Media+Guides+Tested+Terrain - Sociology of Sport Journal,...

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214 Sociology of Sport Journal, 2005 , 22 , 214-238 © 2005 Human Kinetics, Inc. Intercollegiate Media Guides as Contested Terrain: A Longitudinal Analysis Mary Jo Kane and Jo Ann Buysse In the aftermath of the passage of Title IX, Michael Messner laid the theoretical groundwork for what was at stake as a result of this landmark legislation. He argued that women’s en- trance into sport marked a quest for equality and thus represented a challenge to male domi- nation. He further argued that media representations of athletic females were a powerful vehicle for subverting any counterhegemonic potential posed by sportswomen. Scholars should therefore examine “frameworks of meaning” linked to female athletes because they have become “contested terrain.” Our investigation addressed Messner’s concerns by examining the cultural narratives of intercollegiate media guides. We did so by analyzing longitudinal data from the early 1990s through the 2003–04 season. Findings revealed an unmistakable shift toward representations of women as serious athletes and a sharp decline in gender differences. Results are discussed against a backdrop of sport scholars in particular—and institutions of higher education in general—serving as agents of social change. Après le passage du « Title IX » aux États-Unis, Michael Messner a mis les assises théoriques pour analyser les enjeux de cette loi importante. Il a suggéré que la venue des femmes en sport a marqué la quête de l’égalité et, donc, a représenté une charge contre la domination masculine. Il a aussi suggéré que les représentations médiatiques des athlètes féminines étaient un moyen puissant de subvertir tout potentiel contre hégémonique des femmes athlètes. Les chercheurs et chercheures devaient dès lors examiner les « cadres de signification » reliés aux athlètes féminines parce que ces dernières étaient devenues un « terrain de débat ». Notre recherche porte sur les idées de Messner et plus particulièrement sur les récits culturels au sein des guides interuniversitaires à l’intention des médias. Nous avons analysé les données du début des années 1990 jusqu’à la saison 2003–04. Les résultats révèlent une forte tendance à mieux représenter les femmes comme athlètes sérieuses et un déclin marqué dans les différences homme/femme. Les résultats sont discutés à la lumière des chercheurs et chercheures ainsi que des institutions universitaires en tant qu’agents et agentes de changement social. Introduction and Literature Review In his classic 1988 article published 16 years after the passage of Title IX, Michael Messner laid the theoretical groundwork for what was at stake because of this landmark legislation. Arguing that Title IX created a legal basis from which females (and their advocates) could pursue equity in sport, Messner theorized that Kane is a professor and the director of the Tucker Center for Research on Girls &
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This note was uploaded on 09/27/2011 for the course ARTS AND S 90:101:59 taught by Professor Markschuster during the Fall '10 term at Rutgers.

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Media+Guides+Tested+Terrain - Sociology of Sport Journal,...

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