“Willpower knows no obstacles”: Examining Neoliberal Postfeminist Messaging in Nike’s Transnational Advertisements for Women

Nike, a US-headquartered transnational corporation lauded for its putatively empowering women-centered advertisements, frequently releases nationally/regionally focused advertisements depicting women determinedly engaging in physical activity and, in doing so, overcoming gendered barriers and stigmas. Indeed, the global ubiquity of the empowered (Nike-clad) woman illustrates Nike’s role in advancing women’s empowerment, both in the US and globally. Universalizing “just do it” beyond geographical borders, Nike’s form of transnational feminism centers on a carefully manufactured, Western-centered image of empowered female athleticism. However, this notably contradicts transnational feminist efforts to reject the universalization of Western-centered representations of women. Using a critical cultural studies approach in concert with a transnational feminist framework, we analyze six recent Nike advertisements (the United States, Mexico, the Middle East, Turkey, India, and Russia) and critique the corporation’s universalization of neoliberal postfeminist messaging within its global marketing strategies. We find that Nike utilizes three thematics to extend their caricature of the (Nike-powered) female athlete beyond the spatial and symbolic borders of the US market: responsibilitization, competitive individualism, and empowerment. We conclude that Nike normalizes a white, Western-centered neoliberal postfeminism, undermining the structural and sporting realities of the non-white/non-Western women their promotional campaigning seeks to embolden.

Mediatization and Doping: Investigating the Interplay in News Framing of Rider/Doping Suspicion During the Tour de France

Mediatization theory has been used to describe the development of the Tour de France, from its inception as an event created by a newspaper to sell newspapers to the global spectacle it has become. Yet, perhaps the Tour’s most infamous aspect, its historical reputation for doping, is yet to be explored through the lens of mediatization, as both a media and a social issue. Furthermore, that sport media scholars allude to a need for better understanding of media coverage of doping beyond headline-capturing doping scandals, establishes a precedent for the examination and comparison of newspaper framing of Lance Armstrong (2004) and Chris Froome (2017). To do so, this research operationalizes mediatization theory in combination with framing theory to investigate news framing of rider/doping suspicion grounded in the historical context of the event, revealing the interplay between framing of rider/doping suspicion and event mediatization processes.

Effects of Communication Style on Competence Evaluations of Soccer Referees: Procedural Versus Relational Framing

Good communication skills are important for soccer referees, but it remains unclear what exactly constitutes good referee communication. In this article, we focus on the role of verbal framing by soccer referees by contrasting the effects of procedural frames (focusing on rules and regulations) and relational frames (focusing on relational aspects) on perceptions of referee competence. We conducted an experiment ( N = 97) in which soccer referees used either procedural or relational frames to communicate about different types of in-game situations (yellow card and offside) to players. Results demonstrate that spectator perceptions of impartiality and confidence did not differ depending on the type of frame used. However, relational (vs. procedural) frames did increase spectator perceptions of respectfulness and communication skills. Soccer referees are recommended to use relational over procedural frames when communicating to players during a match.

Social Media Education Provided by National Governing Bodies of Sport: An Examination of Practices for Youth Olympic Games and Olympic Games Athletes

Social media provides athletes with many opportunities as well as challenges. Scholars have argued for proactive, educational social media training instead of traditional policy and punishment models, yet research on this topic is limited. Therefore, this study sought to understand the social media training/education national governing bodies (NGBs) provided to athletes ranging from Youth Olympic Games (YOG) to Olympic level, and to examine NGB communication employees’ perceptions regarding athletes’ social media use and their organization’s social media training. Utilizing uses and gratifications theory, a sequential mixed method was employed involving a survey of U.S. NGBs and in-depth interviews with NGB communication personnel. While most NGBs used proactive, educational social media training for Olympic athletes, few did the same for YOG athletes. NGB employees felt social media use posed significant benefits or gratifications to athletes, and education and training helped to enhance those benefits as well as minimize the challenges, or failed gratifications, athletes experience on social media.

