Janet S. Fink

An Imperceptible Difference: Visual and Textual Constructions of Femininity in Sports Illustrated and Sports Illustrated for Women

The success of female athletes in the 1996 Olympics brought with it a great deal of optimism that women in sports would finally receive acceptance for their athletic talents. This optimism was concomitantly fueled by the rise of womens sport magazines. This study was designed with 2 purposes. First, through an analysis of both visual and literal texts, we sought to replicate previous research in determining whether there had been any changes in the coverage of female sports and athletes in Sports Illustrateds historically male-centered magazine. Second, the same standards of review were applied to Sports Illustrated for Women to discover if the mandates for marketing femininity are so strong that they have crossed over to this female-specific sport magazine as well. An analysis of content (1,105 articles and 1,745 photographs) within Sports Illustrated and Sports Illustrated for Women from 1997 to 1999 found that women continue to be underrepresented, portrayed in traditionally feminine sports, or shown in nonsport-related scenery in both media outlets. Within the pages of media explicitly focused on womens issues within sports, successful female athletes continue to be constructed in stereotypical and traditional conceptions of femininity that supercede their athletic ability. It is suggested that this generally unoffensive, status-quo approach has been continued to maintain marketability to advertisers and to general sports readers.

Diversity in Sport? Utilizing the Business Literature to Devise a Comprehensive Framework of Diversity Initiatives

Diversity in sport, especially in relation to those who hold positions of power in interscholastic, intercollegiate, and professional sport, seems to be some what of an oxymoron. There is ample evidence that those who are not similar to the status quo that has long dominated such sport settings (i.e., white, heterosexual, male) are far less represented within positions of power in sport than they are in the population at large (Acosta & Carpenter, 1996; Washington. 1998). Furthermore, some suggest that the maintenance of the status quo goes beyond demographics and that homologous reproduction exists in attitudes. values, and leadership priorities among those in leadership positions in sport (Boutlier & San Giovanni, 1994). Because diversity and valuing diversity have received a greal deal of attention in the corporate world, this paper utilizes the business literature in an attempt to obtain a fresh perspective regarding the lack of diversity in one of the most criticized areas of sport, Division IA inter...

Managing Employee Diversity: Perceived Practices and Organisational Outcomes in NCAA Division III Athletic Departments

The literature suggests that organisations that engage in proactive diversity management strategies are more likely to experience positive organisational outcomes than those that shun or ignore diversity. This study assessed the diversity practices present in Division III intercollegiate athletic institutions in order to determine whether the differences in diversity practices affected individual and organisational outcomes. Members of National Collegiate Athletic Association Division III athletic organisations1 (N = 281) responded to a survey designed to assess strategies for managing diversity, as well as individual and organisational outcomes. Results suggested that different diversity practices are indeed related to significant levels of variance in perceptions of outcomes. Specifically, proactive diversity management strategies significantly contributed to variance in all the outcome measures and had the largest beta weights (ranging from 0.28 to 0.57) for all the outcomes. Results are discussed in detail and suggestions for future research are provided.

The Application of Social Cognitive Career Theory to Sport and Leisure Career Choices

Social cognitive career theory is used to investigate student intentions to enter the sport and leisure industry. Data are gathered from 197 undergraduate students from four universities located across the United States. Path analysis supports the general model, as self-efficacy and outcomes expectations hold positive associations with vocational interests, which in turn are positively related to choice goals. Self-efficacy is also positively associated with outcomes expectations. Additionally, through comparison of competing models, support is garnered for the effects of supports (i.e., human and social capital) and barriers (i.e., discrimination and lack of advancement opportunities) to be manifested on self-efficacy. Theoretical and practical implications are discussed.

Negative sponsor behaviour, team response and how this impacts fan attitudes

This research examines the fan-team-sponsor relationship. It focuses on how the sports teams response to negative sponsor behaviour affects fan/spectator attitudes towards the sponsor. Results indicate that highly identified fans have significantly more positive attitudes towards the team sponsor than fans who are lower in identification. Highly identified fans informed of a negative action by a team sponsor felt more favourably towards the sponsor if the team continued, rather than terminated, their relationship with the sponsor.

Using Motivational Theory to Develop a Donor Profile Scale for Intercollegiate Athletics

Abstract Academic institutions have experienced an unprecedented decline in funding from state and local governments, and intercollegiate athletic departments are not immune to this trend. Philanthropic giving has increasingly become a necessity for the financial vitality of athletic departments. A thorough understanding of what motivates individuals to donate money is critical for development staffs in order to design marketing campaigns that maximize gift giving. With few studies in sport management literature related to donor motives, the purpose of this study was to develop a psychometrically sound instrument based on theory to explain motivations to give and to develop a donor profile at a particular institution.Using McClellands theory of needs and helping behavior, items were generated for a survey related to four broad motives to explain giving—achievement, affiliation, philanthropy and power. A final instrument was sent to a random sampling of athletic donors at a large public Midwestern institution. One thousand three hundred and thirty four surveys were mailed, with 683 returned for a response rate of 46%. Based on the survey results, a donor profile for the institution was developed. Implications of these results were discussed and suggestions for future research presented.