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Unformatted text preview: 170 Christopherson, Janning, and McConnell 170 Sociology of Sport Journal, 2002 , 19 , 170-188 2002 Human Kinetics Publishers, Inc. Two Kicks Forward, One Kick Back: A Content Analysis of Media Discourses on the 1999 Womens World Cup Soccer Championship Neal Christopherson and Michelle Janning Whitman College Eileen Diaz McConnell Indiana University The 1999 Womens World Cup Soccer Championship serves as a particularly good site for examining both the social construction of gender and the structure of contradiction sur- rounding womens role in sport and society. We conducted a content analysis of 576 Amer- ican newspaper articles reporting on the 1999 Womens World Cup Soccer Championship. Contradictory messages surrounding women and sports were present, as past research has suggested. An analysis of more qualitative aspects of our data reveals the structure of these contradictions and provides substantial depth to this analysis. We discuss how the media actively promoted or constructed certain gender ideologies and how these gender ideologies contributed to the popularity of the event. Le Championnat de la Coupe du Monde 1999 en Soccer Fminin sert comme site particu- lirement intressant pour lexamen de la construction sociale du genre (i.e., sexe social) et de la structure des contradictions entourant le rle des femmes en sport et dans la socit. Nous avons fait une analyse de contenu de 576 articles de journaux amricains portant sur ce championnat de soccer fminin. Des messages contradictoires entourant les femmes et le sport taient prsents, ce qui correspond aux rsultats dtudes antrieures. Une analyse des aspects plus qualitatifs de nos donnes nous a permis dapprofondir notre tude et de trouver une structure ces contradictions. Nous discutons de la faon dont les mdia ont activement promu et construit certaines idologies de genre et de la faon dont ces idolo- gies de genre ont contribu la popularit de lvnement sportif. An important institutional site where gender construction is manifest is the world of sport. Not only is the redenition of athleticism that has occurred in the past few decades reected in changes in womens athletic participation, but these changes also illuminate shifting gender constructions in the larger social world. Sport provides a microcosmic representation of society, reecting contradictory and paradoxical messages about the roles of women that are transmitted into other societal institutions. Media messages about the role of women in sport and society are communicated to millions of people via television, newspapers, magazines, N. Christopherson and M. Janning are with the Department of Sociology, Whitman College, Walla Walla, WA; E.D. McConnell is with the Latino Studies Program, Indiana University, Bloomington, IN. Authors are listed alphabetically. Two Kicks Forward 171 and the Internet. These are venues in which the mixed messages directed toward and the Internet....
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