Respuesta :
A way that sports such as T-ball reinforce gender ideals in US children is that the boys typically receive more playing time than girls.
The sport sector functions as a site of health-promotion by encouraging and enabling individuals to invest in their health and giving them tools to do so. This investment is often initiated by, or altered by, role modeling, or seeing other individuals engaging in sport. This could include family or peers but could also include depictions of sport in popular media. Inclusive role-modeling could subsequently encourage more sport participation, thus expanding access to health benefits that arise from sport.
However, stereotypical depictions of sports role models could make sports seem like a more exclusive space and discourage participation. A recent case study of a prominent athletic brand and their advertising was done to examine the ways they expand or reify stereotypes of gender in sport. Through a qualitative content analysis of 131 commercials released by Nike in the past decade was explored that whether their stated goals of being a socially progressive company extend to genuinely diverse and inclusive portrayals of gender in their commercials.
Their results indicate that Nike commercials continue to treat sports as a predominantly and stereotypically masculine realm, therefore marginalizing athletes who are female, who do not fit traditional gender binaries, or who do not display traditionally masculine qualities. We also find that the bulk of athletes portrayed by Nike are those who adhere to gender stereotypes. The stereotyped role modeling of the sport sector portrayed in a majority of Nike commercials could dissuade already marginalized individuals from participating in the health-promoting behaviors available through sport.
As a result, the health benefits of sport participation may not be as broadly accessible as they could be. As brand activism becomes an increasingly common practice, further research is needed to explore how the adoption of this approach may be affecting sales and brand image, as well as how consumers are interpreting and reacting to companies who engage in this approach. If such brand activism could be employed to open up sport participation, and the associated health benefits, to a wider audience, a broader discussion of the moral components of corporate-related sports activities is needed.
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