CSUN On Point

More women are participating in sports today, from youth to pro athletics, but you wouldn’t exactly know that by watching television. A USC study shows that in 1989, five percent of television news media covered female athletics, but in 2014 the percentage had decreased to three percent, and the representation of women in sports media lacks substance as well.

“The number of girls or women [who are] participating in sports in the United States is some 40 percent,” said CSUN Professor of Kinesiology Chris Bolsmann, “so if we’ve got only four percent coverage, for me it suggests what is taking place is just a replication of inequality within society. Sport is an interesting vehicle or lense to look at society. If we look at the patriarchal nature of our society, and more recently the misogynistic nature of our society, that is a reflection of that more generally.”

Title IX is the federal law within the Education Act of 1972 that gave way for equal opportunity, protection from discrimination based on sex, and protection of benefits based on sex. Since its passage, the United States has seen a rapid increase in women’s participation in sports. That increase in women’s participation in sports, from the youth level to pro, hasn’t led to an increase in women’s sports coverage, but it has been extremely beneficial for giving opportunities to women within athletics within the last 40 years.

“Sometimes change requires law, and sometimes change requires some enforcement,” said CSUN’s Associate Athletics Director of Marketing Dawn Ellerbe,” because even now, in 2016, every university, high school, and junior high hasn’t embraced the equal play for women. Without [Title IX], I don’t think we would have seen the rise in women’s sports.”

 The future of women’s sports might very well be the inclusion and integration of the best women within athletics competing with and against men. From real life representations like Little League World Series sensation Mo’ne Davis, to dramatized versions for Hollywood like Fox’s Pitch, maybe more and more women within predominantly male sports will become more accepted.

“The question we should possibly be asking is, ‘Why do we have gendered sports in the first place?’” Bolsmann asked. “Should we not be talking about having not-gendered sports, so if somebody is good enough, without respect to if they are male or female, they can play on a team? If we have a level playing field of some sorts and open it up to competition on the basis of being a human, rather than being a man or a women, we could move into some interesting spaces and interesting discussions more generally.”

Moderator: Alicia Dieguez

Producer: Susana Guzman

Anchor: Jackie Wawee

Social Media Editor: Nick Torres

Reporters:  Alicia Dieguez, Thomas Gallegos, Susana Guzman, Ebony Hardiman, Ke-Alani Sarmiento, Nick Torres and Jackie Wawee

When it comes to college sports, most people are more familiar with USC and UCLA than Cal State Northridge. UCLA athletes make it on to the cover of national magazines like Sports Illustrated, and USC is famous for its tailgating parties and its NCAA sanctions.

CSUN sports have never gotten that kind of national or even local media coverage, but now, under the leadership of new director Dr. Brandon Martin and with the support of new President Dianne Harrison, the University Athletic Department is pushing to create a successful sports culture on campus, and create a new brand for the university.

“I do think that athletics is a wonderful avenue to get awareness and interest in the university,” CSUN Marketing Professor Tina Kiesler said.

It’s not only important to make that brand known on campus, but also to spread it beyond the university’s borders, Kiesler said. “I think the student athletes are trying to get out across campus and make their presence known, but we also have the athletics department as a crack marketing team that Dr. Martin has, in part, brought in.”

Martin, a former USC basketball star who has years of experience in intercollegiate sports administration, has been the athletics director at CSUN for less than a year, you can take a look at this link to learn all about basketball heaight systems. “I think we have one of the best marketing teams,” Martin said. “They really work long hours, they are in tune with my vision, but most importantly, they are in tune with our student athletes.”

Martin said he has taken a new approach to bringing awareness to the athletic program among students and faculty, using social media, events, and activities before and during games.

This month, the athletic department entered a multi-year partnership with Sport Chalet. The sporting goods retailer will team up with the university, supplying merchandise and offering deals.

But not all resources come so easily. In a public university, where money can be tight, it can be difficult to decide where to allocate limited funds.

Martin doesn’t think it has to be an issue.

“We don’t have to choose between academics and athletics,” he said. “We can optimize and maximize both.”

And students committed to that balance are exactly what the university is looking for.

“That’s the type of student-athlete that I’m trying to recruit,” said Women’s Volleyball Head Coach Jeff Stork. “I want kids who want to excel, and who want to come to CSUN.”

But in the end, marketing and sports culture are just one part of a successful athletics program.

“You gotta win,” Stork said. “That tends to bring more people out.”

Producers: Mahina Haina and Colin Newton

Moderator: Adam Schumes

Anchor: Mahina Haina

Digital Editors: Judith Retana and Jamie Gonzaga

Reporter: Nelssie Carillo