Gender, Age, and Race as Predictors of Sports-Viewing Behavior of Sport Management Undergraduates

Abstract

In what has traditionally been a white male-dominated industry,
there are a growing number of females and minorities assuming the position
of sport manager. This trend is attributed to increasing opportunities
for female and minority participation in sport organizations at various
levels. Such levels include recreational, interscholastic, collegiate,
and professional athletic involvement. It should be noted that coaching
and management opportunities are also increasing. The purpose of this
study was to determine which, if any, demographic variables of age, gender,
or race could significantly predict the frequency of viewing behaviors
of sport-related media for undergraduate sport management students. Based
upon the literature, credibility in a sport management role can be increased
through sport-related media consumption. Fifty-five students in the undergraduate
sport management program at a research extensive university in the Southeastern
United States participated in the study. The instrument, constructed by
the researchers, was a sixteen question survey. Using multiple linear
regression analyses, only one predictor, gender, was found to have a statistically
significant impact upon the frequency of viewing sport-related media (sport
networks). The predictors of age and race were not found to be significant.

Introduction

“Print, radio, television, the Internet: When
it comes to Americans’ media consumption, it seems just about anything
goes.”

Pamela Paul, Targeting Boomers

Due to changes in education as well as the ever-changing ethnic demographic
of America, entertainment interests have changed, particularly with sport
programming (Paul, 2003). The latest U.S. Census Report indicates there
are 38.8 million Hispanics living in America and have replaced African-Americans
as America’s largest racial minority. Numerous studies have been
conducted to address the parallel between demographics and media viewing
behaviors, however research results are still inconclusive (Jack, 1999).

Where much of the media in the past was consumed by males, the trend
is changing. In fact, women have significantly higher levels of television
exposure than their male counterparts (Besley & Shanahan, 2003). In
regard to sport programming, the number of female viewers (who watch television)
is substantial. Recent studies have indicated that women have an increasing
interest in sport events (Shachar & Emerson, 2000).

Women place more importance on personal gratification exemplified by
such things as a comfortable life, pleasure, and happiness, which in turn
is conducive to an increase in their television viewing habits. According
to McCarty & Shrum (1993), “females may perceive a certain amount
of fulfillment of personal gratification through television viewing”
(p. 92). Men on the other hand, do not find fulfillment of such values
as a comfortable life, etc. in watching television (McCarty & Shrum,
1993). Men tend to be more regular readers of newspapers than women (Besley
and Shanahan, 2003). Men have a tendency to obtain information (including
sports) from newspapers as it is a medium that is seen to produce the
most reliable information (Hudson, 2001).

In regard to age and media, research and surveys conducted by Neilsen
Media Research reveal that households headed by people between the ages
of thirty-five and fifty-four comprise 40 percent of all households (Paul,
2003). Furthermore, while much television is targeted to the youth market,
adults between the ages of thirty-five and sixty-four spend an average
of 248 minutes a day watching television. This is 22 minutes more a day,
on average, than adults eighteen to thirty-four (Paul, 2003). “In
general, television viewership increases with age” (p. 25).

The Baby Boomer generation is comprised of 78 million Americans (Paul,
2003). Considering this, many media outlets are consumed by them. “Radio
is more common to the Baby Boomer generation” (p. 26). For the younger
generation, “radio may seem old-school” (p. 26) and therefore
is not considered a substantial outlet for information.

Regarding the Internet, “adults ages 35 – 54 spend more time
online than any other demographic group” (Paul, 2003, p. 26). In
addition to this group being online, many go on the Internet more than
one time a day, with an average of 22.2 days per month versus an average
of 15.2 days per month for 18-24 year olds (Paul, 2003). Fifty-seven percent
of Baby Boomers have access at work, compared with 45 percent of all adults;
69 percent of Baby Boomers have access at home compared with 64 percent
of adults overall (Paul, 2003). Nevertheless, according to the DDB Life
Style Study, 74 percent of adults younger than Baby Boomers believe that
“the Internet is the best place to get information” (p. 26)
and sports is included in this mix.

In the case of print, a study conducted by the National Opinion Research
Center found that 75 percent of those who are aged 65 to 74 read the newspaper
on a daily basis, compared with 42 percent of the total population (Polyak,
2000). As far as television viewing is concerned, the same study found
that 33 percent of those 75 and older watch five or more hours of television
a day on a regular basis, which is more than any other age group (Polyak,
2000).

Much of the media is targeted toward youth. A study that analyzed surveys
and interviews from 8-17 year olds found that at least 61 percent of children
now have a television in their bedroom (Yin, 2004). Seventeen percent
of these children have their own personal computer (Yin, 2004). Regarding
sports and youth, extreme sports have produced the greatest gains in children’s
sport consumption. (American Demographics, 2001).

Young girls tend to favor sports in which other females participate.
Girls are twice as likely as boys to watch women’s basketball (American
Demographics, 2001). Eighty-eight percent of girls like watching the Olympics
with gymnastics and ice skating comprising 78 percent of girls’
interest (American Demographics, 2001). Interestingly, football and basketball
made the list of interest among girls with 68 percent and 67 percent respectively
(American Demographics, 2001).

In contrast, 89 percent of boys tend to be interested in football (American
Demographics, 2001). Twice as many boys as girls enjoy watching boxing
(American Demographics, 2001). Soccer is the one sport that appeared to
be relatively equal among boys and girls (American Demographics, 2001).

In regard to race and media, “people may work together during the
day, but at night they’re immersed in their own culture” (Weissman,
1999, p. 16). The different television habits among blacks and whites
continue to be vastly different. However, although differences in viewing
patterns continue among blacks and whites, the gap is closing. Sports
viewing appears to be a vehicle for closing this gap. Programs such as
Monday Night Football are shown to have similarities in viewing patterns
among racial groups (Weisman, 1996). In regard to television, blacks watch
40 percent more than whites, although this gap too is narrowing (Weisman,
1996).

As the Hispanic population in America is growing, it is particularly
important to note their media viewing patterns. Marketers have recently
taken interest in this ethnic group and the question remains whether English-or
Spanish-language programming provides the best vehicle for reaching Hispanics.
Studies indicate that many Hispanics prefer programs that reflect the
first language in which they learned to speak (Mogelonsky, 1995). Print
media are used less frequently by Hispanics. On average, they (Hispanics)
spend 36 minutes a day reading newspapers, while bilingual Hispanics only
devote about 12 minutes a day reading newspapers (Mogelonsky, 1995).

“The average Latino watches 58.6 hours of television per week,
which is 4.4 hours more than the typical non-Hispanic viewer” (Fetto,
2002, p. 14). It has been noted, according to research studies, that “Hispanics
are passionately devoted to their Spanish-language television networks”
(p. 14). However, Hispanics turn to English-language television for what
they cannot get in Spanish (Fetto, 2002). Many sports attract the greatest
number of Hispanic viewers to the six major English networks, “perhaps
because these programs are virtually nonexistent in the Spanish-language
stations” (p. 15).

While television continues to be the media of choice for Hispanics, newsmagazines
are becoming increasingly popular among this group (Fetto, 2002); however,
print has been traditionally viewed as a challenging medium (Hudson, 2001).
This is due, in part to the splintered audience of the American population,
and no single form of print media can reach everyone (Fetto, 2002).

The country of origin and media usage varies for Latinos. For example,
Cubans read, listen, and watch about 7.4 hours of media a day. Dominicans
spend 10.7 hours a day with media, followed by Central and South Americans
at 10.4 hours a day. Puerto Ricans spend 10.3 hours a day with media,
while Mexicans spend 9.2 hours (Mogelonsky, 1995). Interestingly, Central-American
Hispanics watch the most television, while Cubans spend the most time
reading print materials (Mogelonsky, 1995). Listening to the radio and
reading newspapers are the media of choice for Dominicans (Mogelonsky,
1995).

This study considers which, if any, demographic variables of age, gender,
and race significantly predict the frequency of viewing behaviors of sport-related
media among undergraduate sport management students. It is hypothesized
that the demographic variables are significant in predicting viewing behaviors.

Method

Participants
Fifty-five students in the undergraduate sport management program at a
research extensive university in the Southeastern United States participated
in the study. The sample was made up of 15 females (27.3%) and 37 males
(67.3%). 83.6% were between the ages of 21-25. 30.9% were black, 65.5%
were white, and 3.6% were classified as other. 66.7% earned less than
$15,000 a year. Students were selected by the researchers as they were
representative of the sport management undergraduate program population.

Materials
The instrument, constructed by the researchers, was a sixteen question
survey. It was reviewed by a panel of experts for face validity. The approximate
time given to complete the survey was between 10 to 15 minutes. The content
questions addressed the students’ perceptions on: the importance
of reading and viewing sport-related media in obtaining future job roles
as sport administrators, whether prior or current knowledge of a sport
issue has enhanced academic performance, whether credibility is increased
among peers if they engage in consistent viewing or reading of sports
media, whether current knowledge of the athletic industry will assist
in making future business decisions, whether staying current on athletic
trends can potentially enhance business relationships, whether sports
media outlets are able to contribute to overall professionalism, and the
importance for peers to be knowledgeable on current athletic trends. In
addition, the survey was divided into two categories: 1. reading behaviors
of sport media, which addressed the amount of time spent on Internet resources,
journal articles, magazine articles, newspaper articles, and books. 2.
viewing behaviors of sport media, which addressed the amount of time spent
watching sport movies, sport networks, local sport coverage, and national
sport coverage.

The answers to these content questions were based on a five-point
Likert type scale, with a rating of one indicating strongly agree and
a rating of five indicating strongly disagree. The frequency of viewing
and reading behaviors were also based on a five-point Likert type scale,
with a rating of one indicating never and a rating of five indicating
always.

The researchers assessed the internal reliability of the
survey. The resulting Cronbach’s alpha of .626 (after the variable “journal
article” was deleted from the survey) demonstrates that the survey
was acceptably reliable.

Procedures
The researchers obtained approval from the university’s Institutional
Review Board. Students signed forms stating that their participation in
the study was voluntary. Permission from the students’ instructors
was also obtained. Students were given a survey to complete at the beginning
of class, after a brief description of the study. Ten to fifteen minutes
was given to complete the survey. No students required any type of accommodation
in completing the survey.

Prior to running the statistical analyses, the researchers
determined that the predictors of age, race, and gender should be recoded
as effect-coded variables since they are categorical.

Results

Standard multiple linear regression analyses were conducted
to see which, if any, of the demographic variables could significantly
predict the frequency of viewing behaviors of sport-related media.

Thirty-six usable surveys were included in the statistical
analyses. The mean indicates that the participants on average view sport
networks approximately 4 times a week (Table 1).

