Relational perspectives have influenced marketing theory and practice over the past 40 years, with a volume of relationship marketing (RM) research accumulating over this time. In sport management specifically, a number of RM research articles have been published since the late 1990s. Although an influx has been seen, a review of said literature informs us that RM is a diverse field with no single best explanation, no clear domain and scope, and no universally accepted definition and that, most particularly, the literature is a melting pot of various concepts. This circumstance creates frustration and confusion among new researchers. Additionally, as strategic communication strategies rely on clear and consistent messaging, it is pivotal to holistically address the issue. Therefore, adopting an integrative literature review approach, this commentary revisits the RM scholarship to present, brings attention to the complex nature of the RM literature, and identifies a point of departure for researchers attempting to find a fitting “home” for their research.
Gashaw Abeza, Norm O’Reilly, and Jessica R. Braunstein-Minkove
Kathryn I. Clark, Thomas J. Templin, and Taylor J. Lundberg
The purpose of this paper was to provide insight into the development of an engaging, interactive, and successful class in scientific writing in the Movement Science program in the School of Kinesiology at the University of Michigan. This class is grounded in learning the art and science of scientific argumentation. In this paper, the authors provide an overview of the evolution of the class over the past decade and present elements of the class that have proven successful in the education of Movement Science students. The paper concludes with the recommendation that the American Kinesiology Association include a writing course such as the one described here in its recommendations for the undergraduate core curriculum in relation to those learning objectives tied to research proficiency.
Elaine Chiao Ling Yang, Michelle Hayes, Jinyan Chen, Caroline Riot, and Catheryn Khoo-Lattimore
Contemporary sport culture is characterized as highly masculinized, where female athletes are continually marginalized in traditional media. Despite evidence suggesting that media representation of athletes has a meaningful impact on social outcomes and participation rates of women and girls, little is known about gendered representations of athletes on social media and in the context of mega-sporting events. This paper examines the gendered representations of athletes on Twitter during the 2018 Commonwealth Games using framing theory. A total of 133,338 tweets were analyzed using sentiment and word-frequency analyses. Results indicate gender differences concerning athlete representation on Twitter, albeit marginal. In particular, the findings reveal that seemingly neutral words (e.g., “dedicated,” “talented,” and “hard working”) could carry gendered connotations. Recommendations are provided to guide stakeholders to advance a more inclusive sport culture through the strategic use of social media during mega-sporting events.
Monica A.F. Lounsbery and Thomas L. McKenzie
This paper reviews the authors’ evolution as kinesiology scholars to a public health focus via their research on school physical activity (PA) and policy. The authors present key findings from their work, including their recent focus group discussion with 20 school leaders, to substantiate their perspectives about the role that the American Kinesiology Association could play in supporting public health goals and promoting school PA policy. The authors conclude the paper by appealing to American Kinesiology Association to clearly identify PA and its promotion as a central area of study in kinesiology, strengthen its ties to public health, and advocate for putting the “physical” back in the National Physical Education Standards.
Evidence supporting exercise as a medicine in the prevention and management of chronic disease is indisputable. Created in 2007, Exercise is Medicine® (EIM) aims to make physical activity assessment and promotion a standard in clinical care, connecting health care professionals with qualified exercise professionals to provide evidence-based physical activity resources and programs to everyone of all abilities. Opportunities exist for exercise professionals in several areas within EIM, including exercise referral and prescription, EIM on Campus, and physical activity and EIM education. Connections between EIM and kinesiology and the need for exercise professionals to contribute to the EIM evidence are discussed.
Michelle Hamilton, Karen Meaney, and Melissa Martinez
Promoting the success of all students is one of four institutional goals at Texas State University. Retention and graduation rates provide information regarding the academic progress and success of specific student cohorts. To gain a deeper insight into student success within the undergraduate kinesiology/exercise and sports science program at Texas State University, an equity audit was conducted during the fall 2019 academic semester. An equity audit provides a lens to critically examine institutional data to identify inequities in academic programs and student achievement based on specific variables, such as gender, age, race, and socioeconomic status. This article provides a model for conducting an equity audit in kinesiology/exercise and sports science programs, reports the findings, and highlights strategic actions implemented to combat inequities in student success.