Cultivating male hegemony: analysis of print media coverage of the Moscow 2013 IAAF Championship.
To purposive of this article is to determine whether there were any differences in the page prominence of mentions of Kenyan male and female athletes in the mainstream print media coverage of the August 2013 World IAAF Championship in Moscow, Russia. Hegemonic masculinity theory and Framing theory of Mass Communication is used to get shape the argument of the study findings. The study employed content analysis methodologies to gather and process material on coverage of sportsmen and women in Kenyan dailies. The findings indicated that the landscape for women's sports in relation to equitable quantitative reportage has not made substantial progress in the Kenyan context. It is also evident that the focus of the media's portrayal of female athletes is neither their sporting talents nor their sporting achievements. Therefore, there exist significant differences in the page prominence and the amount of print space allocated to male and female athletes in the print media.