Table 1

Sport Network Viewing
Mean Standard Deviation Sample Size
Sport Networks 4.41 .84 36

It was indicated that there was a significant correlation among gender
and sport networks with a p<.05. The Pearson Correlation is r=-.624.
The direction of this relationship indicates that females on average,
view fewer sport networks per week than males. Furthermore this r value
indicates a strong relationship between the two variables. No other variables
were significant with a p< .05 (Table 2).

Table 2

Correlations between demographics
Subscale 1 2 3 4
1. Sport Networks .000* .271 .073
2. Gender .297 .233
3. Age .451
4. Race
* p<.05

The multiple correlation coefficient (R) is .65 and the multiple coefficient
of determination (R squared) is .35. This indicates that 35.2% of the
variance is accounted for in the summary. The Durbin Watson statistic
is between 1.5 and 2.5, which suggest normality. The linear combination
of predictors are significant: F(4,35)=5.758, p<.05 (Table 3)

Table 3

Analysis of Variance for Gender
Source df F p
Gender 4 5.758 .001*
Within 31 .458
Total 35
* p<.05

Discussion

The researchers investigated which, if any, of the demographic variables
of age, race, and gender significantly predicted the frequency of viewing
behaviors of sport-related media. The dependant variable, “frequency
of viewing behaviors” was comprised of six behaviors that were representative
of both reading and viewing behaviors of sport media. The behaviors included
sport networks, sport movies, Internet resources, books, newspaper articles,
and magazine articles. Only one behavior, “sport networks”
was found to have any statistical significance. As stated earlier, the
analysis found that only one predictor, “gender” was statistically
significant in predicting the frequency of viewing sport networks among
the sample.

The sample size was relatively small, thus increasing the likelihood
of a Type II error in determining that most predictors did not have a
significant effect on the frequency of viewing sport-related media. The
study targeted undergraduate sport management students at one southeastern
university, thus reducing the pool of participants. Future recommendations
would include expanding the sample size by targeting multiple universities
with similar undergraduate programs. Also, the sample size could be expanded
by targeting graduate students in sport management programs at other universities.

Furthermore, the sample was relatively homogeneous in nature; most participants
were between the ages of 21-25. Another consideration is that homogeneity
existed in regard to all of the participants being enrolled in a sport
management program; it can be assumed that an interest in sports is the
norm. The study could again be expanded by targeting other students in
programs that are non-sport related. Perhaps a comparative analysis could
be conducted to determine the differences in viewing behaviors of sport
management students and non-sport management students.

Regarding the survey, the breadth of questions could be expanded to increase
reliability as well as provide more meaningful insight to the study. The
use of focus groups could also be helpful in determining the researchers’
interest in the factors that contribute to viewing sport media.

The survey questionnaire also revealed that the juxtaposition of reading
and viewing sports-related media is conducive to credibility in the sports
industry. Research studies indicate that education is a factor in determining
the frequency of viewing media in general; it can be surmised that sport
managers are well-educated, thus increasing their engagement in consuming
sport-related media. Future studies could focus on the perceived credibility
of sport administrators who engage regularly in sport media consumption.

References

American Demographics (2001, October). Good sports-children’s interest
in sports vary.
Retrieved April 12, 2004, from American Demographics Web site:
http://www.adage.com/section.cms?sectionId=195.

Besley, J., & Shanahan, J. (2004). Skepticism about media effects
concerning the
environment: Examining Lomborg’s hypotheses. Society and Natural

Resources, 17, 861-880.

Fetto, J. (2003). Me gusta TV. American Demographics, 24(11). Retrieved
May 7, 2005
From EBSCO Business Source Elite Database.

Hudson, E.D., & Fitzgerald, M., (2001). Capturing audience requires
a dragnet.
American Demographics, 134(41). Retrieved May 1, 2005 from EBSCO Business

Source Elite Database.

Jack, C., (1999, September). Viewing motivations and implications in
the new media
environment: Postulation of a model of media orientations. American Education
Journalism Conference. 4(36). Retrieved April 12, 2005, from AEJMC archives
Web site: http://list.msu.edu/cgi-gin/wa?=ind9900d&L.

McCarty, J., & Shrum, L.J., (1993). The role of personal values and
demographics
in predicting television viewing behavior: Implications for theory and

application. Journal of Advertising, 22(4). Retrieved May 1, 2005 from
EBSCO
Business Source Elite Database.

Mogelonsky, M., (1995). First language comes first. American Demographics,
17(10).
Retrieved May 1, 2005 from EBSCO Business Source Elite Database.

Paul, P., (2003). Targeting boomers. American Demographics, 25(2). Retrieved
May1,
2005 from EBSCO Business Source Elite Database.

Polyak, I., (2000). The center of attention. American Demographics, 22(11).
Retrieved
May 1, 2005 from EBSCO Business Source Elite Database.

Shacher, R., & Emerson, J., (2000). Cast demographics, unobserved
segments, and
heterogeneous switching costs in a television viewing choice model.
Journal of Marketing Research, 37(2). Retrieved May 1, 2005 from EBSCO
Business Source Elite Database.

Weissman, R., (1999). Different strokes. American Demographics, 21(5).
Retrieved
May 1, 2005 from EBSCO Business Source Elite Database.

Yin, S., (2004). Kiddy clickers. American Demographics, 26(1). Retrieved
May 1,
2005 from EBSCO Business Source Elite Database.

2015-03-27T11:37:32-05:00March 7th, 2006|Contemporary Sports Issues, Sports Management, Sports Studies and Sports Psychology, Women and Sports|Comments Off on Gender, Age, and Race as Predictors of Sports-Viewing Behavior of Sport Management Undergraduates

The Effect of Gender Opportunity in Sports on the Priorities and Aspirations of Young Athletes

Abstract

The role and importance of athletics in the lives of today&#8217;s
male and female youth is analyzed in responses to a survey co-authored
by a professor and conducted by two undergraduate students at the United
States Sports Academy. Athletes at the middle school, high school and
junior college level were asked to rate the importance of sports in their
lives and the likelihood of advancement in athletics as well as careers
in sports. The two survey researchers, their professor and a third undergraduate
analyzed the results of the survey and how they reflect of the current
status of males and females in athletics today. The authors concluded
that female athletes have a different set of priorities regarding sports
because of the difference in athletic opportunities afforded them.

Introduction

The differences in opportunities and recognition in sports between male
and females have been well documented. Opportunities for female athletes
have increased in certain areas in the past 30 years, but females continue
to lag far behind their male counterparts.

The researchers in this project set out to find how that situation affects
the values and opinions of young athletes at the middle school, high school
and junior college level. How important are sports in their lives? What
is the likelihood they will play sports at a higher level? What is the
likelihood they will pursue a career in sports, either as a professional
athlete, coach or administrator?

The hypothesis is that the differences in opportunities and publicity
in sports for males vs. females would result in different answers between
the male and female athletes.

Background

The progress made in athletics for women and girls since the Civil Rights
act of 1964 was amended with Title IX in 1972 has been well documented.

Title IX was aimed at outlawing discrimination in schools that received
federal assistance. When opportunities for females in sports began to
be interpreted as “discrimination” and government-backed college
loans and grants began to be interpreted as “federal assistance,”
the expanded scope of the legislation allowed opportunities for females
in athletics to increase dramatically. The recognition of female athletes
resulting from increased opportunities parlayed into a larger place in
the professional sports market place as three professional women’s
basketball leagues, two pro softball leagues and a professional women’s
soccer league have existed since the passing of Title IX.

“When I was growing up, the only women you saw in professional
sports were in tennis and golf,” said Ann Meyers-Drysdale, ESPN
analyst who played in the first women’s professional basketball
league and was the first woman to try out for a team in the National Basketball
Association. “Those are sports not very many people can afford to
play, especially if you are in a family with 11 children (ussa.edu).”

The number of collegiate and professional opportunities in sports has
increased for females, as well as participation (NCWGE, 2002). While such
opportunities have increased, the differences between males and female
opportunities in the sports are still apparent. Of the aforementioned
professional leagues, only two continue operations today while the others
lasted less than five years each.

Recognition in the media has also increased, as ESPN televised all games
in the NCAA Women’s Basketball Tournament for the first time in
2003. However, male sports figures still are far more prevalent in the
media. Television commercials with male athletes endorsing products overwhelmingly
outnumber those with female athletic endorsements. Seventy to 90 percent
of the articles in Sports Illustrated are about male athletes (Eitzen
and Sage, 2003).

An NCAA survey of Division One universities in 1992 revealed that men’s’
programs received 70 percent of all athletic scholarship funds, 83 percent
of the recruiting funds and 77 percent of the operating budgets (Eitzen
and Sage, 2003).

Women are underrepresented at all levels of sports, including coaching
and administration opportunities, which have proportionately decreased
since the passage of Title IX. In 1972, coaches in female sports were
about 90 percent women. By 1998, that percentage dropped to 58 percent,
44 percent in 2002. Only 18 percent of those programs were administered
by women (Coakley, 2004).

These facts are reviewed along with the results of the survey, to see
if there is a reflection of the gender climate in sports in the athletes’
answers.

Process

Two undergraduate students and their professor composed a survey that
asked the respondents to rate the values of sports and certain aspects
there of on a scale of 1-5, with “5” meaning “very important”
and “1” meaning “not at all important.” They were
also asked to use a 1-5 scale to rate the likelihood of having a future
in sports at various levels of college or careers in sports as a professional
athlete, coach, official or in an administrative function. A score of
“5” meant “very likely” and “1” meant
“not at all likely.”

The specific questions are in Figure 1. The hypothesis was that female
athletes were more likely to give accomplishments in sports a lower priority
in their lives and to have lower expectations about their futures in sports.
The researchers also believed that because the quantity and depth of athletic
opportunities for males exceeds that for females, female respondents would
give athletics a lower priority in their lives and have lower expectations
of their future in sports.

Figure 1: Survey Content
Figure 1

One student surveyed 16 girls and 18 boys who participate in sports at
Central Baldwin Middle School in Robertsdale, Ala. Another surveyed 17
girls and 13 boys who participate in sports at Murphy High School in Mobile,
Ala. The same student surveyed 15 women and 14 men who participate in
athletics at Bishop State Community College, also in Mobile.
After the results were computed, the professor, the two students and one
additional student analyzed the results and the gathered facts about opportunities
for females in sports to see if there was a difference in the responses
between males and females that could be attributed to the current sport
climate.

Results

Because opportunities in sports at a higher level are more prevalent
for males than for females, it was believed that the more serious aspects
of sports, — such as competition, scholarship potential and challenges
— would be more important to the male athletes than the female and the
more social aspects — experience, building friendships, fun and physical
fitness — would score higher on the female responses.

