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
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2014
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Abstract

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.

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Global Sports Business Journal

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2

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2

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© 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.

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Commerce, Management, Tourism and Services not elsewhere classified

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