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Paul Bernard Rukavina

The deleterious effects of weight bias in physical activity spaces for children, adolescents, and adults are well documented. Different types of weight bias occur, and they interact at multiple levels within a person’s ecology, from the messaging of often unattainable sociocultural thin/muscular ideals and physical inequities (e.g., equipment not appropriate for body shapes and sizes) to interpersonal and public discriminatory comments. However, the most damaging is the internalization and application of negative weight-bias stereotypes by those with overweight and obesity to themselves. An imperative for social justice is now; there is great need to advocate for, provide support for, and design inclusive physical activity spaces to reduce weight bias so that all individuals feel welcome, accept their bodies, and are empowered to live a healthy, active lifestyle. To make this a reality, an interdisciplinary and preventive approach is needed to understand bias and how to minimize it in our spaces.

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Paul E. Luebbers, Matthew J. Andre, Andrew C. Fry, Luke A. Olsen, Keith B. Pfannestiel, and Dimitrije Cabarkapa

The testosterone-to-cortisol ratio (T/C) has been shown to be positively correlated with strength and power. However, few studies have examined the relationship between a standardized power performance measurement and T/C throughout a season of intercollegiate competition. The purpose of this study was to examine the relationships between salivary T/C and vertical jump (VJ) performance of female National Collegiate Athletic Association Division II basketball players across a season. Saliva samples were taken before practice, weekly, for a total of 29 weeks. Samples were assayed for testosterone (T) and cortisol (C). After saliva collection, players completed two countermovement VJs, with the best jump used for data analysis. A positive correlation between T/C and VJ was seen only during the preseason phase. Statistically significant differences were observed across the season for T/C and VJ. T/C in the nonconference phase was significantly lower than the preseason phase and the late-conference phase, p = .013 and p = .047, respectively. VJ was significantly lower in the late-conference phase when compared to the preseason and nonconference phases, p < .001 and p = .026, respectively. VJ in the early-conference phase was also significantly lower than the preseason phase, p < .001. These data support the literature that has indicated a positive relationship between the T/C and lower-body power but only in the preseason phase. This relationship reverses and trends toward a negative relationship, before disappearing in the second half of the season. Monitoring T/C may provide value in assessing female athletes’ performance potential in the preseason phase. T/C should be interpreted with more caution once the competitive season begins.

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Olan K.M. Scott, Bo (Norman) Li, and Stephen Mighton

This study examined differences in the Seven Network’s primetime coverage of the 2018 PyeongChang Winter Olympic Games on all of its channels. Over 102 hr of total coverage was analyzed for clock time, name mentions, and the descriptions of athletes by announcers divided by gender. Results found that male athletes received the bulk of the clock time; 13 of the top 20 most-mentioned athletes were men. There were also gender differences in the word for word descriptors of success, failure, physicality, and personality. From a theoretical perspective, results found the framing of the 2018 PyeongChang Winter Olympic Games to favor male Olympians. The top three sports that were broadcast featuring women were ice hockey, freestyle skiing, and snowboarding, which differs from other studies in this line of scholarship, so differences in the sports covered in the Australian context provides a unique context to study the Winter Olympics. Theoretical and practical implications are provided.

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June Won and J. Lucy Lee

The purpose of this study was to: (a) investigate the actual positions in digital communications; (b) assess the relationship between position-congruity among intended positions (i.e., how a firm desires to be perceived by consumers), actual brand positions, and perceived brand positions (i.e., the perceptions that customers have in their minds); and (c) understand the role of actual positioning (AP) in the positioning process. Multiple methods (one-on-one and focus group interviews, content analysis) were applied to analyze positions. Brand managers, golf consumers, and digital advertisements in Golf Digest magazine were sampled. Content analysis, frequencies and percentages, percentage difference, and regression analysis were performed for all positions for each research brand. The results revealed that: (a) tangibility-based positions (88.5%: great quality, innovation) outnumbered intangibility-based ones (11.5%: tour performance, tradition) in digital AP, (b) there was no positive correlation between the degree of congruence between intended and AP and the degree of congruence between intended and perceived positioning, and (c) the AP mediated between intended and perceived positioning in the brand positioning model. The study provides empirical evidence for the mediating role of AP and suggests modifications to the previous positioning process.