The friendship hypothesis held true on all three surveys. Among middle
school athletes, the average score of importance on “building friendships”
was 4.38 for girls and 4.17 for boys, although a comparable number (nine
girls and eight boys) gave that aspect a “5” score. The high
school girls gave friendships an average rating of 4.41, compared to 4.15
for the boys, and the number of respondents rating it a “5”
was 10 girls and seven boys. Community college athletes overall gave friendships
less weight, with the women averaging a 4.0 response and the men 3.36.
Only six women and two men rated friendship a “5.” Females
at the middle school and community college level gave physical fitness
a higher average score than males (4.75 to 4.61 middle school, 4.73 to
4.21 community college), but the high school boys gave it more importance
than the high school girls (4.69 to 4.47). However, 12 high school girls
and 10 high school boys gave physical fitness a “5.” The “experience”
answer was close in the middle school group (4.38 girls and 4.33 boys
with eight each rating it a “5”), but was clearly favored
by the boys in high school (4.54 to 4.24) and women in community college
(4.2 to 4.0). “Fun” produced mixed results, with girls giving
it a higher score than boys at the middle school level, just the opposite
in high school and about even in community college.

Scholarship potential rated a higher importance among boys than girls
in the high school (4.62 to 4.0) level but it is just the opposite in
middle school (4.38 girls, 4.17 boys). In community college, where some
already have scholarships but may aspire to transfer and play at a four-year
institution, the results were about even (4.6 women, 4.57 men). The scores
were about even between male and female athletes at the high school and
community college level in the area of “challenge,” but it
ranked higher in importance for middle school boys (4.44) than girls (4.19).
Competition was also an even factor between males and females at the high
school and community college level, but higher among middle school boys
(4.56) than girls (4.38).

The students were asked “How important in your daily time are the
following activities?” with the choices being socializing with friends,
time with family, practicing sports and time with boyfriend/girlfriend.
Practicing sports was the number one answer among middle school boys (4.61)
and high school boys (4.46) but number two for community college men (3.57)
who gave studying the highest average score (3.79). Six of the 14 respondents
gave studying a “5.” Middle school girls and community college
women made “time with family” their top answer (4.5, 4.6),
while high school girls found studying (4.41) most important. In all cases,
female athletes gave “studying” a higher score than the male
athletes.

The students were asked “How important are the following accomplishments
to you?” with the choices being winning sports, personal accomplishments
in sports and “good grades.” The results were often mixed
when it came to male vs. female athletes at different levels, but the
female athletes tended to be more serious about their studies as they
approached the higher levels. Middle school girls gave “good grades”
an average score of 3.44 with more than half giving it a “3”
or lower, while high school girls scored it 4.82 and community college
women 4.93.

The importance of sports in young athletes’ lives can also be indicated
by the sources of influence in decisions regarding athletic participation.
The athletes were asked “Whose influence is important to you in
your decisions about sports?” with the options being parents, siblings,
coaches, or teammates and friends. High school and middle school boys
were most influenced by their teammates and friends while coaching influence
was more important to the girls in high school and middle school (with
parents and coaches rating a 4.63 for middle school girls). Parents were
the biggest athletic influence among both men and women in the community
college sample.

The athletes were asked to rate the likelihood they would be accomplishing
each of the following: play sports National Association of Intercollegiate
Athletics (NAIA) or at a small National Collegiate Athletic Association
(NCAA) institution, play sports at a Division One NCAA college or university,
play professional sports and have a career in sports (coaching, administrative,
officiating, etc.) In each category at each level, the male athletes gave
themselves a higher likelihood score than the female athletes. The middle
school boys gave a 4.22 to the likelihood they would have a career in
sports and/or play sports professionally. The lowest average scores in
likelihood of a career in sports were entered by the female athletes (3.13
middle school, 2.47 high school and 3.07 community college).

Conclusion

One of the most telling results of this survey as it reflects the situation
of women in sports is the fact that female athlete at all levels gave
extremely low scores among the likelihood they would pursue a career in
sports, which could be a result of the declining number of women in coaching
and administrative positions in female athletics.

The lack of exposure and opportunities for women’s professional
sports is evident when it is noted that male athletes consistently gave
themselves higher scores than female athletes when assessing the likelihood
of playing professional sports.

Perhaps this also gives the female athletes a more balanced perspective.
While the likelihood scores on professional sports and careers in sports
were consistently low for females, the likelihood score declines in the
male athletes as they reach a higher level: 4.22 in middle school, 4.08
in high school and 3.0 in college. While middle school and community college
students gave high priority to study time and time with family at the
high school and community college levels, it did not become a top priority
for male athletes except in the community college survey.

These results call for future studies with more detailed questions and
larger, more regionally heterogeneous populations. The question to be
answered from future studies is whether the current gender climate in
sports only discourages female athletes from taking their sport accomplishments
to a high level or merely balances their priorities at an early age.

References

Coakley, Jay J. (2004). Sport in Society: Contemporary Issues. 8th edition.
New York,
N.Y. McGraw-Hill.

Eitzen, D. Stanley and George H. Sage (2003). Sociology of North American
Sport, 7th
edition, New York, N.Y. McGraw-Hill.

National Coalition for Women and Girls in Education (August 2002). Title
IX Athletic
Policies: Issues and Data for Education Decision Makers. Washington, D.C.

United States Sports Academy, Women’s Basketball Pioneer Earns
USSA Media Award,
retrieved March 28, 2006 from http://www.ussa.edu/news/2006/01/13/drysdale.asp

Stats

2016-10-19T09:01:03-05:00March 2nd, 2006|Sports Management, Sports Studies and Sports Psychology, Women and Sports|Comments Off on The Effect of Gender Opportunity in Sports on the Priorities and Aspirations of Young Athletes

The Effect of Gender on Korean Teens’ Athletic Footwear Purchasing

Submitted by Dr. Taeho Yon*1, Mr. Brian Gordon*2, and Mr. Mike Mohr*3.

*1 Southern Illinois University, Carbondale, IL 62901, USA
*2 Southern Illinois University, Carbondale, IL 62901, USA
*3 Southern Illinois University, Carbondale, IL 62901, USA

Dr. Taeho Yon is an assistant professor in the Department of Physical Education at Southern Illinois University. He received a bachelor’s degree from Hongik University in South Korea, a master’s degree in recreation and sport management from Indiana State University and a Ph.D. in Sport Management from Florida State University.

Brian Gordon is a graduate student in sport management at Southern Illinois University. His area of interest includes legal aspects, sport marketing, and administration of intercollegiate athletics.

Mike Mohr is a graduate student in sport management at Southern Illinois University. His area of interest includes sport marketing (consumer behavior) and issues of people with disabilities in sport.

Abstract

The purpose of this study was to investigate factors that influence Korean teens’ athletic footwear purchase. Four hundred and fifty-six teens participated in the study. Throughout the review of related literature and the conduction of a pilot study, seven characteristics were considered; price, color, style, brand name, comfort, quality, and celebrity endorsement. ANOVA procedures indicated that gender played a significant role in the purchasing behavior of Korean teens. Male teens stated that comfort and quality are the most important factors while female teens revealed that style and color are more important factors than any other factor. Marketers and advertising managers of athletic shoes companies should utilize the findings of this study to communicate with teen consumers more effectively.

Key Words: Korean teens, Consumer behavior, Athletic Footwear,

In recent years, the buying power of the teenage Korean market has significantly increased.  According to Park (2002), in 2003, there were approximately 11.3 million (23.9% of total population) teens in Korea, with an estimated 10 billion dollars in buying power. The Korean Institute for Youth Development projected that teen spending will significantly increase over the next ten years.  Lee (2003) also pointed that due to the one child policy, which limits parents to having only one child to curb overpopulation, teens in Korea assume a greater role as consumers in the household and justify where funds are allocated.  According to a report by Korea Institute for Youth Development (2004), Korean teens exert an influence on more than $36 billion in family purchases. The report also stated that most Korean teens make purchases with money that is provided by their family. Further, they ask their parents to buy a variety of products that are not teen products such as food, furniture, electronics, and other household products.  New trends have developed within the Korean teen subculture. As a result, consumer behavior will change (Kim, 2002; Lee, 2003; Lim 2001).  Lee (2003) stated that unlike previous generations, today’s Korean teens have different consumption behavior. They are very concerned about the conspicuousness of the products. In other words, they are very conscious about how they look from others viewpoints or the image they reflect upon others. As a result, they will place a higher value on aesthetics over quality. Woo (2001) also stated that approximately 50% of teens expressed design as the most important factor when they purchase teen-related products. Design and styles are viewed as more relevant characteristics among female teens in Korea. Consequently, parents consider secondary factors such as design and style over quality and comfort.  Today’s teens are easily influenced by various advertising which presents role models such as sport entertainers (Lee, 2003). Lee (2003) found that 80% of teens are somewhat influenced by advertisements and believe the products advertised by celebrities have better conspicuousness than products that were not endorsed by celebrities.  Korean teens are very sensitive to current fashion trends and have impulsive purchasing behavior (Kwon, 2000; Lim, 2002). Lim (2002) found that almost 50% of Korean teens have purchased products impulsively. They place a greater emphasis on the style and color of a product over the quality aspect (Kim 2000). Korean teens identify with certain brand products that help express their identity and characteristics. This consumer behavior is the most important factor that leads to a purchase (Lee, 2003; Lim 2002). Lee (2003) found that 79% of Korean teens care about product brands and have a strong brand loyalty to a certain brand of athletic shoes. Wearing a certain brand of footwear is very important for a teenager because it is a way of fitting in and gaining acceptance by the peer group (Forney & Forney, 1995; Miller, 1994).  Among the teen products, athletic shoes are one of the highest brand loyalty items among Korean teens (Lee, 2003).

Apart from this, the teenage period is the life stage in which an individual’s consumption leverage increases dramatically in terms of financial resources and decision-making discretion (Shim & Gehrt, 1996). Hence, with the strong marketing impact that teens create, marketers and consumer researchers become increasingly interested in exploring the shopping behavior of teens (Kamaruddin & Mokhlis, 2003). Often such teen shopping behaviors are influenced by their demographic background. Among the different demographic variables, gender has been considered as one of the most influential variables due to the following reasons: (1) gender is easily identifiable, (2) gender segments are accessible (since most media provide this information), and (3) gender segments are large enough to be profitable, gender is still a frequently used variable to implement segmentation strategies. (Stevens, Lathrop, & Bradish, 2005; Belk, 2003; Cleveland, Babin, Laroche, Ward, Bergeron, 2003; Darley & Smith, 1995; Meyers-Levy & Sternthal, 1991).   In the sport product segment, some research investigated gender differences on athletic shoes purchasing (Belk, 2003; Lyons & Jackson, 2001). However, previous research showed inconsistent results. Belk’s (2003) study found a gender difference on athletic shoes purchasing, but Lyons & Jackson (2001) found that African-American teens did not show gender differences on athletic shoe selection.  Moreover, although there is the practical importance of gender differences in the field of consumer behavior and a growing interest in the consumer behavior of teens in Korea, a meager amount of research has been conducted to investigate the gender differences on the factors that influence teens purchasing athletic shoes in Korea.

