"Ice queens" and "snow studs": gender stereotypes and the 2010 Winter Olympic Games

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dc.contributor Zhou, Shuhua
dc.contributor Bissell, Kimberly L.
dc.contributor Kinney, Lance T.
dc.contributor Tomek, Sara
dc.contributor.advisor Greer, Jennifer D.
dc.contributor.author Jones, Amy Head
dc.date.accessioned 2017-03-01T14:39:28Z
dc.date.available 2017-03-01T14:39:28Z
dc.date.issued 2011
dc.identifier.other u0015_0000001_0000560
dc.identifier.other Jones_alatus_0004D_10645
dc.identifier.uri https://ir.ua.edu/handle/123456789/1065
dc.description Electronic Thesis or Dissertation
dc.description.abstract In 2010, the United States of America experienced an unprecedented Winter Olympic Games, winning a total of 37 medals, including nine gold medals. American spectators included the 190 million who viewed the primetime Olympic televised coverage on NBC, and a portion of the 1.6 million in attendance (Vancouver, 2010). There were more than 5,500 athletes, both men and women, who participated in a variety of winter sports. Despite these impressive numbers, little is known about the media's representation, or audience perceptions of the Winter Olympic sports and its athletes. This research utilized two methodologies (a content analysis and a survey) to analyze gender stereotypes in the 2010 Winter Olympic Games. A nationwide sample of 718 survey participants sex-typed the 12 Winter Olympic sports as either masculine, gender-neutral, or feminine. Then, the televised content was analyzed for prominence of coverage, visual gender cues, and verbal gender cues of male and female athletes and masculine and feminine sports. Finally, survey participant attitudes about a masculine sport (snowboarding) and a feminine sport (figure skating) were examined for gender stereotypes. Data were analyzed with the guidance of gender schema theory and social role theory. The content analysis revealed multiple gender cues in amount of televised coverage, camera angles, camera shots, and commentary. Survey results mirror these gender cues; the Winter Olympic sports are sex-typed according to gender schemas, and audience attitudes about the Olympic athletes reflect gender roles in society. Specifically, male and female athletes participating in gender-appropriate sports are perceived as favorable, while athletes participating in gender-inappropriate sports are perceived as unfavorable. Audience perceptions of sports and athletes arguably influence media spectatorship, sponsorship, and marketability. Limitations of this research include the convenience nature of the survey distribution, and the focus on specific Olympic sports. Additional research will expand these findings and broaden the understanding of gender stereotypes in sports.
dc.format.extent 136 p.
dc.format.medium electronic
dc.format.mimetype application/pdf
dc.language English
dc.language.iso en_US
dc.publisher University of Alabama Libraries
dc.relation.ispartof The University of Alabama Electronic Theses and Dissertations
dc.relation.ispartof The University of Alabama Libraries Digital Collections
dc.relation.hasversion born digital
dc.rights All rights reserved by the author unless otherwise indicated.
dc.subject.other Mass Communications
dc.subject.other Sports Management
dc.title "Ice queens" and "snow studs": gender stereotypes and the 2010 Winter Olympic Games
dc.type thesis
dc.type text
etdms.degree.department University of Alabama. College of Communication and Information Sciences
etdms.degree.discipline Communication & Information Sciences
etdms.degree.grantor The University of Alabama
etdms.degree.level doctoral
etdms.degree.name Ph.D.


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