TY - JOUR
T1 - A test of the relationship between sexist television commentary and enjoyment of women’s sports
T2 - impacts on emotions, attitudes, and viewing intentions
AU - Smith, Lauren Reichart
AU - Myrick, Jessica Gall
AU - Gantz, Walter
PY - 2019/10/20
Y1 - 2019/10/20
N2 - Televised coverage of the 2016 Summer Olympic Games featured a record number of female athletes competing. However, NBC and its commentators faced public scrutiny for their use of sexist language in discussing these athletes. A within-subjects experiment (N = 78) featuring NBC video of three different 2016 Olympic events tested the relationship between such commentary and enjoyment, anger, and intentions to view future Olympic coverage. Real-time enjoyment increased during commentary and stayed elevated following sexist commentary. Results also revealed differences between the biological sex of participants, with women being more likely to enjoy the video clips. Anger predicted decreases in both video and commentary enjoyment, but did not have a significant direct effect on attitudes or intentions.
AB - Televised coverage of the 2016 Summer Olympic Games featured a record number of female athletes competing. However, NBC and its commentators faced public scrutiny for their use of sexist language in discussing these athletes. A within-subjects experiment (N = 78) featuring NBC video of three different 2016 Olympic events tested the relationship between such commentary and enjoyment, anger, and intentions to view future Olympic coverage. Real-time enjoyment increased during commentary and stayed elevated following sexist commentary. Results also revealed differences between the biological sex of participants, with women being more likely to enjoy the video clips. Anger predicted decreases in both video and commentary enjoyment, but did not have a significant direct effect on attitudes or intentions.
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U2 - 10.1080/08824096.2019.1683531
DO - 10.1080/08824096.2019.1683531
M3 - Article
AN - SCOPUS:85074831337
SN - 0882-4096
VL - 36
SP - 449
EP - 460
JO - Communication Research Reports
JF - Communication Research Reports
IS - 5
ER -