Battle of the sexes: Gender analysis of professional athlete tweets

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Author(s)
M. Burch, Lauren
Clavio, Galen
N. Eagleman, Andrea
Major, Lesa Hatley
M. Pedersen, Paul
L. Frederick, Evan
Blaszka, Matthew
Griffith University Author(s)
Year published
2014
Metadata
Show full item recordAbstract
This study employed a content analysis to determine the frames utilized by American professional athletes on Twitter, and if differences existed in the employment of frames across gender. The 100 most recent tweets from 18 professional athletes, nine male and nine female, participating in the 2012 London Olympics were analyzed to investigate frame utilization. Analysis revealed no statistical difference in frame utilization across gender, and the primary utilization of the frame of athlete as an everyday individual by both sets of athletes, which aligns with traditional feminine gender roles. These results both support and ...
View more >This study employed a content analysis to determine the frames utilized by American professional athletes on Twitter, and if differences existed in the employment of frames across gender. The 100 most recent tweets from 18 professional athletes, nine male and nine female, participating in the 2012 London Olympics were analyzed to investigate frame utilization. Analysis revealed no statistical difference in frame utilization across gender, and the primary utilization of the frame of athlete as an everyday individual by both sets of athletes, which aligns with traditional feminine gender roles. These results both support and counter the framing of male and female athletes in traditional forms of media, and highlight the impact of social media on portrayals.
View less >
View more >This study employed a content analysis to determine the frames utilized by American professional athletes on Twitter, and if differences existed in the employment of frames across gender. The 100 most recent tweets from 18 professional athletes, nine male and nine female, participating in the 2012 London Olympics were analyzed to investigate frame utilization. Analysis revealed no statistical difference in frame utilization across gender, and the primary utilization of the frame of athlete as an everyday individual by both sets of athletes, which aligns with traditional feminine gender roles. These results both support and counter the framing of male and female athletes in traditional forms of media, and highlight the impact of social media on portrayals.
View less >
Journal Title
Global Sports Business Journal
Volume
2
Issue
2
Copyright Statement
© 2014 Global Sport Business Association. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Subject
Commerce, Management, Tourism and Services not elsewhere classified