This study examines the impact of a global sports event on gender representations in media reporting. Whereas previous research on gender, sport and media has been mainly concerned with sports events in the North American or Australian context, this study investigates the British media reporting before, during and after the London Olympics 2012. Our study follows the approach of Corpus-Assisted Discourse Studies (CADS) and uses both quantitative and qualitative research procedures. The results reveal more balanced gender representations during the London Olympics in that the ‘regular’ biased associations were supressed in favour of positive references to female achievements. However, little carry-though of the ‘gains’ was noted. Also, this study shows that the positive associations intersected with national sentiments and were used to celebrate the nation-state. At the same time, some subtle resistance was observed to accepting as ‘truly’ British the non-white athletes and those not born in Britain.

中文翻译：

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差异和交叉：2012 年伦敦奥运会之前、期间和之后英国媒体中性别表征的语料库辅助话语研究

本研究考察了全球体育赛事对媒体报道中性别代表性的影响。之前关于性别、体育和媒体的研究主要关注北美或澳大利亚背景下的体育赛事，而本研究调查了 2012 年伦敦奥运会之前、期间和之后的英国媒体报道。我们的研究遵循语料库辅助的方法话语研究 (CADS) 并使用定量和定性研究程序。结果显示，伦敦奥运会期间的性别代表更加平衡，因为“常规”偏见协会被压制，有利于对女性成就的积极提及。然而，几乎没有注意到“收益”。还，这项研究表明，积极的关联与民族情绪相交，被用来庆祝民族国家。与此同时，观察到一些微妙的抵制接受非白人运动员和非英国出生的运动员为“真正的”英国人。