Gender and Predictors of Multiplatform Media Uses: A Case Study of the Super Bowl

in International Journal of Sport Communication
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The 2012 Super Bowl was the most-watched television program in U.S. history and represented a wide-scale expansion to online and digital environments. This case study examined the role of gender in explanations for viewing the Super Bowl and for simultaneous media uses during the game. Results indicate that both men and women still relied on the traditional television for Super Bowl viewing. Newer media were used as a second-screen experience to complement the telecast or to gain additional information and social interaction. Gender differences underlie explanations for watching the Super Bowl on television and for simultaneous media uses. Findings suggest that women engaged with nonfootball elements that propel the Super Bowl from a sporting event to a societal event, whereas men indicated stronger interests in the game itself.

Cooper is with the School of Media Arts and Studies, Ohio University, Athens, OH. Tang is with the School of Communication, University of Akron, Akron, OH.

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