The primary purpose of this study is to investigate the factors that influence Korean teens purchasing athletics shoes with association of gender.

Method:

Participants

Participants for this study were five hundred twenty-five randomly selected teens from 6 schools in a metropolitan area of Korea.  Self-administered surveys were given to participants. Of the 525 returned survey questionnaires, 456 were usable.  Female teens represented 46% (211) and 54% (245) were represented by male teens.

Instrumentation

A survey was developed through literature reviews and discussions with teenagers in Korea. A pretest was conducted for 37 Korean teens and the survey questions were revised to make them more appropriate for the population tested in this study. The survey consisted of two parts with 18 questions. The first part included demographics of gender and age. The second part of the survey consisted of questions about the factors that influence Korean teens to purchase athletic shoes. From the review of relevant literature, seven most important factors were identified: style, price, brand name (recognition), color, quality, comfort, and celebrity endorsement. For this section, a five-point Likert-type scale (5-Strongly agree 1-strongly disagree) was used to rate the agreement of each factor. The following is a sample statement for each information source:

• Style: When I purchase athletic shoes the style of shoes is very important

• Comfort: When it comes to deciding to buy athletic shoes, comfort is the most important factor.

• Quality: I often purchase athletic shoes which are very durable

• Price: I’m very concerned about the price of shoes

• Brand name: I am very concerned about the brand name of shoes

• Color: When purchase athletic shoes, color of the shoes is one of the major concerns

• Celebrity endorsement: I often purchase same athletic shoes that a celebrity whom I admire wore.

The data collection process was completed in five weeks. Data were entered and statistics calculated by SPSS 12.0 for Windows program. Descriptive statistics of mean and standard deviation were acquired to analyze the data. Analysis of Variance procedures were conducted with factor scores, with independent variable of gender. Alpha values were set at 0.05 to determine significant differences between genders.

Results

Descriptive statistics generated from the questionnaire indicated that for male teens comfort of shoes (M = 4.4, SD = 0.72) is the most important factor. The second most important factor is quality (M = 4.2, SD = 0.83). (See Table 1).

For female teens  style (M = 4.4, SD = 0.67) and color (M=4.3, SD=0.75) are two most important factors. (See Table 2).

ANOVA for gender are represented in Table 3.

ANOVA found that there is a significant difference between genders on style (F=24.913, p = 0.001). Style is the most important factor for female teens (M=4.4) while the third most important factor for male teens (M=3.9).  There is a gender difference on the importance of comfort (F=7.421, p= .007). Comfort is more important factor for male teens (M=4.4) than for females (M=4.1).The importance of brand name differs between genders (F=17.279, p= .001).  Brand name of the shoes is more important factor for female teens (M=3.7) than for males (M=3.2). The data revealed that there is no significant difference between genders on quality, price, and endorsement of athletic shoes.

Discussion and Managerial Implications

The results of this study provide empirical evidence regarding factors that influence Korean teens purchasing athletic footwear in relation to demographics.

The influence of factors differs between genders.  This study found that for male teens, the comfort and quality are the two most important factors while female teens ranked the style and color as the most important factors. There were significant differences between genders on style, comfort, and brand name. Interestingly, female teens showed higher scores for some physical factors of the products, style and brand name, than male teens while male teens consider internal factors such as comfort as a more important consideration.  This finding is consistent with a previous study (Park 2002; Solomon & Schopler, 1982; Taylor & Cosenza, 2002).  Females are more sensible about the appearance of the product such as style, design, and brand name while males tend to consider internal factors such as comfort and quality as more important factors. Belk (2003) also found a gender difference on perception toward athletic shoes, with women being more alert to the symbolic implications of shoes than men. Women strongly feel that their footwear is an expansion and expression of themselves. They also feel that shoes affect their perceptions of others and their perceptions of self. Compared to male consumers, female consumers see shoes as highly significant articles of clothing that are regarded as expressing the wearer’s personality.  Furthermore, for adolescents especially females, shoes are a key signifier of their identity (Belk, 2003; Park, 2002). Male consumers, on the other hand, see shoes as a utilitarian thing.  As a consequence, the style that they identify with most is the critical purchase decision-making factor for Korean female teens while comfort is the most important consideration for male teens in Korea.  Some researchers applied socio-cultural perspective to explain the fact that physical appearance is greater for women than for men (Burton & Netemeyer, 1995; Jackson 1992; Kim, 2002; Lee 2003; Striegel-Moore, Silberstein, & Rodin, 1986).  In Korea, women are generally viewed as having less social power than men (Kim, 2002; Lee, 2003).Lee (2003) stated that in Korea, traditional perceptions of the male role have centered on the man as the worker and financial provider, whereas the traditional female role has been outside of the workforce such as raising children. As a consequence, often the physical attractiveness is used as a more important evaluative cue for women because of the less “objective” criteria available for judging their successful role fulfillment.  This perspective is supported from other research (Burton & Netemeyer, 1995; Jackson 1992; Buss & Barnes 1986).  Buss and Barnes (1986) revealed that women select their spouse on the basis of their social power (as a means of elevating social position), whereas men, as the sex with greater social power, choose their spouse more on the basis of beauty and  physical attractiveness. This perspective implies that women use their appearance as a means to enhance social power (Burton & Netemeyer, 1995).  Thus, the women’s concern about their physical appearance is far greater than that of men. Such a perception and orientation certainly impacts on their purchasing behavior (Brownmiller 1984).

This study provides critical information to marketers and advertising directors of athletic shoe companies which target Korean teens.  This study found that Korean male and female students are affected by different factors when they purchased athletic shoes. Male teens seek comfortable and quality shoes while female teens consider the appearance of the product, such as style, color and brand names, as the more important factor. Therefore, marketers and advertising directors should pay emphasis on the comfort and quality for male athletic shoes advertising. For female teens, they should create more the eye-appealing advertisements. The finding of this study should be interpreted in light of some limitations. First, although the sample size was not small, the samples were drawn from schools in a metropolitan area. Therefore, it is recommended for future studies to have samples from a wider geographical distribution to provide more generalized findings.  Second, demographic characteristics other than gender should be considered in future studies. For example, future studies on this topic should examine demographic characteristics such as age, education, race, and socio-economic status. Different demographic characteristics may have a significant impact on consumption behavior.

References

Belk, R.W. (2003). Shoes and Self. Advances in Consumer Research, 30 (1), 27-34.

Brownmiller, S. (1984). Femininity. New York: Simon and Schuster.

Buss, D. M., & Barnes, M. (1986). Preferences in human mate selection. Journal of Personality and Social Psychology, 56, 735-747.

Burton, S., Netemeyer, R. G. (1995). Gender differences for appearance-related attitudes and behaviors: Implications for consumer. Journal of Public Policy & Marketing, 14 (1) 60-76.

Cleveland, M., Babin, B. J., Laroche, M., Ward, P., & Bergeron, J. (2003). Information search patterns for gift purchases: A cross-national examination of gender differences. Journal of Consumer Behavior 3 (1), 20-47.

Darley, W. K., & Smith, R. E. (1995). Gender differences in information processing strategies: An empirical test of the selectivity in advertising response. Journal of Advertising, 24 (1) 41-56.

Forney, J., & Forney, W. (1995). Gangs or fashion: influences on junior high student dress, Journal of Family and Consumer Sciences, Vol. 87, pp.26–32.

Jackson, L. A. (1992). Physical Appearance and Gender: Sociobiological and Sociocultural Perspectives. Albany, NY: State University of New York Press

Kamaruddin, R. A., & Mokhlis. S. (2003). Consumer socialization, social structual factors and decision-making styles: a case study of adolescents in Malaysia. International Journal of Consumer Studies, 27(2),145-157.

Kim , B. J. (2000). A Research on Consumption Behavior Among Youths. Unpublished Masters Thesis, Changwon University, Korea.

Kim, S. S. (2002). Korean Adolescents’ Purchasing Behavior for Hip Hop Clothes. Unpublished Masters Thesis, Yonsei University, Korea.

Korea Institute for Youth Development. (2004). Spending Power of Korean teens. Retrieved August 2, 2005 from http://www.youthnet.re.kr/

Kwon, M. H. (2000). Consumption values and rationality of consumption behavior of adolescent consumers. Unpublished Masters Thesis, Seoul National University, Korea.

Lee, J. K. (2003). A Study on the Adolescent Consumer Behavior and Economy Education Special Program. Unpublished Doctoral Dissertation, DongUi
University, Korea

Lim. H. J. (2002). Study on Adolescent Consumers’ Consumption Consciousness and Consumption Behavior : Focusing on junior high school students in Jeju city. Unpublished Masters Thesis, Jeju University, Korea

Lyons, R., & Jackson, N. (2001). Factors that influence African-American Gen-Xers to purchase Nikes. Sport Marketing Quarterly, 10, 96-101.

Meyers-Levy, J., & Sternthal, B. (1991). Gender differences in the use of message cues and judgments. Journal of Consumer Research, 28, 84-96.

Miller, C. (1994). Phat is where it’s at for today’s teen market. Marketing News, 28, 6–7.

Park, J. M. (2002). A Study on the Variables to Adolescent’s Propensity to Conspicuous consumption. Unpublished Masters Thesis, Ewha University, Korea

Shim, S., & Gehrt, K.C. (1996). Hispanic and Native American adolescents: an exploratory study of their approach to shopping. Journal of Retailing, 72,
307-324

Solomon, M., & Schopler, J. (1982). Self consciousness and clothing. Personality and Social Psychology, 8, 508–514.

Stevens, J., Lathrop, A., & Bradish, C. (2005). Tracking Generation Y: A Contemporary Sport Consumer Profile. Journal of Sport Management,19(3), 254-276.

Striegel-Moore, R. H., Silberstein, L.R., & Rodin, J. (1986). Toward an Understanding of Risk Factors for Bulimia. American Psychologist, 41, 246-63.

Taylor, S. L., & Cosenza R.M. (2002). Profiling later aged female teens: mall shopping behavior and clothing choice. Journal of Consumer Marketing,19 (5), 393-408.

 

Yon Gordon Mohr Table 1

 

Yon Gordon Mohr Table 2

Yon Gordon Mohr Table 3

2015-03-19T13:59:38-05:00January 3rd, 2006|Contemporary Sports Issues, General, Women and Sports|Comments Off on The Effect of Gender on Korean Teens’ Athletic Footwear Purchasing

Efficacy of Relaxation Techniques in Increasing Sport Performance in Women Golfers

Submitted by Dr. Linda LaGrange*1 and Ms. Janet Ortiz*2.

1* New Mexico Highlands University, Las Vegas, NM 87701 USA

2* New Mexico Highlands University, Las Vegas, NM 87701 USA

Dr. Linda LaGrange is a professor of psychology, concentration in psychopharmacology and physiological psychology at New Mexico Highlands University. Her research interests range from the biological correlates of sensation seeking to the fetoprotective capacity of bioflavonoids, and finally, the association of alcohol consumption with aggressive behavior.

