This article is based on the 2022 Earle F. Zeigler Lecture Award that I presented in Atlanta, Georgia. For this paper, I reflect upon my career as a qualitative sport management researcher, with a specific focus on the mistakes I have made. I have two objectives with this paper. One objective is to advocate for continued learning about and rethinking how we conduct qualitative research. The second objective is to highlight ways in which we, as a field, can improve our qualitative research literacy. In the paper, I discuss eight learnings on the topics of ontologies and epistemologies, research designs, themes, pseudonyms, rigor, generalizability, positionality, and the publisher SAGE. In learning from my mistakes, we can be better consumers, producers, and evaluators of qualitative research.
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“The Best Teacher Is Also a Student”: Improving Qualitative Research Literacy by Learning From My Mistakes
Larena Hoeber
Determinants of an Innovation Process: A Case Study of Technological Innovation in a Community Sport Organization
Larena Hoeber and Orland Hoeber
There has been little attention given to examining innovation under the conditions in which community sport organizations (CSO) operate. In this case study, the process under which one CSO undertook a technological innovation is explored. The purpose of this research was to classify the determinants that contributed to the innovation process, and identify at which particular stages of innovation those determinants were critical. Interviews and focus groups with key stakeholders were conducted during the innovation process. Observations were made at important points during the implementation of the innovation. Leadership commitment, pro-innovation characteristics, organizational capacity, simple organizational design, and involved and interested external parties were identified as determinants of this technological innovation. The findings illustrate multiple determinants of innovation at the managerial, organization, and environmental levels. Some of these span the entire innovation process, while others are critical only at particular stages.
Collaborative Self-Ethnography: Navigating Self-Reflexivity in a Sport Management Context
Shannon Kerwin and Larena Hoeber
The main goal of our article is to encourage personal reflection within the field of sport management as a tool to strengthen methodological approaches in our research. We explore and discuss the utility of collaborative self-ethnography as one way to acknowledge personal identities through a reflexive account of our experiences as sport fans and sport researchers with this methodology. We draw on a previous study of our experiences as sport fans to illustrate techniques, downfalls, and benefits of studying one’s experiences in a collaborative methodological approach. We have two objectives: First, we hope to encourage sport management researchers to acknowledge and reflect on their personal identities related to sport, such as being a fan, coach, volunteer, or former participant, in their research. Second, we aim to demonstrate the utility of collaborative self-ethnography as one way to incorporate reflexivity in sport management research and theory development.
Exploring Organizational Culture Through Artifacts in a Community Figure Skating Club
Cathy Mills and Larena Hoeber
Although some elements of community sport organizations (CSOs) are welcoming and shared across all members, others may be contested. Organizational culture provides a conceptual lens through which to understand the meaning and experiences associated with CSOs. As the outer layer of organizational culture (Schein, 1985), artifacts can give further insight into participant experiences. The purpose of this study is to examine members’ perceptions of artifacts in a local figure skating club. We used Martin’s (1992, 2002) three perspectives to illuminate integrated, differentiated, and fragmented perspectives of The Club’s organizational culture. Eight skaters and seven adults from a midsize figure skating club in Canada participated in photo-elicited interviews. We found integration in participants’ discussion of the unique figure skating facility, differentiated perspectives of achievement-oriented artifacts, and fragmented perspectives of the skaters’ dressing rooms. Our research demonstrates the importance of examining the meanings associated with artifacts in sport organizations.
Female Sport Fans’ Experiences of Marginalization and Empowerment
Katherine Sveinson and Larena Hoeber
Female sport fan research has been gaining momentum in recent years (e.g., Farrell, Fink, & Fields, 2011; Osborne & Coombs, 2013; Pope, 2011, 2013; Sveinson & Hoeber, 2015). Much of this research focuses on the marginalization that these sport fans experience (e.g., Crawford & Gosling, 2004; Jones, 2008; Sherlock & Elsden, 2000), with little attention given to experiences of empowerment. Therefore, this study sought to explore if female sport fans’ experiences involve marginalization, empowerment, or both and what contributes to these experiences. Multiple individual interviews were conducted with seven highly identified, displaced female sport fans. The data were analyzed through a three-step process involving open, axial, and selective coding (Strauss & Corbin, 1990). The findings demonstrated that the participants experience marginalization based on assumptions that women are inauthentic sport fans. They also felt empowered when they were able to demonstrate legitimacy and authenticity in their fanship.
