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David X. Marquez, Michelle A. Jaldin, Miguel Negrete, Melicia C. Whitt-Glover, and Crystal M. Glover

Physical activity (PA) has been associated with a multitude of beneficial mental and physical outcomes. It is well documented, however, that there are health disparities and inequities for segments of the population, especially as related to PA. Engagement of traditionally minoritized populations into research is essential for justice in health. We discuss a community engagement model that can be used for recruiting and retaining traditionally minoritized populations into PA research, and then we go into three major ethnic/racial groups in the United States: Latinos, African Americans, and Asian Americans. Background information of each group, cultural values that play a role in health for each of the groups, and research demonstrating how culture plays a role in the formation and implementation of PA interventions in these groups is presented.

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Maryam Marashi, Sabrina Malouka, Tahla den Houdyker, and Catherine M. Sabiston

Despite increasing access to sport and exercise opportunities, girls and women in Canada continue to face gender disparity in sport participation. Several media campaigns have emerged to address this disparity and advocate for gender equity in sport. However, there is little understanding or evaluation of the content of these media campaigns. Informed by sport participation research, the She’s Got It All campaign was designed to highlight the challenges and intersecting disadvantages that girls and women face in sport. The purpose of the current study was to assess the textual and visual content of this campaign. The posters (N = 48) were analyzed using inductive thematic analysis (text) and deductive content analysis (visual) to identify the characteristics of the images and the themes in the messages. Based on the thematic analysis, seven main themes pertaining to girls’ and women’s barriers to sport participation are identified including physiology, gendered social behaviors, intrapersonal beliefs, environmental contexts, stereotypes, female representation, and interpersonal support. Based on the content analysis, most of the models presented in the posters are perceived as White and average-sized adult women, with visible muscle definition, slightly or nonrevealing clothing, and performing an individual sport. The poster visual and text material seem to miss opportunities to highlight the experiences of girls and women identifying as lesbian, gay, bisexual, transgender, queer (or sometimes questioning), and others and those classified as lower socioeconomic status. These findings provide foundational information for future research and media campaign designed to target gender equity in sport.

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Richard Norman, Daniel Sailofsky, Simon Darnell, Marika Warner, and Bryan Heal

The COVID-19 pandemic affected sport programming by restricting in-person activities. Concurrently, global outcry for racial justice for Black and racialized communities promoted calls to action to assess equitable practices in sport, including sport for development (SFD). This study critically examined SFD “return to play” programming to include perspectives from racialized persons’ lived experiences. We present findings based on data collected from Maple Leaf Sports and Entertainment Foundation’s Change the Game campaign, which explored questions of sport inequity to “build back better.” Outcomes further SFD discourses challenging (potentially) harmful structures affecting participants, including underreported effects of racialization. The study used both quantitative and qualitative analyses of survey data on youth experiences, enablers, and barriers in sport and analyzed these results within an antiracist, antioppressive, and decolonial conceptual framework.

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Walter S. DeKeseredy, Stu Cowan, and Martin D. Schwartz

There was a burst of creative social scientific investigation into hypermasculine male athletes’ violence against women in the 1980s and 1990s, but this interest has seemed to have dried up. Furthermore, the extant literature on this problem is for the most part atheoretical and devoid of sociological ways of knowing. Thus, the main goal of this paper is to highlight the value of applying a modified male peer support theory of male-to-female violence to explain the linkage between playing professional hockey and online and offline variants of woman abuse.

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Jonathan E. Howe

Black male college athletes (BMCAs) are in a unique position within the contexts of historically white institutions and Division I college athletics. Recently, BMCAs have increasingly presented themselves in ways that highlight specific social identities or even in opposition to the college athletic system and higher education environment. However, little has changed as power and privilege remain central forces in white-dominated settings. This constructivist grounded theory study examines how historically white institution and Division I athletic environments influence self-presentation of BMCAs through a Black critical theory lens. The experiences of 16 BMCAs illuminated how self-presentation was influenced by academic and athletic settings, Division I subdivision characteristics, and sport-specific contexts. I conclude with recommendations and directions for future research.

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Nik Dickerson

This paper analyzes a series of advertisements from the antidrug campaign Above the Influence and interviews of former National Football League and National Basketball Association players by the website Bleacher Report regarding their marijuana use. Guided by Christina Sharpe’s theoretical concept of the “wake,” I argue that the Above the Influence adverts produce a trope I call Chronic Black male sporting hood. A trope that holds the Black body in a state of dehumanization. The second half of this paper utilizes Sharpe’s Black methodological tool of Black annotation/redaction. Through this Black methodological tool, the testimonial of the athletes, and the influences of Black musicians, I argue that these athletes provide insight into alternative ways of living and being human that arise from the anti-Black practices of sport with marijuana serving as their catalyst.

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Joshua Woods, Matthew Hartwell, Leah Oldham, and Stephanie House-Niamke

Several scholars have examined how sport stars and other celebrities establish personal brands on social media, but few studies have used a longitudinal research design to study the self-branding process itself and measure changes in self-branding behaviors over time. Based on a content analysis of 6,240 images posted on Instagram by 112 top-ranked professional disc golfers, this study shows how self-branding is a common practice even among the players of this lesser known sport. Drawing on Goffman’s work on impression management, self-branding is conceptualized as goal-oriented, strategic communication. The players’ uptake in self-branding may be a response to the disc golf industry’s rapid growth and new opportunities to market products on social media. While the study partially supports this perspective, it also reveals an interesting contradiction. Many players engaged in self-branding regardless of their social status or ability to monetize their personas. Bourdieu’s concepts of habitus, field, and capital may help explain why self-branding is so widespread among lifestyle athletes.

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Popi Sotiriadou, Leah Brokmann, and Jason Doyle

The use of social media is reflective of an individual’s culture. The purpose of this study was to examine the influence of the cultural context on Australian and Singaporean sportswomen’s uses of social media. In-depth interviews with 12 elite sportswomen from both countries combined with supplementary information collected through the participating athletes’ Instagram profiles showed that social media uses are influenced by uncertainty avoidance, individualism or collectivism, masculinity or femininity, and long- or short-term orientations. By applying Hofstede and Bond’s cultural dimensions framework, the study presents new knowledge on three cultural dimensions (i.e., uncertainty avoidance, masculinity vs. femininity, and long-term vs. short-term orientation) and broadens the field of sport and social media by comparing the use of social media between athletes from diverse cultures. The study offers significant insight for designing a branding strategy that encompasses cultural contexts to guide athletes on their use of social media.

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Brendan Dwyer, Stephen L. Shapiro, and Joris Drayer

Sports betting in the United States is exploding in popularity and has the potential to change the way sports fans interact with sports properties and sports content. However, not all sports bettors are the same, and market segmentation research provides a resource for more targeted communication and marketing strategies. Utilizing behavioral and psychographic data, the current study segmented 1,077 sports bettors by involvement. The segments were then contrasted on a number of factors within the framework of Mowen’s 3M model of motivation and personality. A sample of 513 nonbetting sports fans was also included as a segment within the analyses. Statistically significant differences were found at the motivational, elemental, compound, and surface trait levels between the betting segments and between the betting and the nonbetting sports fans. The findings point to a strong emotional draw regardless of involvement yet a clear need for the betting industry to educate on issues related to jurisdictional legality and common language.