Janet Ortiz received B.A. in Psychology and M.S. in Clinical Psychology from New Mexico Highlands University. She became interested in the game of golf at the age of four when first introduced to the game by her father. She began competitive golf at the age of six and played in the Sun Country (New Mexico and west Texas) and the American Junior Golf Association (national) junior circuits. In high school, Janet received All-District and All-State honors each year and was a five-time varsity letter winner. She was also a member of state championship team in 1996. Finally, Janet was a student-athlete as a member of the University of Wyoming women’s golf team for two years where she was a varsity letter winner both years.

Abstract

Stress and anxiety can adversely affect athletic performance across all levels of athletic ability and types of sports. The researchers wanted to determine if progressive relaxation techniques (PRT) would improve sports performance in a group of female recreational golfers. The study was conducted over a 3-month period during which the experimental group (n=9) regularly engaged in PRT. Both the experimental group and the control group (n=9) played their regular golf game; recording their scores, putts per round, and number of greens hit in regulation. Preintervention measures were recorded and compared with post intervention measures. Both groups recorded significant improvement on all three measures. The amount of improvement observed for the experimental group was more than that observed for the control group. The between-group differences were not, however, significant.

Introduction

One of the most difficult obstacles to overcome among people who strive to improve their sports performance is that of anxiety.  Anxiety becomes even more of an obstacle to attaining optimal performance in the concentration-intense sports such as golf.  Beyond the competition-induced stress and anxiety, the competitors may find themselves dealing with two other general sources of stress: competition-related issues such as coach/team interactions and stress factors that are completely external to competition, such as sleep deprivation.  Anshel, Kim, Kim, Chang, and Eom (2001) further categorized stress into acute and chronic stress.  Most relaxation techniques are designed to deal directly with acute stress, whereas there are few studies of possible relaxation methods that are designed to alleviate both acute and chronic stress.

Two of the most common general types of relaxation techniques are progressive relaxation and imaginal relaxation. Progressive relaxation is characterized by tensing and relaxing the muscle groups and is typically accompanied by deep breathing exercises. Specifically, it entails tensing a particular muscle group, maintaining the tension briefly, and then releasing the tension.  Typically, the individual begins with the lower extremities, gradually progressing up to the neck and shoulders (Nideffer, 1981; Bernstein & Borkavec, 1993). Imaginal relaxation techniques are driven by cognitive processes and do not involve muscular tension and relaxation (Scogin, Richard, Keith, Wilson, & McElreath, 1992).

Nicholls, Holt, and Polman (2005) interviewed a number of golfers to determine what types of coping strategies they employed when they were in the midst of competition.  The most effective strategies included rationalizing, reappraising, blocking, positive self-talk, following a routine, breathing exercises, physical relaxation, and seeking on-course social support.  In a recent qualitative study (Giacobbi, Foore, & Weinberg (2004), semi-structured interviews were conducted with 11 golfers in which the golfers were asked to identify the most common sources of stress they encountered when playing golf.  They were then asked to describe their coping responses.  Their various coping strategies included cognitive strategies, relaxation techniques, off-course, efforts, golf course strategies, avoidance coping, and emotion-focused coping.  Of the 11, 6 used some form of relaxation, usually as part of their pre-shot routine.  The golfers found relaxation techniques effective both on and off the golf course.  In a study of 51 male varsity golfers, the efficacy of pre-competition imagery use on competition performance was examined.  The researchers found that motivational general mastery imagery was positively associated with golf performance as was elevated personal self-efficacy.  Interestingly, the higher the degree of personal self-efficacy, the more likely the golfers were to engage in general-mastery imagery (Beauchamp, Bray, & Albinson, 2002).  Finally, in a study in which comparisons were made of two coping interventions, cognitive intervention and progressive relaxation, Haney (2004) found that both strategies reduced trait anxiety and increased self-efficacy among a sample of female athletes.  However, the improvements seemed to be longer lasting for the cognitive intervention group.  It was not clear if the progressive relaxation group participants continued their relaxation program.  It seems likely that if the progressive relaxation program were discontinued, its beneficial effects would dissipate over time.

Giacobbi and Foore (2003) have observed that there has been relatively little research conducted on non-elite golfers.  They assert that the potential for sport psychologists to render services to the millions of avocational golfers in the U.S. could be greatly enhanced if more were known about how these golfers deal with sport-related stress.  Thus the current study recruited participants who were not professional athletes, but whose game would, nevertheless, be negatively influenced by anxiety.  We wanted to determine if regularly listening to a 20-minute standard progressive relaxation recording over a 3-month period would positively affect the participants’ golf game.

Hypotheses

It was  hypothesized that the women in the experimental group who listened to the progressive relaxation tape would improve their golf performance relative to the women in the control group as measured by the following three dependent variables:  1) scores per 9-hole round, 2) number of putts per round, and 3) number of greens hit in regulation.

Methods:

Participants

Before participant recruitment and data collection, the research protocol was reviewed and approved by the New Mexico Highlands University IRB committee.  Study participants were recruited from Women’s Golf Associations throughout New Mexico.  Their ages ranged from 19 to 48 years (mean = 33).  All of the participants had current United States Golf Association (USGA) handicaps between 6 and 12.

Materials

Each participant was given a 20-minute standard relaxation cassette tape.  The tape contents were originally developed by Dr. Kathy B. Parker, who, at the time, was a sport psychologist for the University of Wyoming Athletic Department.  Contained in the recording are the instructions for tensing and relaxing specific muscle groups, beginning with the arms, moving up towards the head, and then moving down the shoulders, back, and legs.

Procedures

Recruitment fliers containing project information were posted at golf courses and country clubs throughout the state of New Mexico. Once recruited, the participants were asked to record the number of putts per round of golf (in this case, 9 holes), their scores for each round, as well as the number of greens hit in regulation, for the next four rounds.  These data provided the baseline for post intervention comparison purposes.  Once the baseline data collection was completed, the 18 participants were randomly assigned to one of two groups:  the experimental group, which received the relaxation tape, and the control group, which did not get a relaxation tape.  The participants assigned to the control group were instructed to continue with their normal practice and playing routines for the next three months.  They were provided with logbooks in which they were to record their scores, putts per round, and greens in regulation for each round of golf they played.  The experimental group participants were also given logbooks and instructed to maintain normal practice and playing routines.  In addition, they were told to listen to the relaxation tape five times a week, at bedtime, for the first 30-day period of the study.  At the end of the first month, the participants from both groups were asked to turn in all of their scores.

During the second month of the study, the participants in the experimental group were instructed to reduce the number of times they listened to the relaxation tape from five to three times per week.  Participants from both groups were instructed to continue with their normal practice and playing routines and to also continue keeping a record of their scores in the logbook.  At the end of the second month, the participants again turned in all of their scores.

In the third and final month, the participants in the experimental group were told to listen to the relaxation tape just once a week.  All other activities for both groups remained the same.  Upon completion of the third month the participants played a final 36 holes.  A final tally of the latest scores per 9-hole round, the number of putts per round, and the number of greens hit in regulation was recorded.

Results

Means and standard deviations were computed for the pre and post conditions for both groups.  Pre group values did not vary significantly between groups for all three dependent variables; scores per 9-hole round, putts per round, and number of greens hit in regulation.

Because the participants were recruited in late winter and early spring, it was expected that participants from both groups would improve on all three dependent variables as a consequence of playing more often as the weather improved.  This indeed was the case (see Table 1).  However, we hypothesized that the participants in the experimental group would improve significantly more than their counterparts in the control group.

Figures 1-3 illustrate the improvement trends for both groups for each of the three dependent variables.  Independent groups t-tests were performed to compare the degree of improvement observed for the cassette group with the improvement observed for the no cassette group on each of the three dependent variables.  All effect sizes are reported using Cohen’s d equation.  For the first, in which the comparison was the improvement in scores per round for the cassette group (M = 0.1986, SD = 0.1254) and the no cassette group (M = 0.1143, SD = 0.1395), the difference was not statistically significant, t(16) = -1.299, p >0.05. The effect size was calculated at 0.64.  The second variable was that of number of putts per round.  The improvement by the experimental group (M = 0.0649, SD = 0.0286), although better than that of the control group (M = 0.097, SD = 0.0278), was not statistically significant, t(16 = -1.141, p >0.05.  The effect size was 0.54.  The final variable to be tested was that of the number of greens hit in regulation.  The experimental group (M = 0.2638, SD = 0.1401) again improved more than the control group (M = 0.1812, SD = 0.0792), however the difference in improvement was not statistically significant t(16) = -1.539, p > 0.05.  The effect size was 0.76.

Discussion

As expected, both groups improved over the three-month course of the study.  The question was, however, would the participants in the experimental group demonstrate significantly greater improvement than their counterparts in the control group.  For each of the three dependent variables, the improvement observed in the experimental group exceeded that of the control group.  However, the group differences were not significant.  Yet, the effect sizes, ranging from .54 – .76, were certainly not negligible, indicating that the lack of significance was, in part, a consequence of the small sample size.  The improvement trends illustrated in Figs. 1-3 seem to grow more robust with time.

It would be of interest to determine if improvement leveled off after a specific length of time.  Additionally, would the level of improvement be maintained even if the participant no longer engaged in progressive relaxation?  This question is at least partially addressed by Haney (2004), who noted that many stress management plans for athletes are constructed to be sport-specific as well as task-specific.  In the case of progressive relaxation, the intervention can address sources of anxiety unrelated to sport performance.  However, in her study, the progressive relaxation group experienced a rebound level of anxiety (after significant improvement) from post-experiment levels to the follow up data collection.  This rebound was attributed, at least in part, to a reduction in the number of participants who continued to practice the relaxation regimen.  If we were to replicate our study, it would be useful to continue the sampling period beyond the 3-month period during which the experimental group was actively practicing the relaxation technique.

An observation made by Giacobbi et al. (2004) was that among non-elite golfers there is a great degree of variability in how individuals cope with stress.  It would be of interest to know whether the exposure to the progressive relaxation tape altered the coping responses of the participants or if it reduced the overall level of stress.  Another observation made by Hassmen, Raglin, and Lundqvist (2004) was that there was a strong correlation between Somatic Anxiety scores and golf performance.  In a future study it would be beneficial to determine if the long term practice of progressive relaxation would alter a participant’s scores on the Somatic Anxiety scale.

According to Nideffer (1976) one of the important issues to be considered when dealing with closed-skill sports, as is golf, is that the skills are automatic and thus do not demand a dynamic form of attention.  This frees up attentional processing capacity, which allows the athlete to attend to other stimuli, some of which could be internal feelings of anxiety.  This concept was studied further by Liao and Masters (2002).  They describe how stress can cause athletes to reallocate information-processing resources from athletic performance to irrelevant stimuli, thus impairing performance.  More of this process could be understood if we could determine if progressive relaxation techniques, by reducing anxiety, prevent the reallocation of information-processing resources.  Or, is it possible that the participants who engaged in the relaxation program simply increased their attentional processing capacity?

