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1.
This study explores how women sports fans have engendered a boom of US advertising images and narratives that comply, confound and resist traditional gendered roles. Against the backdrops of the gender regime and hegemonic masculinity, this analysis interrogates female fan typologies to illustrate how female fandom is constructed and constrained through advertising. This piece focuses on five television advertisements broadcast throughout the 2015–2016 NFL play-offs and NCAA tournaments. This article also explores online responses to the ads to indicate how commercial interests reflect our popular imagination regarding female sports fandom. Often, these images reinforce female fans as mothers, love interests and objects while idealizing heteronormative, feminine physical attractiveness. These strategies position female fans not as agents but as fans in relation to the hegemony. Ultimately, this reasserts men as privileged, authentic sports fans even as women’s presence and access to sports is legitimized.  相似文献   

2.
《Sport Management Review》2019,22(5):736-747
Given the growth in the female sport fan base of North American major league sports and the development and expansion of women’s team-related apparel, the purpose of this study was to examine women sport fans’ perceptions of team apparel. The authors collected data through in-depth interviews with 16 Canadian women who self-identified as fans of professional sport teams. They perceived a lack of options in team apparel, despite the development of women’s clothing lines. Analysis of the aesthetics, symbolism, and instrumentality of team apparel using a third-wave feminist approach provides socio-cultural explanations for women fans’ dissatisfaction with existing offerings. This approach advances understandings of the social circumstances shaping women’s sport experiences as fans and the impact of gender on consumer engagement. Results suggest that sport teams need to recognize the diversity of women’s gender identities and expressions and provide a wider range of clothing that demonstrate their status as authentic fans.  相似文献   

3.
Traditionally, football and fandom have been male domains and celebrations of masculinity. So far there has been some sociological and historical research on women's football; however, little is known about women's fandom, in particular about its formation and development. This article focuses on the historical development of a Danish women-only fan group called ‘The Female Vikings’, which support a professional football club, Lyngby Boldklub (BK), in a city north of Copenhagen. The article explores the backgrounds and motivations of female fans, as well as their ways of staging femininity in a man's world. Drawing on available information about football and fans in Denmark, we have reconstructed the developments of both Lyngby BK and its supporters. Special focus was placed on the histories and cultures as well as the experiences of female fans in this club. Insights into the foundation of the women's fan group were provided by problem-centred interviews which also contained open questions. The foundation and activities of the Female Vikings show how women can perform gender in the fan's stands and how they play a significant role in the fan movement. The interviews also reveal the loyalty of the female fans during the club's ‘crisis’ and their ‘collective memories’.  相似文献   

4.
Abstract

This is an online content analysis using Discourse Tracing to make sense of how rugby league fans talk about changes in the game since the 1980s. Specifically, we are interested in how fans discuss Tina Turner singing ‘(Simply) the Best’ and another song in a famous marketing campaign for Australian rugby league’s professional Winfield Cup. We will use comments below the line on YouTube and in two public fan chat-rooms to explore how the remembering the video constructs a shared myth of Australian and British white working-class masculinity. We argue that while alternative constructions of Australian and British masculinity and national identity are present in this nostalgia, there is also a yearning for a time when hegemonic masculinity intersected with white, working-class nationalist identities and which was reflected in the imagery in the promotional videos.  相似文献   

5.
This article examines the experiences of seven men who play for the Otago men’s netball team (in Dunedin, New Zealand). Despite playing a sport that was initially invented as women’s basketball and in an association that has historically had a strong gay and trans* presence, they subscribe to rather hegemonic definitions of masculinity. All the players are both heterosexual and consider homosexuality incompatible with hegemonic masculinity. However, they also characterize homophobia as vulnerability and therefore a failure of masculine power. This suggests that there may be some shifts in definitions of hegemonic masculinity within this context. The traditional southern ‘hard man’ is therefore relegated to second-tier status: it is the man who tells his rugby mates that he likes netball that must ‘have a bit of bloody strength’.  相似文献   

