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Yosuke Tsuji, Gregg Bennett and James H. Leigh

The purpose of this study was to investigate factors affecting brand awareness of virtual advertising in sports. Specifically, the study tested the effects of animation, repetition, baseball involvement, and team identification. An experiment using two Latin square designs was conducted to assess the effects of these factors on awareness levels. Results indicated no effect of animation, while effects of repetition, baseball involvement, and team identification were found to affect viewers’ cognitive responses. Managerial implications, limitations, and future research are discussed.

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Ryan Charles Luke and Jaye K. Luke

At many institutions introductory exercise physiology courses are required for all kinesiology students. The laboratory portion of these courses usually involves development of knowledge, skills, and abilities (KSAs) connected with content presented in lecture. Due to scalability issues, the Kinesiology Department at California State University Monterey Bay cannot offer traditional laboratory experiences. Therefore, online and hybrid laboratory experiences were created to provide similar opportunities for students, address scalability issues, and enhance student engagement and learning. Creation of these carefully crafted laboratory experiences allowed instructors to (a) highlight and explain key foundational principles, (b) provide experiences involving practical application of material presented in lecture, and (c) present students with additional learning experiences while maintaining high learner expectations. The following article outlines the process used to create these virtual laboratory experiences for students in an undergraduate introductory exercise physiology course.

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Nancy Hamilton

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John George

Over the past 30 years almost all world-class United States sprinters have been black. There were also many fast black sprinters in the United States before the 1960s, but in addition there were a considerable number of world-class white sprinters. In fact, during the 1940s and 1950s the fastest men were white. This was not the case during the 1930s, when the best male sprinters were black. This essay discusses the phenomenon and attempts to give reasons for it. Sociological explanations seem considerably more plausible than physical characteristics based on perceived racial differences.

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Michael Gay and Semyon Slobounov

dysfunction (structural data) in the brain after trauma. Advances in modalities such as functional neuroimaging, quantitative electroencephalography, and virtual reality–based cognitive testing combined with current clinical batteries of exams such as neuropsychological testing, oculomotor examination, and

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Jay Scherer and Steven J. Jackson

Despite the rapid growth in new media technologies and interest from both sport organizations and corporations in interacting with premium consumers, very little research examines the cultural production and regulation of electronic sporting spaces of consumption. Drawing from interviews with the New Zealand Rugby Union’s (NZRU) cultural intermediaries, this article presents an investigation of the production of allblacks.com, the virtual home of the New Zealand All Blacks and the official website of the game’s governing body. Specifically, we employ a cultural-economic theoretical framework to illuminate the institutionalized codes of production and work routines of the rugby union’s cultural intermediaries who police and regulate what appears on the website to unashamedly promote an elective affinity that includes corporate sponsors, media organizations, players, and the NZRU.

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Andrew Baerg

This article addresses Leonard’s (2006a) call for inquiry into virtual sport by exploring how Electronic Arts’ Fight Night Round 2 (2005) inscribes the boxing body into the digital game. This article qualitatively analyzes the text of the game in order to consider how it deals with the immateriality of bodies in new media as it translates them into digital space. By focusing on the game’s avatar creation system and control set, I argue over and against the freedom proclaimed by theorists about new media that Fight Night Round 2 positions users within a hegemonic masculine subjectivity. The essay concludes by addressing how this positioning speaks to the significance of this mediation for boxing as the game positions users in relation to the sport.

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John R. Mitrano

While researchers have examined the economic effects of sport franchise relocation on cities and municipalities, little research has explored the social psychological effects of relocation on the fans from the cities being abandoned. Through the use of “Virtual Participant Observation” and “Inter(net)viewing,” this paper examines the meanings fans attach to franchise relocation decisions and how they make sense of and adjust to the impending loss of a civic institution such as a sport franchise. The paper also examines the root metaphors created and used by fans in the expression of their feelings, experiences, and interpretations of (a) the relocation decision, (b) the relationship of the owners and team, and (c) the relationship of the fans and team. These metaphors enable fans to make sense of a particularly disruptive situation (i.e., franchise relocation)—a decision which violates normative American cultural assumptions, core tenets, and values.

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Gavin Weedon

The process of digitization has transformed the ways in which content is reproduced and circulated online, rupturing long held distinctions between production and consumption in the (virtual) public sphere. In accordance with these developments over the past fifteen years, proponents for open access publishing in higher education have argued that the (not yet absolute) transition from physical to digital modes of journal production opens up unprecedented opportunities for redressing the restrictive terms of ownership and access currently perpetuated within an increasingly untenable journal publishing industry. Through this article, I advocate that the sociology of sport community hastens to question, challenge and reimagine its position within this industry in anticipation of a reformed publishing landscape. The impetus for the paper is to ask not whether sociologists of sport should or should not publish open access, but rather as open access publishing inevitably comes to pass in some form, what say will the field’s associations, societies and members have in these changes, and how might they help invigorate a public sociology of sport?

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Margaret Carlisle Duncan and Cynthia A. Hasbrook

Televised texts of women’s sports are examined using the hermeneutical method. This study begins with the observation that women’s participation in team sports and certain “male-appropriate” individual sports is significantly lower than men’s participation in these sports. More striking yet is the media’s (particularly television’s) virtual disregard of women in team sports and certain individual sports. On the basis of these observations, the authors frame their research question: Do these imbalances constitute a symbolic denial of power for women? To answer this question, the authors investigate televised depictions of basketball, surfing, and marathon running. In each sport, the television narratives and visuals of the women’s competition are contrasted with those of the men’s competition. These depictions reveal a profound ambivalence in the reporting of the women’s sports, something that is not present in the reporting of the men’s sports. This ambivalence consists of conflicting messages about female athletes; positive portrayals of sportswomen are combined with subtly negative suggestions that trivialize or undercut the women’s efforts. Such trivialization is a way of denying power to women. The authors conclude by asserting that sport and leisure educators have an ethical obligation to redress the imbalance of power in the sporting world.