In summary, PRT seemed to enhance the improvement in golf performance observed in a group of female recreational golfers.  The dependent variables included scores per 9-hole round, number of putts per round, and number of greens hit in regulation.  The members of the control group also improved their golf game, but not to the degree experienced by the experimental group.  The effect sizes (Cohen’s d) for the differences in improvement were 0.64 for scores per 9-hole round, 0.54 for number of putts per round, and 0.76 for number of greens hit in regulation.

References

  1. Anshel, M.H., Kim, K-W, Kim, B-H, Chang, K-J, & Eon, J-J (2001).  A model for coping with stressful events in sport :  Theory, application, and future directions.  International Journal of Sports Psychology, 32, 43-75.
  2. Beauchamp, M.R., Bray, S.R., & Albinson, J.G. (2002).  Pre-completion imagery, self-efficacy, and performance in collegiate golfers.  Journal of Sports Sciences, 20, 697-699.
  3. Bernstein, D.A., & Borkovec, T.D. (1973).  Progressive relaxation training.  Champaign, IL:  Research Press.
  4. Giacobbi, P.R., & Weinberg, R.S. (2000).  An examination of coping in sport:  Individual trait anxiety differences and situational consistency.  Sport Psychologist, 14, 42-62.
  5. Giacobbi, P., Jr., Foore, B., & Weinberg, R.S. (2004).  Broken clubs and expletives:  The courses of stress and coping responses of skilled and moderately skilled golfers.  Journal of Applied Sport Psychology, 16, 166-182.
  6. Haney, C.J. (2004).  Stress-management interventions for female athletes:  Relaxation and cognitive restructuring.  International Journal of Sport Psychology, 35, 109-118.
  7. Hassmen, P., Raglin, J.S., & Lundqvist, C. (2004).  Intra-Individual Variability in State Anxiety and Self-Confidence in Elite Golfers.  Journal of Sports Behavior, 27, 277-291.
  8. Liao, C.M. & Masters, R.SW. (2002). Self-focused attention and performance failure under psychological stress.  Journal of Sport & Exercise Psychology, 24, 289-305.
  9. Nicholls, A.R., Holt, N.L., & Polman, R. (2005).  A phenomenological analysis of coping effectiveness in golf.  Sport Psychologist, 19, 111-130.
  10. Nideffer, R.M. (1976).  The Inner Athlete.  New York:  Thomas Crowell.
  11. Scogin, F., Rickard, H.C., Keith, S., Wilson, J., & McElreath (1992).  Progressive and imaginal relaxation training for elderly persons with subjective anxiety.  Psychology and Aging, 7, 419-424.

Ortiz LaGrange Table 1

Ortiz LaGrange Figure 1 Ortiz LaGrange Figure 2 Ortiz LaGrange Figure 3

2015-03-19T13:45:15-05:00January 2nd, 2006|Contemporary Sports Issues, Women and Sports|Comments Off on Efficacy of Relaxation Techniques in Increasing Sport Performance in Women Golfers

Race, Gender and Sport in Post-Apartheid South Africa

Abstract

This paper focuses on the issues of race and gender in sport in South Africa since Nelson Mandela became president of the government of national unity on 10 May 1994. It examines the legacy of apartheid on sport in South Africa when white male supremacy denied equal opportunities to Blacks, Coloureds, Indians and Women, by the use of segregationist policies and practices in sport. The ability to participate in sport in South Africa has been intrinsically linked to the political history of the country. An examination of the development of sport shows the way legislation was used by the Nationalist Party to create a policy based on discrimination in which black people were denied basic human rights on the basis of skin colour. There were huge racial imbalances in South African sport that were not due to specific sporting legislation, but to government policy, legislative acts and economic conditions. This paper examines how in spite of the post-apartheid policy of racial equality, race relations in South Africa today are such that individuals still have a differential opportunity to participate in sport. Black people continue to live life and participate in sport within a context of unequal race relations. Finally, this paper also examines issues of gender in South Africa in the post-apartheid era, as the development of sport in South Africa has been male dominated reflecting the present gendered nature of South African sport.

The paper is heavily dependent on material gathered during a three week trip to South Africa in December and January 1997/1998, and 10 days in February 2002. In Johannesburg, staff at the University of Witwatersrand were interviewed, and an accompanied visit to Soweto, a conglomeration of townships to the south-west of Johannesburg, took place; the guide provided valuable insights into the life of its inhabitants, and was able to show me the impoverished sports facilities in the communities and schools. I was also able to observe the sports facilities and interview staff at Parktown Boys High School, an elite and exclusive fee paying school in Johannesburg.

Further travel to Durban, Port Elizabeth and Cape Town enabled me to meet with sports administrators and athletes. The squalid living conditions in Guguletu, a massive township outside Cape Town were observed. Living there is a fight for survival. Children who have access to a ball play soccer on the waste ground beside the main road. Health and housing are a greater priority than sport development that is only appropriate to those who are not living in poverty. Interviews with academics, sports administrators, and coaches at the University of the Western Cape, and teachers from schools in the townships were also conducted. At the University of Stellenbosch, the Afrikaner rugby stronghold that has been so important in the history of South African and Afrikaner rugby, academics and coaches were interviewed. Here it was possible to contrast the relative affluence of the white, middle-class South Africans, with the poverty of those living in the townships.

This paper is also based on material collected from a number of official reports, newspapers and magazines, films, videos, and material from the Internet. Before travelling to South Africa a number of people involved with sport in South Africa had been contacted. Interviews were conducted with a sports administrator from the University of Witwatersrand in Johannesburg, who was also an official with the South African team that participated at the World University Games in 1997. E-mail correspondence was exchanged with South African academics from the University of the Western Cape, one of whom was also involved in many gender sports initiatives in South Africa, and with a member of the ministry of sport. Other semi-structured interviews were held with people on the basis of their involvement with sport, or their knowledge of sport in South Africa.

The Development of Sport in the Post-Apartheid Era

The 1995 Rugby World Cup Final between South Africa and New Zealand was a celebration of the lifting of apartheid. It signalled the emergence of a re-united nation. The massive media attention given to the competition gave South Africa the unique opportunity to show the world that for the duration of the game the nation was united. Francois Piennar, the South African captain 1, insisted that the team learn the words to the new national anthem, “Nkosi Sikeleli Afrika” (God Bless Africa), the Zulu theme song which has long been sung by workers to alleviate stress and boredom while working (Booth, 1998; Miller, 1995; Nauright, 1997). Significantly, President Nelson Mandela decided to wear a Springbok rugby shirt and baseball cap at the pre-game ceremony. Hargreaves (1997) felt that Nelson Mandela brilliantly used the Springbok emblem and transformed it from a symbol of white superiority to one of national unity. This was an unprecedented act by the South African president that drew great acclaim from the predominantly white crowd.

The World Cup Final symbolised the emergence of a new era in South African sport; it was a symbol of a nation united through sport; a single community in which collective interest transcended social differences. The Rugby Union World Cup, and other successes in international sport, have given the impression to the outside world that the transformation of sport in post-apartheid South Africa has been one that has encountered few problems. However, as apartheid policies had been entrenched for many years, its abolition did not just signify the replacement of one system with another. Morris and Hindson (1992) summarise the situation as one where “old elements, ideologies and strategies remain, and social forces committed to the previous order still operate, consciously and unconsciously alongside and clashing with new elements” (p. 52).

The post-apartheid era began while South Africa was suffering an economic recession, so much so that the black population was arguably worse off than during the apartheid period. Inflation was high, over 7 million people were unemployed, and 10 million people lived in shanty towns; 42% of deaths resulted from living in poverty (Tyamzashe, 1993). There was uncontrolled rural-urban migration. South Africa’s economy was dependent on cheap black labour. Indeed, the South African Congress of Trade Unions claimed that apartheid and racial discrimination was based on the quest for profit (Jarvie, 1985). In 1996, the average annual income for Whites was 34,400 South African rands compared to 3,600 for Blacks (Editor, 1996). Almost half of the black population of South Africa lived below the subsistence level. In these conditions all people were vulnerable, but African women, and children were most at risk. For this group, sport was an irrelevance as the end of apartheid had worsened their plight (Hargreaves, 1997).

Most of South Africa’s wealth was controlled by the white population. In short, there were two South Africa’s, one White and rich, one Black and poor. Shifting the economic balance in favour of the black population was therefore an essential part of nation-building in the post-apartheid era. Access to sport in South Africa was determined in part by economic conditions, and it was difficult for the majority of black people especially women to gain access to good sports facilities, most of which were in white areas. The legacy of apartheid had deprived townships of a sports infrastructure, and they remained under-resourced in terms of sports facilities (Hendricks, 1996). This lack of facilities was confirmed by a female teacher from a coloured township in Cape Town who described her school sports facilities as almost minimal. She said,

we had a tarmac area on which we played netball and there was some form of cricket pitch the guys played on; that’s about it except for the patch of grass…the maintenance costs for other sports were too costly and we could not afford that. As for apparatus, we would never have sufficient balls to practice skills.

Clearly the legacy of apartheid adversely affected the ability of certain groups to participate in sport, and until there were changes in the political, social and economic conditions, sport could not develop dramatically, especially for the black population. Hence, there was criticism of money being spent on supporting athletes at the 1992 and 1996 Olympic Games, hosting the 1995 Rugby World Cup final, and sponsoring the bid to host the 2004 Olympic Games (Hargreaves, 1997). Although, ironically, money was spent on improving sports facilities prior to the 2004 Olympic bid, some of which were situated in townships. Hence, the ability to participate in sport has increased in some of these deprived areas.

The transformation of sport in the post-apartheid era cannot be separated from the broader social, economic and political framework. This framework still prioritises Whites and their participation in sport. In this situation, black women have emerged as the most deprived social group (Hargreaves, 1997). The ANC did plan to achieve greater gender equality and encourage women’s empowerment and racial equality. The new Constitution made provision for a Gender Commission, and the ANC committed itself to a “Women’s Charter of Rights and Effective Equality between the Sexes” (Hargreaves, 1997, p. 202). The Charter displayed the anti-racist and anti-sexist philosophy of the new government, and it has been applied to political, social and cultural life, including sport. It is claimed by the government that the provision of sport for disadvantaged communities is a priority, and girls have been targeted as a group in need of special attention. But the development of comprehensive equality between gender and races has been slow, mainly as the allocation of resources remains uneven. By addressing gender inequality, poverty and violence against women, the ANC attempted to make it easier for women to take advantage of the opportunities provided in sport. However, just because all sections of the communities are equal according to the law, it does not follow that there will be equality of opportunity. This was re-iterated by a former member of the Women and Sport South Africa (WASSA) who said,

sport is still seen to be the domain of men. This is still the case irrespective of what the constitution says in relation to equal rights, the men still decide if women can participate in sport or not, and African married women, essentially when she is married needs to be covered. Therefore, you are hardly going to find a Muslim girl swimming in the Olympics unless the family have given her space to do that so the custom overrides the constitution, so we have not made enough sustainable progress since 1994.

