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Andrew C. Billings, Paul J. MacArthur, Simon Licen, and Dan Wu

Media renderings of the Olympics continue to offer opportunities for hypernationalism. This study analyzes the same basketball game (U.S. vs. China in men’s basketball at the 2008 Summer Olympics) through the lens of 4 different telecasts in the United States, China, Slovenia, and Canada. Results illuminate us/them and collectivist/individualist dichotomies, differing themes of redemption and expectation, and stark contrasts in network style and content in game coverage. Ramifications for theory, fans, and network gatekeepers are postulated.

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Jennifer Smith Maguire

The contemporary United States fitness industry, in conjunction with the medical endorsement of exercise and the marketing of lifestyle consumption, has made possible the emergence and rapid growth of health and fitness services. This paper brings together the sociological fields of work, consumption, and physical culture, suggesting how the structure and organization of personal training impacts upon how fitness is sold. Drawing from interviews with personal trainers, the occupation is discussed as a combination of frontline service work, emotional labor, and flexible work strategies, resulting in a variety of job roles: the representation of the fitness club, the brokering of clients’ consumer relationships with the fitness industry, the motivation of clients through service relationships, and the entrepreneurial cultivation of a client base and semi-professional authority.

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Noora J. Ronkainen, Amanda Shuman, and Lin Xu

broader project in which 16 men were also interviewed, but in this paper, we focus exclusively on the women in order to provide a closer analysis of how they narrated their running practices within global and local discourses on running, health, and gender. Gender Tensions and Self-Cultivation in a

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Kathleen A. Martin Ginis

Over the past decade, researchers have faced increasing pressure to bridge the gap between the generation of new knowledge and the translation of that knowledge into applications and products that can benefit society. SCI Action Canada is an example of a community-university partnership approach to bridging the research generation-knowledge translation gap. It is an alliance of 30 community-based organizations and university-based researchers working together to increase physical activity participation among people living with a spinal cord injury (SCI). This paper provides an overview of activities undertaken by SCI Action Canada, presented within the framework of key principles of effective knowledge translation. Recommendations are made for the cultivation of successful community-university partnerships to develop, evaluate, and implement physical activity innovations.

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Ramon Spaaij and Nico Schulenkorf

Recent research has examined how sports events and sport-for-development projects can create, sustain, and maximize positive social impacts for local communities. This article takes this debate forward by arguing that the cultivation of safe space is a key ingredient of sport-for-development management and community event leverage. Safe space is conceptualized as a multidimensional process that involves physical, psychological/affective, sociocultural, political, and experimental dimensions. Drawing on empirical findings from Sri Lanka, Israel, and Brazil, the article shows how these dimensions of safe space operate and interact in practice, and identifies practical strategies that sport managers, policymakers, and practitioners can use to cultivate safe spaces in and through sports projects and events.

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Samantha King and Gavin Weedon

. Consumer bodies—animal and human—are, in turn, instrumentalized. Since protein powder is fed back to dairy cattle and their calves who grow bigger and faster on a diet that includes whey, both their reproduction, and the cultivation and satiation of strong, lean, humans who purchase fetishized nutritional

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Lin Yu, Hanhan Xue, and Joshua I. Newman

exporter-nation can disperse manufactured commodities, a key (media) market, a site of cultivation for Western liberal democratic ideals and practices, and a catalyst for cross-sector economic development. Through our analysis, we illustrate that such widely publicized policies and discourses reconstitute

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Meg G. Hancock, Alicia Cintron, and Lindsey Darvin

; Savickas, 2002 ). Thus, it is important to consider how men and women learn about careers in intercollegiate athletics, as well as how that learning process influences career paths. Such information can give insight in to the cultivation of career interests and potential career paths for men and women

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Emmanuel Macedo

presented as an enriching part of the European region. The CE knew that peace began with reframing diversity as a strength and that its strength depended on the cultivation of citizens who respect each other and interact. As such, cultural action in the form of programs and policies that helped preserve and

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Joshua I. Newman

. . . the critical mind, if it is to renew itself and be relevant again, is to be found in the cultivation of a stubbornly realist attitude. The mistake we made, the mistake I made, was to believe that there was no efficient way to criticize matters of fact except by moving away from them and directing