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Joshua I. Newman

In this coda, I consider the oncoming and already-present “crises” (see Giardina & Laurendeau, this issue) which threaten to unsettle the Enlightenment (and its hermeneutic legacies) substrata scholars of sport and the active body rest their work upon. In so doing, I aim to take up a number of the questions posited by the guest editors in their call for papers for this edition. I look back on the research and research acts that have come to hold sway in our field to reflect upon what the contents of this special issue might tell us about the politics of evidence, knowledge, and research action within such a state of metaphysical disorientation. I do so with this question in mind: what if these epistemological and ontological bases—the very axioms of intellectual reason and the pursuit of knowledge—no longer carried (much) value? What if the institutions which house our work no longer privileged the very foundational metaphysics—Enlightenment axioms of inquiry and reason—upon which our endeavors are hoisted? In short, what would sociocultural inquiries of the sporting and active body beyond Enlightenment look like?

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Yonghwan Chang, Yong Jae Ko and Brad D. Carlson

pleasure–arousal theory ( Russell & Pratt, 1980 ) and the cognitive theory of pride ( Davidson, 1976 ), the three emotional profiles of pleasure, arousal, and pride are identified as explicit affective attitudes. We test the feasibility and predictive validity of the AEI in the context of athlete

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Yong Jae Ko, Yonghwan Chang, Wonseok Jang, Michael Sagas and John Otto Spengler

behaviors (e.g.,  Appelbaum et al., 2012 ; Donavan, Carlson, & Zimmerman, 2005 ; Mowen, 2004 ). For example, applying Mowen’s (2000) hierarchical approach to spectator personality, Donavan et al. (2005) found that the personality traits of extraversion, agreeability, need for arousal, and materialism

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Christine M. Brooks

Recently the International Beach Volleyball Federation (FIVB) implemented a uniform rule that many protesters felt was designed to use the female players as sex objects to attract an audience. In marketing terms, the FIVB implemented a sexual appeal strategy to market their sport. This is only one example of the use of sex and eroticism to promote a sport. There are many others including cheerleaders, fitness programming, bodybuilding, men’s professional soccer and Australian Rules football. Sex in advertising has been a long-debated subject and very little is known about its lasting effects. Sexual appeals play to the sexual survival motive that consists of three elements: sexual gender, sexual impulse and sexual inhibition. Whenever any of these elements appear in advertising, the general goal is to arouse desire for a product. In this paper I examine the strategic purpose for using sexual appeals, the manner in which they impact target audiences, and the potential consequences of this marketing approach. It is clear from the literature that sexual appeals draw attention to the sport using it. However, this attention occurs at the risk of target audiences perceiving the athlete as poor quality, as a negative symbol, or as something less that a true athlete. Sponsors must also worry about being associated with sports that use sex appeals because if the spectator is irritated then this irritation could transfer to the sponsor’s products.

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Choong Hoon Lim, Tywan G. Martin and Dae Hee Kwak

The current study employs the hedonic paradigm model (Hirschman & Holbrook, 1982) to investigate the interceding function of emotions on the relationship between personality (i.e., risk taking) and attitude toward mixed martial arts. This study also examines sport-media (e.g., television) consumption of a nontraditional sport. Structural equation modeling was used to examine the proposed model incorporating risk taking, pleasure, arousal, attitude, and actual consumption behavior. The study found a significant mediation effect of emotion (pleasure and arousal) in the relationship between risk taking and attitude. In addition, attitude showed a direct and significant influence on actual media-consumption behavior. Theoretical and practical implications of the results are discussed, along with future directions for research.

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Justin Robert Keene, Collin Berke and Brandon H. Nutting

This study, based on previous work, investigated the interaction of camera angle, arousing content, and an individual’s general and school-specific fanship on the cognitive processing of and emotional reactions to sport communication from a top-down and bottom-up perspective. Cognitive processing was defined as the resources available for encoding and was indexed using secondary-task reaction times, and self-reported positivity, negativity, and arousal were also measured as an index of emotional reactions. Results indicate that general and school-specific fanship have differential effects on cognitive processing and emotional reactions. In addition, in a replication of previous work, it would appear that different camera angles do not have different effects on cognitive processing. The implications of the top-down and bottom-up approach for the sport communication experience are discussed for both sport researchers and sport communication practitioners.

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R. Glenn Cummins and Collin K. Berke

Although a variety of tools are employed to package sport for at-home consumption, instant replay is among the most ubiquitous. Excitation transfer theory has been a useful lens for explaining how emotion compounds during sport consumption, but research has failed to explore how instant replay can serve to facilitate the transfer of arousal between sequential events in televised sport. This experiment invokes excitation transfer to examine how both the nature of content and instant replay can facilitate sustained arousal and enhanced evaluations of events in the context of college football. Results suggest the superiority of game content to facilitate excitation transfer, both in terms of objective measures of emotion and self-reported enjoyment. The production feature examined here, instant replay, yielded mixed results. Although it failed to consistently impact objective physiological measures of emotion, it did elicit enhanced enjoyment when the content being represented was intrinsically exciting.

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Udi Carmi and Orr Levental

Israeli football team to play a series of games in the United States. The choice of players who were on active duty in the Israel Defense Forces (IDF) was intended to arouse identification with the young state and even boost donations to Israel. Another objective was to “warm up” relations with the

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John D. Fair

meeting Eddie Fisher . . . then a famous singer with his own TV show.” 27 Their budding romance aroused far more attention and acclaim than her role in the film and provided an emotional substitute for her contrived and unconvincing on-screen romance with Damone. In striking contrast to the perky

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Liam Kennedy, Derek Silva, Madelaine Coelho and William Cipolli III

, 33 – 38 . Harris , F.C. ( 2006 ). It takes a tragedy to arouse them: Collective memory and collective action during the civil rights movement . Social Movement Studies, 5 ( 1 ), 19 – 43 . doi:10.1080/14742830600621159 10.1080/14742830600621159 Hawdon , J. , & Ryan , J. ( 2011 ). Social