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Nicky Lewis, Walter Gantz, and Lawrence A. Wenner

while watching. It seems reasonable to expect that these behaviors will vary based on the content of the event itself (i.e., whether the game is close or not). Furthermore, it is anticipated that sports fanship intensity will be positively associated with game-related behaviors. The findings here should

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Laramie D. Taylor and Irena Acic

fanship may further guide what goods and services are most likely to attract (and satisfy) fans. To date, most research dedicated to understanding antecedents of sports fanship has emphasized fan motives ( Agas et al., 2012 ; Sloan, 1989 ; Wann, 1995 ). Little research has been dedicated to

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Roger Cooper and Tang Tang

The 2012 Super Bowl was the most-watched television program in U.S. history and represented a wide-scale expansion to online and digital environments. This case study examined the role of gender in explanations for viewing the Super Bowl and for simultaneous media uses during the game. Results indicate that both men and women still relied on the traditional television for Super Bowl viewing. Newer media were used as a second-screen experience to complement the telecast or to gain additional information and social interaction. Gender differences underlie explanations for watching the Super Bowl on television and for simultaneous media uses. Findings suggest that women engaged with nonfootball elements that propel the Super Bowl from a sporting event to a societal event, whereas men indicated stronger interests in the game itself.

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Sitong Guo, Andrew C. Billings, and James C. Abdallah

not only by whether he left his current/home team but also by what team—and, more pertinently, circumstance—he left his current home team to join. Such a structure provides audiences not only with a deeper understanding of sports fanship but also about the manner in which in-groups and out-groups are