According to Hargreaves (1997, p. 198) “there are massive gender inequalities in the sporting structures of the country, and a strong association between sport and masculinity”, and this is because few resources are available for female sports due to the issue of gender being considered less important than race and ethnicity.

Roberts (1991) maintains that there was no strategy for sport in South Africa prior to 1990. Many stadiums and arenas had been constructed, but were mainly located in traditional white areas. During the apartheid years, sport was mainly the domain of the white minority and the rest of the population had been deprived of access to suitable sports facilities (Archer & Boullion, 1982). South African sport reflected the power and privilege of the white population, and the inequalities that existed between males and females in all racial groups. Sport in the white communities was a symbol of white, male, Afrikaner, superiority, and in Indian and Coloured areas, there were fewer resources for sports, most of which were used by men. For Africans, facilities in the townships were impoverished and generally only catered for soccer, and in some cases netball. For many people, sport was an irrelevance. In schools there were limited resources for Indians, Coloureds, and Africans. Poverty, travel problems and patriarchal controls limited female participation in sport (Hargreaves, 1997). A female teacher confirmed the limited resources by saying,

you need transport to go regularly to practice, during the time your family require supper, you need a uniform, the kids have to get their homework done; women are economically dependent on their husbands, if he says no, you cannot participate. Look at our high incidence of rape in the townships and few have cars; violence on women is increasing, so we need to understand the way personal circumstances impact on our ability to participate in sport. Women do not always have the choice, they do not have the choice either because of culture, or because of gender stereotyping, public transport and violence against women. Interpreted that women are not interested is ridiculous, so until we realise the environmental circumstances that limit women’s ability to participate…we need to change this before it can happen. So we need to get more women involved; we need more space, creche’s; we need to help them to make space, and we need a safer environment.

So, although funds were available to encourage participation in African townships, there was little encouragement for girls’ sports. The United Kingdom/South Africa sports initiative, for example, focused on traditional male sports and more recent initiatives, such as the Proteas Mmuso Sport Education Programme and facility management, do little to equalise opportunities for girls (Coghlan, 1990).

The return of South Africa to the international sporting arena immediately posed questions for the national organisations regarding the selection of national teams. The vast majority of elite athletes were still white and male and this would continue; white males had a pre-eminence which militated against women’s participation. The National Sports Congress (NSC) argued that the token inclusion of an unqualified black athlete, male or female, in an international team would be an insulting gesture. Interestingly, Booth commented that the selection of Chester Williams, a black player, for the South African rugby team was a classic example of a token black player, who because of the opportunity provided, developed into an international player (Booth, 1995). It is interesting to note that Williams was the product of a “privileged” upbringing and was not brought up in a township (Stoflie, 1996). But selection is problematic at national and provincial level. For example, the selection process for annual men’s Super 12 rugby competition which is contested by four teams from each of New Zealand, Australia and South Africa, highlights selection problems in both male and female sport in South Africa. The South African rugby authorities stipulated that the South African teams should include a minimum of two black players. The South African Rugby Union coaches complied with this rule by only selecting the bare minimum for the 2002 competition leading to allegations of racial prejudice. This action resulted in several talented players including two who had already represented the South African Springboks, not being selected (Editor, 2002). As one black South African sports official informed me,

black South African rugby players are not being given the chance for representative rugby and there is still racial prejudice in the rugby organisations; you are always hearing about why black players are not included in representative teams;the players are always too young, too inexperienced, or too light. What we are saying is that if there are two players of about equal ability, then select the black one.

Criticism of the system of merit selection was highlighted by the selection of the Table Tennis team for the 1992 Barcelona Olympics when Cheryl Roberts, a non-white player, was chosen in preference to a white player, Surita Odendaal, who had regularly beaten Roberts. However, due to Roberts’ credentials as a coach to the under-privileged, it was thought that she would be an ideal role-model for young black players so she was selected (Miller, 1992). A member of the Ministry of Sport informed me,

the answer is simply that merit is the only criteria for the selection of national teams. The Minister has, however, urged national federations to ensure that their teams reflect the demographics of South African society to race. What this means, therefore, is that federations should make a concerted effort to ensure sufficient numbers of black players are developed to such an extent that they can be selected into national teams on merit. In some instances national federations have signed performance agreements with the Minister in which they have undertaken to reach specific representative targets within specific timeframes. (I don’t see this as quotas).

There were further problems for South Africa during this period. The international tours that have taken place since South Africa’s return to international sporting competition have arguably been representative only of White South Africa. Many apartheid symbols remained, most notably the “Springbok” emblem worn by sports people representing South Africa. Indeed, South African teams are frequently referred to as the “Springboks,” a name synonymous with Afrikaner nationalism. For the white population the “Springbok” emblem is an indication of cultural identity and signified their power during the apartheid years (Booth, 1998). In August 1992, South Africa played its first international rugby match in the post-apartheid era against New Zealand. For white South Africans the match was significant as it provided them with a stage to illustrate their animosity to the new government. The NSC had declared that the South African team were not to use the “Springbok” emblem, and that it was to be replaced by the “Protea” (the national flower of South Africa). The South African Rugby Football Union (SARFU) defiantly refused to cooperate and wore the “Springbok” emblem on its shirt (Retief, 1996). Booth (1998, p. 210) has maintained that,

in South Africa the symbols of representative teams, especially rugby have continued to divide rather than nationalise blacks and whites. As part of its policy of reconciliation the ANC accepted the Springbok emblem in rugby. It was a bold move and one fraught with danger. For three-quarters of a century the Springbok signified Afrikaner nationalism, racial division, and white exclusiveness and superiority. Instead of abandoning traditional rugby supporters, the ANC has attempted to confer the emblem an alternate set of values, but in doing so the ANC has offended both the conservative whites and its black constituency. The decision to reprieve the Springbok is a classic illustration of the problems confronting states as they attempt to nationalise diverse peoples.

For some, the acceptance of the Springbok emblem in rugby by ANC leader Nelson Mandela was perceived as a sign of weakness, yet he and the ANC insisted that the emblem could serve as a representation of reconciliation (Du Preez, 1996). At the rugby match at Ellis Park, Johannesburg (itself an icon of white South Africa), thousands of apartheid flags were waved and the white national anthem “Die Stem” was played. It might be argued that the actions of the white crowd constituted a fight to reinforce its dominant social structure, a structure under threat. However, the existing white symbols had not been officially replaced, which publicly and officially vindicated the actions of the crowd. There is little doubt that many Whites felt that their power had been undermined, and were experiencing difficulties in coming to terms with a post-apartheid South Africa. This was a defiant, defeated gesture; Nauright (1996) felt that the Whites were creating a “security blanket” in an attempt to maintain their former lifestyles and cultural practices.

A New National Sports Policy

For sport in South Africa to make the successful transition into the post-apartheid era, there was a need to unify the sports structure and formulate a national sports policy (Craig & Rees, 1994). Over several years the NSC played a central role in this process. The NSC had played a prominent part in negotiations with various international bodies such as the IOC and the International Athletics Federation (IAAF), and provided a ‘gateway’ for South Africa to return to international competition. The NSC 2 emerged as the body to oversee the unification and development of sport in the new South Africa. Its immediate objectives included co-ordinating sports activities on behalf of, and in support of, the national federations, developing mass and elite sport and making sport accessible to all communities (Booth, 1998).

In November 1993, a national conference entitled the “Vision for Sport” conference was held and was to prove to be a milestone for the future of sport in South Africa. The conference was a gathering of national and regional representatives of the NSC, as well as officials from Great Britain and Australia. The conference initiated several plans that laid the foundations for mass participation and the development of elite sport. To increase participation, South Africa adopted a programme similar to the pyramid structure of sport implemented by Cuba. This structure designated four layers, “foundation”, “participation”, “performance” and “excellence”. At the core of the pyramid emerged a scheme called “Protea Sport”. “Protea Sport” was (and is) an integrated programme catering for young children at the base of the structure to national sports stars at the apex. The system also allows for the development and empowerment of sports administrators, coaches and technical officers through conferences, workshops and accreditation schemes (Nqwenya, 1993). The conference also proposed that a National Academy of Sport should be established based on the Australian model, so an officer from the Australian Sports Commission was seconded to assist with its development. The Academy would particularly aim to identify and develop athletes with elite potential. In order to cater for South Africa’s widely distributed population regional centres of excellence were also established, and it was also suggested that 40 per cent of the selected squads at the academies should be black athletes (NSC, 1993).

The “Vision for Sport” conference also provided impetus for the establishment of the Government Department of Sport and Recreation (DSR) on 1st July 1994, an occasion that illustrated the government’s pledge that sport could play a prominent role in the process of nation building. The newly formed Department published the paper, “Getting the Nation to Play”, which detailed a five-year plan that would provide all communities with basic sport and recreation facilities. The plan incorporated the Protea Sports Programme and the Academy of Sport (Department of Sport and Recreation, 1995).

The Department was also an important avenue for funding and has financed the construction of multi-purpose sports facilities throughout the country. The funding policy of the Department has attempted to start to redress the inequalities created in the apartheid-era by developing “sport for all” schemes, and has initiated criteria to ensure financial assistance to those associations which require it the most. However, while the sports policies at national level have become unified, the unification at the provincial level, is still undeveloped (Skosana, 1996). Opportunities in townships to participate in sport need to be developed, and in order to redress the imbalances several regional DSR’s such as in the Western Cape have produced “Rainbow Papers” whose findings aim to tackle disparities in sport (Jones, 1998a). The foundations and the plans have been laid and now need to be implemented, although economic conditions will be a major factor in their success or failure. Certainly, the DSR and the regional departments envisage sport as an important element in the nation-building process, one which may simultaneously help to counter some of the problems associated with poor living standards such as crime and drugs (Katzenellenbogen, 1996).

Local government in particular needs to work with the sports federations to help make community sport a reality. According to the ANC sport should be a right, not a privilege, and subsequently the DSR has worked in conjunction with the Education Departments to ensure that more school children are active in sport or recreational activities (ANC, 1992). During apartheid, schools catering for the privileged, mainly white children, provided an excellent “nursery” for major sports such as rugby union and cricket, and the structures of privilege remain. As a lecturer involved in the professional preparation of teachers informed me, “a form of physical education and sport is alive and well at many of the former white and coloured schools”. However, in the vast majority of schools for black and coloured pupils there is a distinct lack of facilities, and physical education is not part of the curriculum (Fredericks, 1996).