6.
Government and sport organisations have spent considerable resources on increasing the number of female coaches in sport, yet women are still significantly under-represented in this sector. Research directed towards understanding why females remain involved in coaching in the Australian sport system has tended to focus on individual barriers and motivations, with generally less attention given to the organisational setting in which coaches work. To examine why there continues to be low numbers of female coaches in elite sport, Kanter's (Kanter, R. M. (1977). Men and women of the corporation. New York: Basic) organisational theory of homologous reproduction was used to guide a case study of a state sport organisation (SSO). Results indicated that organisational strategies, prevailing hegemonic masculinity, and systemic barriers in the SSO were sustaining male coaching dominance in the organisation whilst marginalizing women.  相似文献   

7.
Although the practice of building brand equity in the context of professional sport teams is popular, the formation of sport team brand equity in the sport marketing literature is still relatively unknown and incompletely understood. In this study, the authors propose a dual-identification model to examine the formation of sport team brand equity in an Asia-based professional team sport setting. Baseball fans (N = 548) of the Chinese Professional Baseball League (CPBL) in Taiwan participated in the self-administered survey. A Partial Least Squares Structural Equation Model analysis revealed that marketplace characteristics (including group experience, salient experience, team history, and fan rituals) and brand-identified-related factors (including self-congruity and team brand prestige) were significantly related to identification with sport team and identification with sport team brand, respectively. In turn, both identification with sport team and identification with sport team brand were significant predictors of sport team brand equity. These findings highlight the importance of studying a dual-identification model in order to understand how sport team brand equity forms and suggest implications for sport team managers.  相似文献   

8.
Hegemonic masculinity, a framework where stereotypically masculine traits are over-emphasized, plays a central role in sport, partly due to an excessive focus on winning. This type of masculinity marginalizes those that do not possess specific traits, including many women and men. I argue sport reform focused on mitigating hypercompetitive attitudes can reduce this harmful and marginalizing hegemonic masculinity in sport. I make this argument first by challenging the dichotomous nature of sport, especially in recognizing that all outcomes are a blend of winning and losing, that ties are relevant and informative outcomes to contests, and that winning and losing do not always tell accurate stories of the outcome. Secondly, I contend that expanding the potential outcomes in sport can help broaden the emphasis of competitive sport to take into account playing well and improving, in terms of both the test and the contest. I conclude that these reforms decrease hegemonic masculinity, making sport better for all.  相似文献   

9.
Abstract

By the metric of average home attendance, the Portland Thorns of the National Women’s Soccer League are the most popular women’s professional sports team in the world. This paper investigates that distinct sports context through a mixed-methods case study of Thorns fandom, asking what fans themselves perceive to be salient elements of a successful fan culture for women’s professional soccer and what motivates their fandom. Drawing on survey data that are contextualized by ethnographic observations and interviews, we offer an interpretive analysis of ways Thorns fandom hybridizes elements of traditional and alternative sports fandom. Our findings highlight the emphasis Thorns fans put on quality soccer in a professional atmosphere where fans themselves create the supporters culture, along with the symbolic importance to fans of identifying with values such as gender empowerment, diversity and inclusion. We discuss ways these themes might offer and inform alternative models of sports fandom.  相似文献   

10.
Sport is often described as a field containing competitive and hierarchy shaping activities. However, in Sweden and elsewhere, this field is also permeated by democratic principles where, for example, everybody has the right to participate in children’s and youth sports regardless of gender, ethnicity or physical ability. In Sweden, there are distinct objectives for gender equality, where women/girls and men/boys should ideally be treated and recognised equally. The aim of this paper is twofold: to examine how gender is enacted in the textbooks used in Swedish sports coaching and educational programmes and to identify whether any of the enactments reflect a hegemonic masculinity. The textbooks used in two of the most extensive courses arranged by the Swedish Sports Confederation, ‘The Platform’ [Plattformen] and ‘Basic Coach Education’ [Grundtränarutbildning] are in focus. The theoretical framework and methodological approach are inspired by research on sport, gender and the hegemonic masculinity thesis. In the process of analysis, the hegemonic perspective is central. During the analysis, four themes are identified as expressions of a hegemonic masculinity and, thus, as obstacles to gender equality. Firstly, the binary sex norm poses a real challenge for the implementation of gender equality because it helps to shape a hierarchy that privileges men and masculinities. Secondly and thirdly, the themes ‘puberty’ and ‘the coach’ appear to be important, in that they support and contest a gendered hierarchy. Finally, there are examples of men, like sport coaches, appearing as genderless, which is interpreted as a hegemonic acceptance of the category of men (as universal and genderless subjects). By critically illuminating these themes, the paper adds to the wider research field of sport, coaching and education programmes and the complexity of gender mainstreaming in sport.  相似文献   

