Assignment 3 PORTFOLIO Semester 2 2025
Unique Number:
Due Date: 17 October 2025
FRAMING SPORTS COVERAGE IN THE SOWETAN: A CONTENT ANALYSIS OF
REPRESENTATION, SPACE, AND GENDER IN SOUTH AFRICAN PRINT MEDIA
TABLE OF CONTENTS
1 INTRODUCTION ..................................................................................................... 3
2. RESEARCH PROBLEM STATEMENT .................................................................. 3
3 SUBPROBLEMS ..................................................................................................... 4
3.1. Subproblem 1 ................................................................................................... 4
3.2. Subproblem 2 ................................................................................................... 4
3.3. Subproblem 3 ................................................................................................... 4
4 LITERATURE REVIEW ........................................................................................... 4
5 THEORETICAL FRAMEWORK............................................................................... 6
6 RESEARCH DESIGN .............................................................................................. 7
6.1 Qualitative and quantitative research designs ................................................... 7
6.2 Justification for using both qualitative and quantitative approaches .................. 8
6.3 Data collection method ...................................................................................... 8
6.4 Data collection process ..................................................................................... 8
6.5 Target and accessible population...................................................................... 9Terms of use
By making use of this document you agree to:
Use this document as a guide for learning, comparison and reference purpose,
Terms of use
Not to duplicate, reproduce and/or misrepresent the contents of this document as your own work,
By making use of this document you agree to:
Use this document
Fully accept the consequences
solely as a guide forshould you plagiarise
learning, reference,or and
misuse this document.
comparison purposes,
Ensure originality of your own work, and fully accept the consequences should you plagiarise or misuse this document.
Comply with all relevant standards, guidelines, regulations, and legislation governing academic and written work.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is" without any express or
implied representations or warranties. The author accepts no responsibility or liability for any actions taken based on the
information contained within this document. This document is intended solely for comparison, research, and reference purposes.
Reproduction, resale, or transmission of any part of this document, in any form or by any means, is strictly prohibited.
, +27 67 171 1739
FRAMING SPORTS COVERAGE IN THE SOWETAN: A CONTENT ANALYSIS OF
REPRESENTATION, SPACE, AND GENDER IN SOUTH AFRICAN PRINT MEDIA
TABLE OF CONTENTS
1 INTRODUCTION ..................................................................................................... 3
2. RESEARCH PROBLEM STATEMENT .................................................................. 3
3 SUBPROBLEMS ..................................................................................................... 4
3.1. Subproblem 1 ................................................................................................... 4
3.2. Subproblem 2 ................................................................................................... 4
3.3. Subproblem 3 ................................................................................................... 4
4 LITERATURE REVIEW ........................................................................................... 4
5 THEORETICAL FRAMEWORK............................................................................... 6
6 RESEARCH DESIGN.............................................................................................. 7
6.1 Qualitative and quantitative research designs ................................................... 7
6.2 Justification for using both qualitative and quantitative approaches .................. 8
6.3 Data collection method...................................................................................... 8
6.4 Data collection process ..................................................................................... 8
6.5 Target and accessible population ..................................................................... 9
6.6 Sample size ...................................................................................................... 9
6.7 Unit of analysis .................................................................................................. 9
6.8 Data analysis method........................................................................................ 9
6.9 Ethical considerations ..................................................................................... 10
7. PRESENTATION AND INTERPRETATION OF FINDINGS ................................. 10
7.1 The leading sports stories in the Sowetan during the period of analysis ......... 10
7.2 The space occupied by sports stories in the Sowetan in relation to other
themes .................................................................................................................. 11
7.3 The location and number of sports stories within the Sowetan ....................... 12
7.4 The angle taken in presenting leading sports stories in the Sowetan ............. 13
7.5 Gender representation in sports coverage of the Sowetan ............................. 13
7.6 The most featured voices within the Sowetan sports stories........................... 14
7.7 The use of images within the Sowetan to convey the message ...................... 15
8. DISCUSSION OF THE FINDINGS ....................................................................... 15
9. LIMITATIONS OF THE STUDY ........................................................................... 16
10. ETHICAL CONSIDERATIONS ........................................................................... 16
11. CONCLUSION ................................................................................................... 17
REFERENCE LIST................................................................................................... 17
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.
, +27 67 171 1739
1 INTRODUCTION
The purpose of this study is to examine how the Sowetan, a leading South African
daily newspaper, covers sports stories within its print edition. This research will
analyse five consecutive issues of the Sowetan to identify patterns in sports
reporting, including the types of sports covered, the amount of space allocated to
sports compared to other topics, the placement of sports stories within the paper,
and the tone of coverage. The study will also assess the representation of gender in
sports coverage, the sources and voices featured, and the use of images to convey
meaning. Using a content analysis approach, the research will integrate both
quantitative and qualitative methods to provide a comprehensive understanding of
sports journalism in the Sowetan. The proposal outlines the research problem,
subproblems, literature review, theoretical framework, and research design,
culminating in a conclusion summarising the intended outcomes of the study (Du
Plooy, 2009).
2. RESEARCH PROBLEM STATEMENT
Although the Sowetan is one of South Africa’s most widely read daily newspapers,
little is known about how it prioritises and frames sports stories in its print edition.
Previous studies show that sports media often reinforces inequalities by focusing on
a narrow range of popular sports, privileging certain voices, and underrepresenting
women and marginalised groups (Lewis & Weaver, 2015; Misener, 2013; Parry et
al., 2023). However, there is limited research examining these dynamics in the
Sowetan. This study therefore seeks to investigate how the Sowetan allocates
space, represents gender, and frames narratives in its sports coverage.
Disclaimer
Great care has been taken in the preparation of this document; however, the contents are provided "as is"
without any express or implied representations or warranties. The author accepts no responsibility or
liability for any actions taken based on the information contained within this document. This document is
intended solely for comparison, research, and reference purposes. Reproduction, resale, or transmission
of any part of this document, in any form or by any means, is strictly prohibited.