Clicking around the dial: viewer choice of sports broadcasts

ABSTRACT

While major sporting mega-events have begun to feature equitable amounts of coverage, portrayals of male and female athletes can reinforce gender stereotypes about sports. It is important to examine viewer preferences for broadcasts featuring male and female athletes to determine if viewing choices reflect stereotypical sporting beliefs and behaviors. Drawing on gender schema theory and social dominance orientation, this study examines viewing behaviors during sports broadcasts that vary by the sex of the athlete and the perceived gender of the sport. Results show that viewers tend to spend more time watching sports broadcasts that reinforce rather that challenge existing stereotypes.

KEYWORDS:

• Gender schema
• sex
• television
• channel changing
• sports

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

James R. Angelini

James R. Angelini (Ph.D., Indiana University) is an Associate Professor and Associate Chair in the Department of Communication at the University of Delaware. His research interests include the cognitive processing of media with a focus on mediated sports and identity.