NAVIGATING THE GAZE: A CRITICAL REVIEW OF GENDER, PERFORMANCE, AND CREDIBILITY IN CHINESE SPORTSCASTING

Abstract

This paper reviews existing research on female sportscasters in China, focusing on how gender, performance, and credibility intersect in their professional experiences. It explores the ongoing tension these women face between being visually appealing and being taken seriously as professionals. While Western theories like the “male gaze” and “gender performativity” help explain how female sportscasters are viewed and judged, the Chinese context adds unique cultural layers shaped by Confucian traditions, modern media markets, and evolving gender attitudes. The review highlights how these women are often caught in a double bind: they must look good to get noticed, but this same focus on appearance often undermines their credibility. By introducing the “Triangle of Contested Performance” framework, which connects media structures, cultural expectations, and individual strategies, the paper shows how this paradox is shaped by deeper systems rather than just personal bias. It also points out gaps in current research—especially the lack of studies on how class, region, or digital platforms affect these experiences. The review calls for future work that examines how younger, online-savvy audiences and female sportscasters navigate these challenges, not just by resisting, but by creatively adapting to them. In doing so, the paper offers a more nuanced understanding of female sportscasters—not simply as victims of sexism, but as active participants who constantly negotiate how they are seen and heard within a complex, changing media environment.