In order to address this issue, the United Schools Sports Association of South Africa (USSASA) was founded in 1993 to install sport structures in schools without them, and to identify and nurture talented athletes. However, personal observation suggests that schools in townships are still being built without indoor sports facilities, and at best there might be a space for a football field and occasionally a netball court. As a lecturer informed me,

despite all these major changes in the status and character of physical education, very little has changed in the former black schools, although many organisations are offering physical activities in the townships. So a lot is happening and yet not much has changed regarding the status and presence of physical education in schools. It has very little to do with whether you are a boy or girl, it has everything to do with which school you are at. Those locked into the cycle of poverty will continue to attend schools closer to their homes, and for them little has changed, classes are still huge (between 60-80), and the physical education period will be sacrificed for Mathsor Science. The status and presence of physical education is also linked to whether the school chooses to employ someone for that position.

There is still inequality of opportunity in sports participation between Whites and non-Whites, and males and females in South Africa. Roberts (1995) cited in Hargreaves (2000, p. 200), for example, maintains that South African sport is “gender biased, male dominated and sexist”. She supports this assertion by saying that most leadership positions are held by men at national, regional and local levels. The Sports Minister is a man and the NSC is mainly controlled by men. The general absence of women in decision-making positions reflects deep-seated power imbalances between men and women in South African sport. As Burnett (2001, p. 7) notes,

women’s under-representation as athletes and decision makers in national teams and national Sports Federations is mirrored by their absence in sports development projects (the United Kingdom-South Africa Sports Initiative), and their marginalisation as presenters of sports development in schools (Protea Sports Programme) despite individuals perceptions of personal empowerment.

There was the potential to radicalise the gendered nature of sport, but it was not easy as funds from the NSC are limited, and co-ordinating a gender policy throughout the country was complex and difficult. Hargreaves (1997, p. 199) feels that the opportunity to radicalise gender relations and attitudes in South Africa has, in part, been lost, and that now, “Westernised gender relations of power are firmly established”. Further, the legacy of apartheid limits the opportunities for many Blacks to participate in sport, and in particular it deprives township women of sports infrastructures, so that they remain under-privileged and under-resourced. As Burnett (2001, p. 7) further notes,

legislation and policy cannot eradicate deeply rooted discriminatory practices and male hegemonic strongholds, yet the government and women’s groups can do much to politicise women’s sports and to transform sports culture and society to become proactive in placing women and physical culture (including sport and recreation) on the agenda for change.

The focus on gender in sport is a fairly recent occurrence. For example, the Women and Sports South Africa structures (WASSA) were only established in 1997; the National Advisory Council for Women and Sport was finalised in November 1997. These national sports structures for women have now been defined and the government has committed itself to support women’s equality with men in sport and recreation. The issue of under-representation of women in international sports events is also being addressed. In 1997, workshops were held in every province, culminating in the Minister of Sport and Recreation, Mr Steve Tshwete, launching the Women and Sport South Africa (WASSA) National Steering Council. This Council reports to the minister to ensure greater gender equity in sport, and recreation. A former member of WASSA informed me that it was comprised of volunteers who acted in an advisory capacity, initiated projects, co-ordinated projects and distributed information. However, she went on to say, “WASSA hardly functions now as many of the original members have ceased to continue and replacements have not been forthcoming”.

At the moment the reality is that women are under-represented in sport, and black women are the least involved at all levels of the sports system (Jones, 1998b). As I was informed,

no doubt more women are participating, no doubt more women are aware of their right to participate, no doubt more women are involved in organised sport, and more women are involved in decision making. Women have gained a lot, but they have also lost too much, and should have held on to what they have gained. We need two women on every committee, now there is usually just one, and one can be manipulated to adopt a male opinion. 

Conclusion

Apartheid policies divided the nation, and in relation to sport this resulted in the majority of the population being deprived of opportunities and access to facilities. The size of the task to eradicate these disparities was immense, and consequently it was inevitable that there would be problems. The NSC has attempted to confront the issues, and despite economic problems is attempting to promote equality of opportunity in sport. The NSC and its affiliates have held two “Vision for Sport” conferences which have attempted to address the issues and propose possible solutions for the future of South African sport. But more needs to be done. For example, important initiatives have been implemented at the Gender Equity Unit at the University of the Western Cape; a Women’s Studies Winter School has been organised, and a report entitled “Moving towards Gender Equity in Sport and Other Physical Activities” has been published (Jones, 1998b; Ravele, 1996).

Internal power problems between organisations still need to be resolved for South African sport to develop. For example, there have been differences of opinion between the major sporting bodies, such as NSC and the NOCSA, since their establishment. A major disagreement was caused by the “war of words” that ensued over which body should take control of the management of the 1998 Commonwealth Games team to Kuala Lumpur (Smit, 1994). Both bodies claimed the right, and the situation was only resolved with intervention from the Minister of Sport, who announced that a new independent Commonwealth Games Committee would be formed. Further, the Minister announced that a new single body to administer sport was to be established which would streamline the present system, thus allowing NOCSA to concentrate on elite participation and Olympic-related matters, and the NSC to administer sport at the grassroots level.

The question as to whether “sport for all” can be a reality is one that remains unanswered. There is little doubt that steps are being taken to redress the inequalities created by apartheid, but it is doubtful if the development of sport can be a major priority for the South African government at the present time. There may also be political consequences following Nelson Mandela’s retirement from office in 1999, which will affect the development of sport. Mandela has been a unifying figure during the transformation process and his influence has been immense. While it is not within the parameters of this paper to elaborate on the political implications of his retirement, it has been suggested that South Africa is in for a long period of single party domination (Welsh, 1996). With South Africa’s political future uncertain, it is perhaps premature to make predictions or assumptions regarding the development of sport.

We do know that facilities are improving; programmes have been set in motion, and the nation has made an impact on the international stage in many sports. Taking into account the years of isolation, it is easy to be pessimistic about whether “sport for all” can become a reality for the majority of South Africans when it is analysed within the broader socio-economic and political framework. But we do know that already there have been some remarkable achievements. Concerted efforts are constantly being made in an attempt to make sport accessible to the majority. Yet the reality is that it could be many years before this is achieved, and for a South African team to truly reflect its “rainbow nation”.

  1. A.N.C. (1992, November 21). ANC policy guidelines for a Democratic South Africa.
  2. Archer, R. & Boullion, A. (1982). The South African Games. London: Zed Press.
  3. Booth, D. (1995). United hegemony in South Africa. International Journal of History of Sport, 12 (3), pp. 105-124.
  4. Booth, D. (1998). The race game: Sport, and politics in South Africa. London: Frank Cass.
  5. Burnett, C. (2001). Athnea nikewas geen Suid-Afrikaanse godin nie: Die mite en realiteit van geslagsgelyke Sport. South African Journal for Research in Sport, Physical Education and Recreation, 23, p. 7-23.
  6. Craig, P. G. & Rees, C. R. (1994). The springbok trials: Some critical reflections on South Africa’s games. In R. Wilcox (Ed.), Sport in the global village (pp. 197-213). Morganstown: Fitness Technology.
  7. Coghlan, J. (1990). Sport and British politics since 1960. London: Falmer Press.
  8. Department of Sport and Recreation, (1995). Getting the nation to play. Pretoria: DSF.
  9. Du Preez, R. (1996, March 31). A marvellous symbol of speed and agility and guts. The Times. p. 23.
  10. Editor, (1996, October 12). The Economist. p. 3.
  11. Editor, (2002, Febuary 22). Cape Argos. p. 16.
  12. Fredericks, G. (1996, November). Schools – the cradle of sport. Paper presented at the Vision of Sport Conference, Johannesburg, South Africa.
  13. Hargreaves, J. (1997). Women’s sport development and cultural diversity: The South African experience. Women’s Studies International Forum, 20 (2), 191-209.
  14. Hargreaves, J. (2000). Heroines of sport. London: Routedge.
  15. Hendricks, D. (1996, November). A critical perspective of progress in respect of accessibility and representivity at all levels of participation. Paper presented at the Vision of Sport Conference, Johannesburg, South Africa.
  16. Jarvie, G. (1985). Race and sport in South Africa’s political economy. London: Routledge & Keegan Paul.
  17. Jones, D. (1998a). Gender equality in sport and recreation: Defining equal opportunities. African Journal for Physical Education, Health Education, Recreation and Dance, 4 (2), 89-99.
  18. Jones, D. (1998b, January 16). Negotiating autonomy for women in sport. Paper presented at the Conference on Sport and Development Aid. University of Utrecht.
  19. Katzenellenbogen, E. H. (1996, November). Physical education and sport: Heralding a new era. Paper presented at the Vision for Sport Conference, Johannesburg, South Africa.
  20. Miller, D. (1992, January 1). The Times, p. 35.
  21. Miller, D. (1995, June 17). Face of South Africa carries with pride the hopes of the nation. The Times. p. 35.
  22. Morris M. & Hindson, D. (1992). South Africa: Political reform and reconstruction. Review of African Political Economy, 53, 52-62.
  23. Nauright, J. (1996). A Besieged tribe? Nostalgia, white cultural identity and the role of rugby in a changing South Africa. International Review for the Sociology of Sport, 31, 69-85.
  24. Nauright, J. (1997). Sport, cultures and identities in South Africa. Leicester: Leicester University Press.
  25. Nqwenya, Q. (1993, November). Protea sport: An overview. Paper presented at the Vision for Sport Conference. Johannesburg, South Africa.
  26. N.S.C. (1993, November). Academies of sport in South Africa: A discussion paper. Paper presented at the Vision for Sport Conference. Johannesburg, South Africa.
  27. Ravele, N. (1999). Women and sport South Africa (WASSA). The Women Sport International Newsletter, 6.
  28. Retief, D. (1996, March 31). The Times, p. 23.
  29. Roberts, C. (1991). Reconstruction of South African sport: From sports activism to post-apartheid policy planning and implementation. Cape Town: Township Publishing Co.
  30. Skosana, P. (1996, November). The role of provincial government. Paper presented at the Vision for Sport Conference, Johannesburg, South Africa.
  31. Stoflie, M. A. (1996, November). The RDP and sport. Paper presented at the Vision for Sport Conference, Johannesburg, South Africa.
  32. Smit, M. (1994, December 4). Olympic boss Ramsamy adament over quitting NSC. Business Day. Retrieved from http://www.bday.co.za/96/1204/sport/s2.
  33. Tyamzashe, M. (1993, November). The case for sport. Paper presented at the Vision for Sport Conference, Johannesburg, South Africa.
  34. Welsh, D. (1996). Testing time for the ANC government. Pretoria: Department of Public Relations.
2016-10-12T14:48:21-05:00September 8th, 2005|Contemporary Sports Issues, Sports Facilities, Sports Management, Sports Studies and Sports Psychology, Women and Sports|Comments Off on Race, Gender and Sport in Post-Apartheid South Africa
Go to Top