Katherine Sveinson and Larena Hoeber
Sport team licensed merchandise plays an important role in sport fan experiences. Existing work has explored how consumers perceive these items, motivation and consumption habits, and intent to purchase. Extending upon the performative sport fandom framework, this study explores the marketing messages of sport fan merchandise, and the resulting implied gendered and fan performances. Employing a multimodal critical discourse analysis, we analyzed the top 20 T-shirts for men and women for five National College Athletic Association institutions on their official ecommerce sites. By examining the text descriptions, visual images, and messages perceived when combining text and visuals, we found that the marketing messages of clothing items rely heavily on traditional discourses of femininity and masculinity, placing gender performances as more relevant to fan performances for women. Atypical designs suggest alternative gender and fan performances but continue to indicate that gender identity is central to clothing appearance and messaging to consumers.
Sportswashing has emerged full force in the 21st century, highlighting the gap between word and deed in the sports world. Yet, the term suffers from definitional imprecision and is often applied solely to autocratic hosts. This article offers a robust definition of sportswashing and—building from the soft-power approach to analyzing mega-events like the Olympics and World Cup—creates a sportswashing typology. This paper offers four advances in conceptualizing sportswashing: (a) the practice is not just the domain of autocrats, but can emerge in democracies as well; (b) domestic audiences are crucial to understanding the political complexities of sportswashing; (c) sportswashing often sets the stage for military intervention; and (d) new forms of sportswashing are emerging, with authoritarian regimes funding teams and events in democratic states.
Kyle Kusz and Matthew R. Hodler
Existing across multiple media platforms, Barstool Sports (“Barstool”) is one of the most important sport brands in the United States. While Barstool’s critics frequently assert that the company is “racist,” few, if any, detail how their racial politics work. Through a brief genealogy of Barstool’s cultural history and a close critical reading of “The Barstool Documentary Series,” we show how Barstool’s racial politics operate through gender—specifically the affective appeal of Big Man sovereignty and the homosocial bonds of White fratriarchy —to create and normalize racially exclusive and White male-dominant social worlds that dovetail remarkably with racial and gender ideas that organize what Maskovsky calls Trump’s “White nationalist postracialism” and the Proud Boys’ “Western chauvinism.”
Dian Listiarini, Wara Kushartanti, and Novita Intan Arovah
While the role of exercise in managing obesity has been suggested, little is known about the effect of caffeine supplementation in the exercise program on body mass index (BMI), body fat percentage (%BF), and cholesterol. This research compared the effect of aerobic exercise with and without caffeine on BMI, %BF, and cholesterol level in obese Asian women. Twenty-seven participants were randomly allocated into three groups, which were an aerobic exercise without caffeine (A; n = 9), an aerobic exercise with 3 mg/body weight—caffeine (AC; n = 9), and a control group (C; n = 9). The exercise was a 45-min exercise training at 60%–75% maximum heart rate conducted three times weekly for 8 weeks. The mixed-method repeated-measures analysis of variance was used to assess the effect of treatments and time (i.e., pretest and posttest) on the outcome measures, followed by simple effect analyses with Bonferroni correction. While there was a significant improvement in BMI and %BF from the pretest to posttest, this was superseded by a time-by-treatment interaction effect. For the time-by-treatment interaction, the cholesterol levels in the A and AC groups were significantly lower than in C, suggesting that the benefit of the exercise program is most evident in controlling cholesterol. In conclusion, the 3 mg/kg body weight caffeine does not appear to provide additional benefit in the 8-week moderate-intensity aerobic exercise session in improving BMI, %BF, and cholesterol among obese Asian women. Further research with higher caffeine dosage and larger and more heterogenous sample sizes is recommended to confirm the findings.