Shaila Álvarez Junco, María del Carmen Camacho Gómez
The objective of this study was to explore the representation of women as high-performance athletes. The methodology was based on semiotics applied to digital media environments, specifically on the approach due to its focus on compositional meaning. In this case, the research focused on digital media, particularly the official Facebook page of the National Commission for Physical Culture and Sport of Mexico, during the month of September 2025. A total of 161 posts, manually coded and organized into a database, enabled a systematic analysis of digital discourse. The following variables were considered: individual or team sports, award ceremonies, static poses, and athletic action. The findings indicated that the images and framing portray women in passive shots or static poses. Female athletes receive greater media attention, but the visual compositions continue to reinforce a heteronormative narrative. This discrepancy between the number of posts and the quality of representation was a significant finding for understanding gender dynamics. These results have implications for policymakers, stakeholders, and social media platforms, shaping public narratives.