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.
Dans le schème d’une histoire globale, cet article propose d’étudier la vie et la carrière sportive du marathonien Abebe Bikila au regard des transformations socio-culturelles de la décennie soixante. Pour ce faire, l’étude emprunte à un vaste panel de sources secondaires, à la presse d’époque, ainsi qu’aux archives du Comité international olympique. Elle s’articule autour de trois échelles d’analyse: l’individu et son réseau; les nations et leurs identités; l’Olympisme et la mondialisation. L’Ethiopien apparaît alors comme le symbole d’un nouvel ordre olympique, porté par la densification des échanges/transferts culturels, l’affirmation d’identités nationales renouvelées et l’internationalisation du CIO. À ce titre, l’histoire d’Abebe Bikila – athlète et témoin de son temps – est aussi celle d’une globalisation culturelle accélérée à l’aube du Second XXe siècle.
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.