What to Watch? Choosing a Gendered Sports Broadcast

This study examines channel choosing behaviors by male and female participants when faced with watching sports broadcasts that varied by the sex of the athlete, the gender of the sport, and the configuration of the athletes. Data indicate that male participants’ choices adhere to stereotypical gender schema about women in sport while female participants’ choices run counter to such views.

Publisher: Paper presented at the annual meeting of the International Communication Association, TBA, Montreal, Quebec, Canada, May 21, 2008
Year of Publication: 2008