%0 Journal Article
%@ ISSN: 1064-6175 (Print) 1096-4649 (Online)
%A Rama Kertamukti, -
%A Meistra Budiasa, -
%D 2026
%F digilib:74905
%I Routledge
%J Howard Journal of Communications
%K Gender discrimination; gender representation;Indonesian sportsfederation; sports Instagram; visual framing
%T Gender Discrimination in the Visual Representation of Athletes on the Official Instagram Accounts of Sports Federations in Indonesia
%U https://digilib.uin-suka.ac.id/id/eprint/74905/
%X This study analyses gender discrimination in the visual representation  of athletes on the official Instagram accounts of three national sports  federations in Indonesia: the Indonesian Football Association (PSSI),  the Indonesian Volleyball Association (PBVSI), and the Indonesian  Badminton Association (PBSI). Using quantitative content analysis of  1,025 visuals from 624 posts during the period June 2024–June 2025,  this study traces patterns of gender-based representation through the  categories of visual framing, activity context, and caption tone. Judith  Butler’s theoretical framework on gender performativity was used to  interpret how visual representations act as symbolic practices that  reproduce constructions of masculinity and femininity in the digital  sports sphere. The results show that 70.4% of visuals feature male  athletes, with a predominance of competitive framing and  achievement-based narratives. In contrast, female athletes are more  often depicted in static poses, close-ups, and noncompetitive contexts that emphasize personal and emotional aspects. This pattern  shows that sports federation social media not only represents the  reality of sports, but also reinforces discursive structures that normalize gender differences. Thus, the federation’s Instagram acts as a performative arena where gender identities are constructed and repeated  through visual representation practices that appear neutral but are  ideological.