eprintid: 74905
rev_number: 11
eprint_status: archive
userid: 12253
dir: disk0/00/07/49/05
datestamp: 2026-01-06 02:20:47
lastmod: 2026-01-06 02:20:47
status_changed: 2026-01-06 02:20:47
type: article
metadata_visibility: show
creators_name: Rama Kertamukti, -
creators_name: Meistra Budiasa, -
title: Gender Discrimination in the Visual Representation of Athletes on the Official Instagram Accounts of Sports Federations in Indonesia
ispublished: pub
subjects: 305.3
divisions: artkl
full_text_status: public
keywords: Gender discrimination; gender representation;Indonesian sportsfederation; sports Instagram; visual framing
abstract: 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.
date: 2026
date_type: published
publication: Howard Journal of Communications
publisher: Routledge
refereed: TRUE
issn: ISSN: 1064-6175 (Print) 1096-4649 (Online)
official_url: https://doi.org/10.1080/10646175.2025.2610487
citation:   Rama Kertamukti, - and Meistra Budiasa, -  (2026) Gender Discrimination in the Visual Representation of Athletes on the Official Instagram Accounts of Sports Federations in Indonesia.  Howard Journal of Communications.   ISSN ISSN: 1064-6175 (Print) 1096-4649 (Online)     
document_url: https://digilib.uin-suka.ac.id/id/eprint/74905/1/Gender%20Discrimination%20in%20the%20Visual%20Representation%20of%20Athletes%20on%20the%20Official%20Instagram%20Accounts%20of%20Sports%20Federations%20in%20Indonesia-2.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/74905/2/surat-surat-pernyataan1767665022.pdf