Media Framing of Women’s Football During the COVID-19 Pandemic

This article examines British media coverage of women’s association football during the coronavirus (COVID-19) pandemic, to identify how the media framed the women’s game and how these frames could shape the public perceptions of it. Through a database search of British-based news coverage of women’s football, 100 news articles were identified in the first 6 months after the start of the pandemic. A thematic analysis was conducted, and five dominant frames were detected in the context of COVID-19: 1) financial precariousness of women’s football; 2) the commercial prioritisation of men’s football; 3) practical consideration of the sport (e.g., alterations to national and international competitions); 4) debating the future of women’s football and 5) concern for players (e.g., welfare, uncertain working conditions). These frames depart from the past trivialisation and sexualisation of women’s sport, demonstrate the increased visibility of women’s football, and shift the narrative towards the elite stratum of the game. Most of this reporting was by women journalists, while men were shown to write less than women about women’s football. This research advocates continued diversification of the sports journalism workforce to dissolve the hegemonic masculine culture that still largely dominates the industry.

Just How They Drew It Up: How In-House Reporters Fit Themselves Into the Sports Media System

This paper explores how in-house sports reporters—those who write for team- and league-branded websites—locate themselves within the sports media production complex. It builds from perspectives on professionalism that view it as a dynamic process of defining boundaries and building relationships between systemic stakeholders. The interview data presented here find that in-house reporters accentuate professional similarities to beat reporters and use this identity to build unique roles in sports organizations’ corporate structures. This push to define themselves as a distinct job category within the constellation of sports media professions speaks to the active work occupational groups engage in, and is reshaping the media system. The paper argues for a broader reconsideration of professional definitions, actors, and relationships within the sports media system as digital technology and other changes have altered preexisting relationships.

A Magic “Bullet”: Exploring Sport Fan Usage of On-Screen, Ephemeral Posts During Live Stream Sessions

The bullet-screen function is an augmented comment feature that has been adopted by the majority of Over-the-Top (OTT) services to foster users’ interaction and watching experience. This feature empowers sports customers to post and view numerous, short, and fast-moving comments that overlap over the screen while watching live stream sports events in real time. This research aims to investigate how sports fans embrace the bullet-screen feature while watching live stream sports. Through a combination of thematic analyzing bullet-screen comments from a National Basketball Association Finals game, and semi-structured interviews among bullet-screen users ( N = 15), the results indicate that sport fans’ bullet-screen messages could be classified into five categories: critical commentary, socialization, supportive interactions, random messages, and trash talk. Four motives for sports fans to engage with bullet-screen posting were identified: entertainment, gathering information, interaction, and finding belonging. The study also showed that the inappropriateness of comments and too much overlay on the screen could prevent sports fans from utilizing the service. Theoretical and practical implications have also been discussed.

Sports Newsrooms Versus In-House Media: Cheerleading and Critical Reporting in News and Match Coverage

The mediatization of sport has created a rise in sports organisations expanding their media presence through digital platforms. However, the often-opposing ambitions of in-house media and sports journalism newsrooms highlight a contest over boundaries. This article examines how the mediatization of sport has impacted on content in in-house and traditional newsrooms and whether it is more aligned with journalism or public relations. The study analyses the coverage of both news and match reporting in six newspaper websites and five national sports organisation websites in Australia. The qualitative analysis is based on a sample of 466 text-based stories and focuses predominantly on elements of critical reporting and cheerleading. The findings outline how mediatization of sport through in-house publications is changing the boundaries of sports media and sports journalism. There were often strong divisions between the coverage in the sports organisations and news publications, with the in-house titles usually the more promotional, positive and less critical.

Major League Missteps: How MLB Mishandled the Astros Cheating Scandal

Major League Baseball (MLB) has been criticized for its handling of the Astros’ cheating scandal. Researchers used a case study method to test whether Situational Crisis Communication Theory (SCCT) should be expanded to include collaborative brand attack (CBA) as a crisis type. Researchers used traditional and extended SCCT to analyze MLB’s crisis response to determine which version fit best. Data were triangulated from sports news sources, MLB’s official statement and Twitter account, and social media influencer and stakeholder posts. Researchers asked which SCCT response MLB used and whether it was effective with stakeholders. Because of poor history, MLB’s accidental crisis response mismatched the level of stakeholder attribution of responsibility. Another question examined the role of social media. Major League Baseball underestimated the role of social media and SM influencers and, by underutilizing its Twitter feed, left stakeholders to attribute greater responsibility to MLB. Two final questions asked whether SCCT should be updated to include the CBA crisis type and whether it applied in this case. The results indicate the negative consequences of crisis/response mismatch and indicate that CBA should be incorporated into SCCT to address social media influence. This is the first known study to apply CBA in a sports context.