and nearly every hand
was raised in the building.
There are many questions that this article brings to light
on the subject; does Title IX cover all aspects of gender equality? One
questions is, why has the percentage of women’s TV coverage in sports decreased
drastically over the past 10 years? Another questions to ask is would viewers
begin to watch more women’s sports if coverage was increased? The last question
that could be asked is, if the Women’s World Cup was one of the largest events
viewed over the past year, is women’s TV coverage on the rise again?