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Emily A. Roper and José A. Santiago

also a vital component of the conversation surrounding representation. Bruce ( 2016 ) noted that an important limitation of the research dedicated to sport media representation of women is the privileging of gender identity at the expense of its intersections with race, ethnicity, age, ability, and

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Qiwei Huang and Ryan M. Brewer

This case examines dilemmas evolving in China’s premier soccer league, the Chinese Super League. A plan is suggested for confronting the league’s challenges, with recommendations that focus on creating a harmonious and competitive league. Challenges arise from the political and economic transformation currently taking place in China, affecting league operations. While the league stands at a precipice of change on the eve of the Beijing Olympic Games, its viability as a going concern is uncertain. Part of the uncertainty derives from an unregulated system of league policies that have been poorly communicated and unenforced, resulting in discord. Development of league regulations and communication protocols remains largely government driven and would be best if consistent with the local culture, but commercial issues of league operations are also important. Enhancing the effectiveness and consistency of culture-sensitive communication protocols—especially between the government, media, and league officials—will increase participation from league stakeholders.

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Elaine Chiao Ling Yang, Michelle Hayes, Jinyan Chen, Caroline Riot, and Catheryn Khoo-Lattimore

different perspectives and neutralize the masculine sports culture, especially among the younger generation, as 99% of Australians in the 15–17 years of age group are internet users ( Australian Bureau of Statistics, 2016 ). Nevertheless, limited research has investigated the social media representation of

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Sally Shaw and John Amis

Studies that have examined the disparity in investment between men's and women's sports are rare and are generally distributional in nature. Little research has been carried out that has explored the reasons why managers tend to invest in men's sport instead of women's. Given the rise in sponsorship spending, and the increasingly strategic nature of such investments, this represents an important gap in the literature. The purpose of this paper was to explore conceptually and empirically some of the possible reasons for this disparity. By examining the agreements made by the sponsors of two international women's sports teams, we found support for the contention that the values and beliefs of decision makers, the media representation of sport, and mimetic pressures on managers combine to heavily influence decisions about what and who to sponsor. We also suggest that if such factors can be overcome, women's sport has the potential to be a very useful marketing tool for certain firms.

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Karen H. Weiller and Catriona T. Higgs

Patriarchal ideology and subsequent gender differences are reproduced in various cultural practices, with organized sport being one of the most important and critical arenas for perpetuating this ideology. Conventions for representing gender in mass media have come under increasing scrutiny during the last 25 years (Boutilier & San Giovanni, 1983; Higgs & Weiller, 1994; Weiller & Higgs, 1993). In this study we endeavored to increase current understanding of how gender is represented in the production and content of televised coverage of four professional golf tournaments. Both quantitative and qualitative research methods were used to analyze the content of gender images in televised coverage of womenis and men’s professional golf tournaments. Based upon the results, gender marking/comparisons were consistently present throughout the two women’s events examined, and differentials existed with respect to time allocations in story focus for male and female golfers. Noticeable differentials were found in commentators’ descriptions of strength, as well as type of personal information provided.With this study, an extention of previous research, we demonstraed that what is occurring in media representation of female athletes is mirrored in the professional world. In addition we advance the coverage by previous researchers and highlight the inequities that exist in one of the few areas of professional sports open to women.

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Ljudmila Zaletelj

the topics pertinent to the management of Paralympic Games: policy, stakeholders, accessibility, legacy, doping, classification, volunteer management, media representation, marketing, and sponsorship. Managing the Paralympics is the first book dedicated to the analysis of the core managerial

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Qingru Xu and Peggy J. Kreshel

individualism to examine media representation of athletes (e.g.,  Scott et al., 2019 ; Watanabe et al., 2013 ). In the limited number of studies devoted to Chinese sports culture, most scholars have either focused on one particular athlete (e.g.,  Bie & Billing, 2015 ; Pu et al., 2019 ) or assessed Chinese

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Katja Sonkeng

media representation in France and worldwide. More specifically, Kilcline dives deeper into the contentious relationship between female French track and field runner Marie-José Pérec and the French media and public in his introductory chapter before setting his sight on France ’98 football heroes in

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Emma Pullen, Daniel Jackson, Michael Silk, P. David Howe, and Carla Filomena Silva

Paralympic Committee, 2017 ), it is perhaps the single most powerful mediated representation of disability. Unsurprisingly, Paralympic coverage has presented a site of cultural critique for scholars interested in the media representation of disability and the wider impact on everyday discourses and

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James Bingaman

Australian football in the United States. Response From AFL/USAFL Borges ( 2019 ) argued that “to succeed in a media society or be represented in a media culture, nonmedia actors have to adapt to this media logic” (p. 288). The AFL, having little media representation in the United States, took to social