ABSTRACT
The 'Summer of Sport '96' offered a proliferation of imagery and icons surrounding contemporary sport throughout the media events of the European Soccer Championships (Euro '96), Wimbledon and the Atlanta Olympics. Sport stars during these events represented the diversified, contradictory and dissonant elements in the sporting discourse. They offered representations legitimating and reinforcing popular beliefs about cultural values and behaviour and confirmed the nature of the gendered power games at play across sporting fields of play within the media.
