Public service broadcasting and gender equal coverage: reflections on research and practice in Ireland and Sweden

This paper makes three important contributions: to research on media and gender equality, specifically through the lens of gender equal sports coverage; to understanding the lived experiences of women in public service
sports broadcasting, and to gender-sensitive public discourse and policy debates concerning the relationship between media and sport. In it, we examine industry attempts to achieve gender equal coverage in public service broadcasting (PSB) in Ireland and Sweden. The paper draws on a three-way dialogic exchange between the authors who, together, have sizeable professional and personal experiences of public service sports broadcasting, sports participation (from amateur to elite levels), and of voluntary sports coaching and administration. T his novel exchange also responds to calls for greater insights into women’s engagements with media. The paper concludes by considering current issues for PSBs in relation to gender equal coverage and suggesting potential future lines of enquiry.