In September 2019, 19,000 amateur runners participated in the Canada Army Run, a road race hosted by the Canadian Forces (CF). This ethnographic study explores the event as a site of socialization, demonstrating that the Army Run: (a) focuses on promoting the CF rather than maximizing race results, (b) promotes the CF by exceptionalizing its members, and (c) is a celebratory site of promilitary socialization and recruitment that precludes critical engagement with the CF. These findings indicate that military promotional strategies have evolved since the immediate post 9/11 era; whereas previous initiatives used sport to tie local military agendas into larger neoliberal military imperatives, the 2019 Army Run demonstrates a new tactic, depoliticizing the CF and reifying an idealized, decontextualized Canadian military.
Bridgette M. Desjardins
Henk Erik Meier, Jörg Hagenah, and Malte Jetzke
As Hutchins and Rowe have emphasized, digital plenitude will fundamentally affect sports broadcasting. In particular, niche sports will be confronted with a more difficult media environment in which the chances of being telecast may increase, while the chances of finding an audience are likely to decrease. Therefore, niche sports face the need to further submit to a media logic. The current research is a case study involving an analysis of the 2018 European Championships from a mediatization perspective. While the findings show how aggregation helped to revitalize audience interest, the case study reveals that the future of niche-sport broadcasting is uncertain, because the audience habits that the European Championships exploited are fading.
Jon L. Weller
In Alberta, Canada during the 1960s and early 1970s the popularity of recreational paddling expanded considerably. The reasons for this were varied, including wider demographic and economic shifts that produced a population that was both able, with time and the means, and eager to engage in these activities. But at the same time there was a notable change in the material reality of the sport brought on by the development of new construction techniques and materials. The goal of this article is to investigate the changing nature of recreational paddling in the 1960s and 70s with a focus on the influence that changing materials and construction methods had on these processes. Developed for other commercial purposes, fiberglass provided paddlers in Alberta with a means of constructing more robust canoes cheaply, quickly, and with a great deal of customization. To facilitate this construction, paddlers came together to share knowledge, materials, designs, and labor. In turn, these boatbuilding workshops became the nucleus of a budding and ultimately vibrant paddling community in the province. Moreover, the increased durability and design adaptability allowed paddlers to push the limits of the sport and successively redesign and further specialize the boats allowing for even greater skill development.
Matthew Hodler and Callie Batts Maddox
Miami University has used Native American imagery to promote itself since its founding. In 1929, Miami teams began using the racist term Redsk*ns. In 1996–1997, they changed the name to RedHawks. Despite the strengthening relationship between the university and the tribe, the racist mascot imagery remained visible in the university community. In 2017–2018, the university returned to Native American imagery by unveiling a new “Heritage Logo” to represent a commitment to restoring the Myaamia language and culture. In this paper, the authors used tribal critical race theory to analyze how the Heritage Logo represents a point of interest convergence, where symbols of the tribe signal acceptance and recognition of the Myaamia people, while institutional racism and the possessive investment of whiteness are left ignored and unaddressed.
Existing conceptualizations of active sport tourism lack an empirical foundation in explaining the processes of embodiment through which active sport tourists engage with destination space. Adopting an autophenomenographic perspective, this paper explores embodiment in the context of a cycling tourism experience encompassing six iconic mountain passes within the French Alps synonymous with the Tour de France. Qualitative data draw attention to kinaesthetic and visceral sensations arising through multisensory feedback, along with affective responses produced as the body traverses venerated sport landscapes. This research highlights mind–body processes that shape mobile, active sport tourism experiences and provides an empirical and conceptual foundation to inform future studies of embodiment in active sport tourism.
Patti Millar and Julie Stevens
Past research has demonstrated that human resource training often results in improved individual and organizational performances. Yet, the focus has been on whether or not training has an impact on performance, rather than the nature of that impact. The purpose of this study is to investigate the nature of training-related outcomes in the context of one training program within the Canadian national sport sector. Interviews were conducted with key representatives from 12 Canadian national sport organizations. Findings showed the manifestations of performance change that occur as a result of training, revealing a new way of thinking at the individual level, a new way of doing within group and organizational processes, and a new way of being across organizations. Three theoretical perspectives—interpretation, learning, and institutional—are used to frame the discussion of the findings. Implications for practice and future research are presented.
Gashaw Abeza, Jessica R. Braunstein-Minkove, Benoit Séguin, Norm O’Reilly, Ari Kim, and Yann Abdourazakou
This study explored the practices and strategies of ambush marketing via social media (SM) during the 2014 Sochi, 2016 Rio, and 2018 PyeongChang Olympic Games. An observational netnography method was adopted to investigate direct industry competitors’ (of the Olympic sponsors) use of SM for the purpose of ambush marketing during the 2014, 2016, and 2018 Games. Data were gathered from the official Twitter accounts of 15 direct industry competitors over the three most recent Games. Despite a series of SM guidelines released by IOC for the 2014, 2016, and 2018 Games, the findings showed that the practice of ambush marketing via SM was evident during each of the Games. Direct industry competitors were found employing four specific ambush strategies, namely, associative, values, coattail, and property infringement. Theoretical and practical implications, as well as an impetus for future research, are suggested.