“A Strong Man Is Direct and a Direct Woman Is a Bitch”: Gendered Discourses and Their Influence on Employment Roles in Sport Organizations
Sally Shaw and Larena Hoeber
Despite increasing numbers of women in senior sport management positions over the past 30 years, men still remain dominant in these roles, indicating a level of gender inequity within sport management. It is often assumed within sport organizations that women are well-matched for lower level management roles, whereas men are more suited to senior management roles. In order to understand perceptions held about women's and men's abilities related to sport management, it is necessary to understand and then analyze discourses, or dominant forms of knowledge, that influence various employment roles in sport organizations. After analyzing organizational documents and transcripts from interviews with 35 employees from three national sport organizations in England, it was found that senior management roles were heavily dominated by discourses of masculinity that are linked to men and are highly valued in sport organizations. In contrast, women and discourses of femininity are associated with employment roles that are undervalued within organizations. There is, however, the potential for resistance to these discourses on a number of levels and this is discussed with relation to one organization's commitment to change “taken for granted” assumptions about gendered employment roles in sport management.
A Systematic Methodology for Preserving the Whole in Large-Scale Qualitative-Temporal Research
Orland Hoeber, Ryan Snelgrove, Larena Hoeber, and Laura Wood
Large-scale qualitative-temporal research faces significant data management and analysis challenges due to the size and the textual and temporal nature of the datasets. We propose a systematic methodology that employs visual exploration to produce a purposive sample of a much larger collection of data, followed by a combination of thematic analysis and visualization. This method allows for the preservation of the whole, producing thematic timelines that can be used to elucidate a narrative of incidents or issues as they unfold. We present a step-by-step guide for this methodology and a comprehensive example from the domain of social media analysis to illustrate how it can be used to reveal interesting temporal patterns among tweets relevant to a noteworthy incident. The approach is useful in sport management, particularly for research related to fan behavior, critical incident management, and media framing.
“Be a Good Fan During the Good, the Bad, and Even the Ugly”: Exploring Cultural Boundaries Through Sport Fan Discourses on Twitter
Katherine Sveinson and Larena Hoeber
While sport fandom can be assumed to be inclusive, a deeper exploration of discourses around fandom exposes alternative perspectives. Using the frameworks of cultural boundaries and critical discourse studies, we explored how sport fans use Twitter to create, maintain, and transform cultural boundaries of sport fandom. We used tweets from a season of the Toronto Blue Jays baseball team as a case. Data were collected via Visual Twitter Analytics software focusing on tweets containing #LetsRise and #BlueJays. From the larger data set, we selected 172 tweets to examine using critical discourse analysis and ideological structures of discourse. Findings demonstrate that discourses of loyalty, consumption, and unity have plural meanings and are used to draw boundaries that are simultaneously fluid and rigid. Thus, we argue that fans engage in an active process of determining who is and is not included in fan cultures through Twitter use.
Fashion Versus Comfort: Exploring the Gendered Marketing Messages of Sport Team Licensed Merchandise
Katherine Sveinson and Larena Hoeber
Sport team licensed merchandise plays an important role in sport fan experiences. Existing work has explored how consumers perceive these items, motivation and consumption habits, and intent to purchase. Extending upon the performative sport fandom framework, this study explores the marketing messages of sport fan merchandise, and the resulting implied gendered and fan performances. Employing a multimodal critical discourse analysis, we analyzed the top 20 T-shirts for men and women for five National College Athletic Association institutions on their official ecommerce sites. By examining the text descriptions, visual images, and messages perceived when combining text and visuals, we found that the marketing messages of clothing items rely heavily on traditional discourses of femininity and masculinity, placing gender performances as more relevant to fan performances for women. Atypical designs suggest alternative gender and fan performances but continue to indicate that gender identity is central to clothing appearance and messaging to consumers.
Critical Discourse Analysis as Theory, Methodology, and Analyses in Sport Management Studies
Katherine Sveinson, Larena Hoeber, and Caroline Heffernan
Critical discourse analysis (CDA) is a theory, methodology, and type of analysis used across various fields, including linguistics, sociology, and philosophy. CDA focuses on how language is used; discourses are found within language, and knowledge is created through these discourses. CDA can be beneficial to sport management scholars who seek to question existing power structures. The purpose of this paper was to highlight the value and appropriateness of CDA for Journal of Sport Management readers in an effort to see this approach become more prevalent in the journal. The authors shared their perspectives about the lack of critical qualitative methodologies in Journal of Sport Management, presented theoretical foundations of CDA, showcased its application in sport management studies, and explored four theoretical, methodological, and analytical approaches for future use. The authors also provided suggestions for scholars to adopt discourse-related methodologies to enhance knowledge creation in their field. Finally, the authors acknowledged the limitations of this approach.