11.
Abstract

When engaging with ethnographic research to understand symbols associated with a club and its fan base, researchers need to reflect on the role of the ethnographer and the extent to which we can or should immerse ourselves in the field, and the importance of the insider–outsider balance. This article details how we came to understand our position as American women studying a hypermasculine English sport, including how we “worked the hyphen” (Fine, 1994). For two years, we conducted research with fans and employees of Barclays Premier League side Aston Villa Football Club. While each of these characteristics (being American and being women) might individually have been a disadvantage, we found that being double outsiders helped us open doors and gain access. This experience allowed us to meaningfully understand the symbols that create, maintain, and mediate fandom within the AVFC community.  相似文献   

12.
As there is still no commonly accepted scale to measure the brand personality of sport teams, the purpose of this study was to develop and validate the Sport Team Personality Scale (STPS) in a professional sport context. The authors conducted a series of studies in the United States and United Kingdom with fans of the English Premier League, Major League Baseball, the National Basketball Association, the National Football League, and the National Hockey League. The STPS contains 18 items that load onto six factors: success, talent, entertainment, dedication, admiration, and care. The authors compared this new scale with existing sport team personality scales and used it to explore team identification and perceptual similarities and differences among teams. Results indicate that teams map along performance (i.e., success and talent) and character (i.e., admiration and care) factors and that the character factor is a more important source of team identification than the performance factor. Taken together, these results illustrate how the STPS can help sport managers position and differentiate teams within a league to improve marketing outcomes.  相似文献   

13.
Despite claims that local and transnational supporters in the English Premier League (EPL) may be closer to each other in terms of commitment and ‘authenticity’, than often imagined, our knowledge about how transnational fans, as one of EPL’s global components, responds to other global developments in the league is limited, given what is known about traditional fans’ meeting with EPL’s ‘global powers’. This research investigates perspectives and attitudes of transnational fans; a set of Norwegian Liverpool supporters, and their experiences of the club’s ‘foreign’ ownership, as articulated on an interactive message board. Crucially, whereas the attitudes towards ownership are mixed, the findings suggest an adoption of ‘traditional’ fan cultures, and reinforce claims that local and transnational fan cultures perhaps are closer, and display more similarities, than imagined. Certain findings also strengthen the argument sustaining that ‘authentic’ fandom should not solely be seen in terms of geographical origins or presence inside stadiums.  相似文献   

14.
Uncertainty is a fundamental component of spectator sport fandom. While it may draw some fans to an event, it can be frustrating for others, as fans have little control over how preferred teams perform. As a means to cope with this unpleasant state, some sport fans perform superstitions or create rituals. Little is known, however, how such beliefs and behaviors impact the sport fan experience. In the current study, the authors explored sport fan superstition within the context of mediated team sport spectatorship through a multi-study quantitative approach. The results of Study 1 validated a multidimensional model of sport fan superstition, and superstitious behavior positively impacted in-game mood states for fans of winning and losing teams. In Study 2, the authors tested the dimensionality of sport fan superstition through segmentation and uncovered consumption differences and attribution differences for fans of winning and losing teams. Superstitious behavior was once again an influential factor, as those who behaved more superstitiously were more likely to attribute outcomes to external sources such as referees and fate.  相似文献   

