Event Title
Target Audiences: The Masculine, the Feminine, and the Grey Area
Faculty Mentor
Mary Land
Keywords
Mary Land
Abstract
This research studies the relationship between the masculinity and femininity of a sport and the target audience of advertisements aired during the media coverage of certain sports in the Olympics. Six sports were selected, three sports that are perceived as feminine, (curling, figure skating, and freestyle skating), and three that are perceived as masculine, (ice hockey, bobsled, and luge), from the 2014 Winter Olympic Games. The sports will be watched online and then analyzed. The commercials will be categorized as masculine, feminine, or gender neutral. The commercial categories will then be compared to the sports they aired during, determining if certain types of commercials are shown during different events.
Session Name:
Race, Gender, and Geography in Sports Economics and Media
Start Date
4-4-2014 9:00 AM
End Date
4-4-2014 10:00 AM
Location
HSB 300
Target Audiences: The Masculine, the Feminine, and the Grey Area
HSB 300
This research studies the relationship between the masculinity and femininity of a sport and the target audience of advertisements aired during the media coverage of certain sports in the Olympics. Six sports were selected, three sports that are perceived as feminine, (curling, figure skating, and freestyle skating), and three that are perceived as masculine, (ice hockey, bobsled, and luge), from the 2014 Winter Olympic Games. The sports will be watched online and then analyzed. The commercials will be categorized as masculine, feminine, or gender neutral. The commercial categories will then be compared to the sports they aired during, determining if certain types of commercials are shown during different events.