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Unformatted text preview: Marketing in Sports. Studies were done in the marketing of both mens and womens basketball and tennis on how gender is marketed in the sport. In both sports there was a higher number of both verbal and graphic marketing when talking about a womens sport. The final topic that the authors discussed was the gendered hierarchy of naming. During a study, it was noticed that when sports broadcasters and media referred to a female or minority athlete there first name was used instead of that athletes full or last name only. Also in women's sporting events there were many instances of referring to the athletes as girls, or young ladies instead of being referred to as women. This hierarchy naming system shows how both consciously and subconsciously the media sees women and minority athletes as groups with less power and privilege....
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This note was uploaded on 03/27/2008 for the course HEALTH EXZ taught by Professor Teague during the Spring '07 term at University of Iowa.
- Spring '07