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Rachel Vaccaro and Ted M. Butryn

represented a form of neglect of mental illness in the athletic environment and showed the trivialization of mental illness as a part of sport culture. This overarching theme presented with three sub-themes that were identified from the media analysis: 1) Favor Hamilton as a disgrace, 2) Favor Hamilton

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“Beez” Lea Ann Schell and Stephanie Rodriguez

Socially constructed ideals regarding gender, sexuality, and corporeality often work to constrain efforts by marginalized groups to claim subjectivity through participation in sport. Increased participation in sport by female athletes has generated increased attention by national and international sport media. Though this might be thought of as a positive consequence, some researchers find that mainstream media contribute to dominant ideologies that depict sport as primarily a male (and nondisabled) domain. The purpose of this paper is to explore, through the example of Paralympian Hope Lewellen, how a woman athlete with a disability may claim subjectivity through sport, thereby subverting stereotypic concepts of gender and disability. Further, we analyze how the sport media simultaneously works to repress Lewellen’s subversive potential by portraying her in stereotypical ableist ways.

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Judy Liao and Pirkko Markula

In November 2010, the US media reported that basketball player Diana Taurasi tested positive for a banned substance while playing in Turkey. In this study, we explore the media coverage of Taurasi’s positive drug test from a Deleuzian perspective. We consider the media coverage as an assemblage (Deleuze & Guattari, 1987; Malins, 2004) to analyze how Taurasi’s drug using body is articulated with the elite female sporting body in the coverage of her doping incident (Markula, 2004; Wise, 2011). Our analysis demonstrates that Taurasi’s position as a professional basketball player in the US dominated the discussion to legitimize her exoneration of banned substance use. In addition, Turkey, its “amateur” sport and poor drug control procedure, was located to the periphery to normalize a certain type of professionalism, doping control, and body as the desirable elements of sporting practice.

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Margaret Carlisle Duncan

Sport media scholars have been increasingly interested in studying sport media texts for their meanings, particularly meanings that relate to gender and gender stereotypes. I argue that it is time to go beyond our present level of sport media analysis by identifying the formal structures that give rise to individual texts. Using the method of homology, I examine three dialectical formal structures or mechanisms of patriarchy: objectification, commodification, and voyeurism. I then select a particular text, the March 1992 Sports Illustrated swimsuit issue, to show how these mechanisms are manifested in the photographs and captions. Finally, I situate the three mechanisms in the historical and cultural contexts of the last decade and a half, where political events reveal the underlying formal structures of patriarchy.

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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.

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Pirkko Markula

This paper aims to reconstruct the cultural dialogue surrounding the female body image in aerobics. To do this I have used several methods: ethnographic fieldwork, interviews, and media analysis. I found that the media ideal is a contradiction: firm but shapely, fit but sexy, strong but thin. Likewise, women’s relationships with the media image are contradictory: They struggle to obtain the ideal body, but they also find their battles ridiculous. I interpret my findings from a Foucaultian perspective to show how the discourse surrounding the female body image is part of a complex use of power over women in postmodern consumer society. In addition, I assume a feminist perspective that assigns an active role to the individual aerobicizers to question the power arrangement.

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Joseph Maguire, Jack Black and Becky Darlington

Debates regarding the Olympic Flame Relay oscillate between questions concerning the symbolic value of the Relay and the commodified nature of the Games more generally. While some argue for the potential intercultural understanding that the Flame Relay fosters, others point to the extent to which Olympism is embedded within the practices of commercial companies. Research thus tends to use either ethnographic accounts or media analysis—the former being seen by some as authentic and the latter viewed as capable of capturing the commodified context of such consumption. Attention is given here to its visit to one town and how people experienced the Relay themselves, against its (re)construction in local and national mediated accounts. Data were collected from interviews with those watching the Flame Relay, extensive photographic records, fieldwork observations, and local media coverage of the event. The ritual itself appeared temporary, superficial and contoured by the major sponsors of the Relay. While the Flame had some local significance, claims made for its broader symbolic value appeared muted—people knew less about Olympism and were less moved by its symbolism.

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Kim Toffoletti, Catherine Palmer and Sumaya Samie

authors illuminate the ethical implications and associated consequences of incorporating seemingly “positive” representations of girls from the Global South in SfD organizational campaigns. Also engaging with representational politics is Stevenson’s media analysis of Sarah Attar – a US citizen and

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Monique Potvin Kent and Clive Velkers

. Another strength was the use of Nielsen Media Research data, which is considered the gold standard in media analysis. Data were purchased for 27 stations, including 2 CSC (the only children’s stations monitored by Nielsen) for the largest English-language media market in Canada (Toronto). Our findings are

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Andrea N. Geurin

. ( 2010 ). Look who’s talking—athletes on Twitter: A case study . International Journal of Sport Communication, 3 , 501 – 514 . doi: 10.1123/ijsc.3.4.501 Peña , E.F. , Arauz , M. , Sha , A. , & Garcia , S. ( 2011 ). Social networking and the Olympic movement: Social media analysis