Gender Discrimination in the Visual Representation of Athletes on the Official Instagram Accounts of Sports Federations in Indonesia

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)

Preview	Text (Gender Discrimination in the Visual Representation of Athletes on the Official Instagram Accounts of Sports Federations in Indonesia) Gender Discrimination in the Visual Representation of Athletes on the Official Instagram Accounts of Sports Federations in Indonesia-2.pdf - Published Version Download (2MB) | Preview
Preview	Text (Surat Pernyataan) surat-surat-pernyataan1767665022.pdf - Published Version Download (17kB) | Preview

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.

Share this knowledge with your friends :

Actions (login required)

View Item