| Summary: | The objective of this study was to analyze how the Brazilian media treated both male and female athletes in sports mega-events. Methods: 36 photographs published in the newspaper O Globo (The Globe) during 2010 were analyzed. Results and discussion: increase in the visibility of the female face differently from what had been verified by Romero and Pereira (2008); volleyball and track and field had the greatest number of insertions in sports media; the angle from which the photos were taken suggests a change in the media perspective: feminine athletic quality was highlighted, but with evidence of exhibition of a healthy body; the photos of male athletes focused on the plasticity of movement and on the physical qualities; the photos of black female athletes were very few if compared against the photos of white female athletes; women in movement were not photographed if their hair was not well-arranged or if they were sweating, differently from the male athletes. Conclusion: although Brazilian sports media gave more visibility to female athletes, it still failed to acknowledge their athletic performance and physical qualities, making us believe that sports media continues to reproduce gender inequalities.
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