The Camera’s Gaze: When Olympians Become Spectacle

The European Broadcasting Union and European Athletics have proposed guidelines aimed at reducing the sexualization of women in sports broadcasts. For athletes like Kate Van Buskirk, this is a long-overdue effort to address a problem that has been perpetuated for decades.

Van Buskirk recalls the Tokyo 2021 Olympics, where she was photographed from invasive angles after finishing her race. The photos zoomed in on specific body parts, making her feel like she was being examined under a microscope. This is not an isolated incident; women’s sports have long been plagued by objectification.

A report from The Representation Project found that women were sexualized nearly 10 times more than male athletes at Tokyo 2021, despite Olympic broadcasters encouraging camera operators to focus on “sport appeal, not sex appeal.” This issue speaks to a deeper problem: how we consume and represent sport.

A Culture of Objectification

Women’s sports uniforms have been a point of contention for decades. The controversy surrounding Nike’s high-cut bodysuit for Team USA track and field at Paris 2024 is just the latest example. Van Buskirk refers to her own track uniform as “equipment,” opting for bottoms that minimize fabric while still allowing her to feel dignified on the track.

The way we frame and present women in sports is a major issue. We talk about representation, but what does it mean when athletes are reduced to their appearance? When their bodies become spectacle rather than performance?

Education vs Information

The proposed guidelines are a welcome step forward, but they have limitations. Associate professor Michele Donnelly points out that the document makes a strong case for why this is necessary – yet presents it as a guideline rather than a policy. “Why can’t it be a requirement?” she asks.

The Olympic Broadcasting Services claims to have guidelines in place for respectful coverage of athletes, but implementation remains patchy at best. The IAAF’s decision to show shots from the block cameras only after athlete pushback raises questions about accountability and commitment to change.

Changing the Way We Consume Sport

This issue is not just about education; it’s about changing how we consume sport. Paul McDougall, head of production and content for CBC Sports, notes that broadcasters owe women athletes “a broadcast that honours their power, skill and dignity.” This requires more than just representation – it demands a fundamental shift in how we approach coverage.

The camera’s gaze is not neutral; it’s a powerful tool that can either celebrate or commodify the athlete. It’s time to move beyond guidelines and policies, and towards a landscape where athletic excellence is always the primary lens. Anything less would be a disservice to the athletes who dedicate their lives to the sport.

As Van Buskirk so aptly puts it: “It should be about performance, not appearance.” When we objectify women in sports, we risk reducing them to mere spectacles rather than athletes worthy of respect and admiration. It’s time for us to take a closer look at our own gaze – and change the way we watch sport forever.