Muhammad Zia

This study aims to explore the perception of Lahore-based female athletes about the representation of female athletes in sportsmedia. Body image in every person’s mind is different but because of the media people have a mindset that all we see inmedia is smart, thin, and curvy bodies. Female athlete’s body image is not only looking thin, slim, or curvy but after doing thespecific sport exercise the body starts looking masculine. Socio-cultural norms become a judgmental criterion about femalebodies. Whereas media objectifies females that is if a person is slim, thin, or curvy that is a perfect body that is how a woman should look. For this, researchers conduct interviews of ten female athletes of national and international levels to know their perception of the representation of females on sports media. These ten females were chosen with convenient sampling and asemi-structured interview was conducted which was divided into four themes: The manly body of female athletes, representationof female athletes in media, Female athletes as ordinary women, and Long-term Effects on the body. The results reveal thatmedia representation is biased and media objectifies women and focuses on their bodies as compared to their performance.In Pakistani it is s cultural issue for athlete female to look straight. The curviness or softness of the body is associated withfemininity. Masculinity in the body of female athletes is considered as a body damage and it affects the career of female athletes.

With the advancement of technology, the use of streaming media by media petitioners has taken a quantum leap in recent years. The use of webcasting is now common in PSB (public sector broadcasting) across the globe. With the adaptation of the latest technology and its use in different program formats, Radio Pakistan has planned to use the best streaming gadgets in the coming years. Webcasting has increased the availability of radio communication, to anyone who has access to a computer. Pakistan Broadcasting Corporation, commonly known as Radio Pakistan, adopted web-based technology for its programming in 2010 in its initial stages. To reach across the globe, medium waves and FM broadcasts of Radio Pakistan are now using Garden Radio Apps to increase their listenership and improve their reception. Under the vision, ‘’Digital Pakistan had decided on a complete digital migration of Radio Pakistan under the Phase 1 and Phase 11 DRM (Digital Radio Mondiale) Plan.