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Blake L. Price, Gene L. Farren, and Jennifer A. Stoll

Social media use by student-athletes has become a topic of concern for interscholastic athletic directors. The recent Mahanoy Area School District v. B.L. Supreme Court case highlighted how student speech has evolved in the digital age. This study explored how Texas interscholastic athletic directors view social media policy implementation and the effect it has on student-athlete behavior. Semistructured interviews were conducted with 13 athletic directors across all six University Interscholastic League enrollment classifications. Analysis revealed that athletic directors do have legal concerns when restricting online off-campus speech but see a need for promoting positive social media use by their student-athletes. The results suggest high school athletic departments must update their policies frequently to ensure that the information relayed to student-athletes is current, relevant, and based on recent case law.

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Megan C. Piché and Michael L. Naraine

Sports organizations’ use of social media (SM) has become a key strategy in the coverage and promotion of sport. Although research has been done on the success of digital marketing for men’s professional sport, little is known about the impact of such in women’s sport. This study aimed to examine the SM activity and engagement with fans of the Women’s National Basketball Association. All posts from Facebook, Instagram, and Twitter for the 2019 calendar year were collected from all 12 Women’s National Basketball Association teams and analyzed, in aggregate, for their SM metrics. Results indicated that there was a high level of interaction on SM during the in-season competition months, whereas engagement during the off-season period declined. Given these results, the Women’s National Basketball Association should create strategies to increase fan engagement when there is decreased interactivity to perpetually promote women’s sport. This research provides a starting point for future research on women’s sport involving SM metrics.

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Andrew Kim, Minhong Kim, Steven Salaga, and James J. Zhang

The Ultimate Fighting Championship (UFC) utilizes a unique pay-per-view (PPV) product distribution structure, and relies heavily on social media to promote its events. Yet, no research has examined how UFC fans’ social media motivation influences their consumption. Using uses and gratifications theory and a mixed-method design, this study qualitatively explored the themes of UFC fans’ social media motivations and identified five themes (i.e., information, convenience, social interaction, entertainment, and economic). Based on these themes, this study developed the Scale of Social Media Motivation through quantitative analyses and further investigated how Scale of Social Media Motivation factors would affect consumption behavior by incorporating fan identification as a mediator. The findings revealed that the factors were positively associated with purchase intentions when fan identification serves as a partial mediator. Discussions are focused on utilizing the social media motivation factors and nurturing fan identification to promote UFC consumption.

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Kelly Evans

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NiCole R. Keith

Health equity will be achieved when all demographics have a fair opportunity be healthy. This essay describes the possibility of achieving health equity through physical activity. It presents the social ecological model of physical activity and describes how both microenvironmental and macroenvironmental factors influence one’s ability to participate. There is then a description of watershed moments in American history that negatively influenced the ability of certain demographics to be active today. It then describes groups participating in less physical activity when compared to others. Several public health and political science models are then suggested with specific examples of how they have been implemented in the past to improve health or physical activity. The essay ends by describing the need to build the physical activity evidence among vulnerable populations that tend to be underrepresented in research and explains best practices in engaging these populations in investigative work.

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Bradley J. Cardinal

Kinesiology is a field focused on physical activity and its impact on health, society, and quality of life. But do all people have equal opportunities to access and experience physical activity? Do physical activity settings allow people to freely express themselves? Are the benefits of physical activity universally shared by all people? If the answer to any of these questions is “no,” then these questions demand not only our immediate attention, but also our collective action. During the National Academy of Kinesiology’s 90th anniversary meeting, September 22–24, 2021, these questions and others were explored through presentations devoted to the theme “Kinesiology’s Social Justice Imperative.” This essay overviews the meeting, its purpose, and the organizers and introduces the 11 thematic papers in the “Proceedings of the National Academy of Kinesiology’s 2021 Meeting: Kinesiology’s Social Justice Imperative” issue, plus a 12th essay commemorating the National Academy of Kinesiology’s 90th anniversary meeting.