15.
《Sport Management Review》2020,23(4):719-735
Sport has the capacity to intimately engage fans, deliver intensely emotional experiences, and create attachments to athletes and teams. This connection can be threatened by a number of actions or incidents, including scandals, and fans may engage in a range of behaviors to protect their identification. The purpose of this study is to explore and explicate the concept of fan empathy and illuminate the processes that fans engage in that lead to an empathetic response. Using data from online discussion forums and in-depth interviews, the authors examined empathy in the context of athlete misbehavior and indiscretions. Results provide evidence for the concept of fan empathy as both a cognitive and emotionally focused response, extending the current knowledge of fan behavior. Further, the findings reveal five sensemaking processes that facilitate an empathetic response in the context of inappropriate athlete behavior. This research has implications for sport managers seeking to manage and maintain relationships with fans, including in the face of actions or behavior that might threaten fan identification and association with the sport entity.  相似文献   

16.
《Sport Management Review》2014,17(2):190-204
Previous analysis of fan motivation suggests a number of differences exist in the sport spectatorship of female and male fans, however discrepancies are present in the collective findings. We extend the literature by drawing on sport economic demand research, testing how specific game characteristics influence consumption patterns for each gender. Through the examination of NCAA football game broadcasts, our results support the importance of female pre-game viewership to establish fan status. By contrast, among the many variables tested, gendered-differences in the impact on game viewership are evident only with respect to income and local team participation. Moreover, we do not find differences related to anticipated or actual game competitiveness. We conclude that within game viewership patterns are essentially similar for female and male fans and offer thoughts regarding the practical implications of this research.  相似文献   

17.
《Sport Management Review》2020,23(3):374-386
Ethical leadership is increasingly studied in the context of soccer clubs, as it is believed to represent an effective answer to soccer’s “dark side.” However, current academic understanding is limited to key internal stakeholders’ perspectives, such as coaches and players. A highly relevant stakeholder group that is still largely neglected is fans, as they are believed to be uniquely able to influence leadership in sport clubs, while some of soccer’s ethical issues, such as violence and discrimination are strongly associated with fans. This study highlights this duality by referring to fans as “stakeowners,” namely legitimate stakeholders with certain rights as well as responsibilities. Moreover, the authors examine whether ethical leadership by soccer club leaders really matters to fans. Drawing on a qualitative case study in a Belgian professional soccer club, findings indicate fans care mainly about those aspects of ethical leadership that impact their own position, such as clear communication and fan empowerment. On the other hand, findings suggest fan influence on the leadership of their club should not be exaggerated. After all, the club’s leadership questions the critical importance of fans as being core to (soccer) management’s activities and leadership.  相似文献   

18.
This autoethnography explores challenging and ethically sensitive issues around sexual orientation, sexual identity and masculinity in the context of school sport. Through storytelling, I aim to show how sometimes ambiguous encounters with heterosexism, homophobia and hegemonic masculinity through sport problematise identity development for young same-sex attracted males. By foregrounding personal embodied experience, I respond to an absence of stories of gay and bisexual experiences among males in physical education and school sport, in an effort to reduce a continuing sense of Otherness and difference regarding same-sex attracted males. I rely on the story itself to express the embodied forms of knowing that inhabit the experiences I describe, and resist a finalising interpretation of the story. Instead, I offer personal reflections on particular theoretical and methodological issues which relate to both the form and content of the story.  相似文献   

19.
FC Sankt Pauli is often portrayed as a rebel football club that represents an ideal manifestation of fan centredness. But whilst the club’s reputation is mostly well earned, there is much to distinguish the fans from the club and conflict between the two is prominent and ongoing. This research, based on more than 10 years of ethnography amongst the fans and questionnaires and interviews with key individuals, looks behind the scenes to reveal how fans challenge their club, the authorities and much more beyond. Authentic voices of fan activists tell a story of fervent sport activism, fan power and resistance, alive and well inhabiting a vibrant subculture. Political praxis and protest are prolific amongst Sankt Pauli fans. By illuminating the radical sport activism of Sankt Pauli fans, this paper offers a vision for other football fans to emulate and for sport more generally to realize a more transformative potential.  相似文献   

20.
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