Placard Carriers and Flag Bearers: Gender Representation in the Summer Olympics’ Parade of Nations (1908–2021)

From the inception of the Parade of Nations in London in 1908 to its latest instalment in Tokyo in 2020, billions have watched different generations of men and women entering the Olympic stadium carrying their nations’ flags as national heroes. As a product of modern Western civilisation, the Olympic movement mirrors the advances of an increasingly global society towards socially progressive agendas or otherwise. The twentieth century’s latter half was a period of profound and necessary changes in women’s rights. Gender inclusion, however, does not mean gender equality. Such an ongoing gradual process can be catalysed by more women being represented in leading roles formerly exclusively reserved for men. A multi-method longitudinal study of twenty-six summer Olympic opening ceremonies was conducted to measure the historical development of the likelihood of women being selected to be (and be represented to international audiences as) the main protagonists in the Parades of Nations. The data shows that despite the growing number of female flag bearers, since Munich 1972, women have been more likely to appear as aesthetically appealing event hostesses than the leaders of their teams.