The Effect of Sport Commentator Framing on Viewer Attitudes

The Effect of Sport Commentator Framing on Viewer Attitudes An experimental analysis was conducted to determine the effects of involvement, commentator framing, and gender on viewer attitudes toward female athletes. The sample was comprised of 112 students at a mid-western university in the United States. Hypotheses and research questions were tested through a 2 × 3 multivariate analysis of covariance (MANCOVA). Results indicated the overall MANCOVA was significant. Involvement was positively related to viewer attitudes’ towards the dependent variables and explained 27.8% of the variance. Gender explained 39.3% of the variance in attitudes as male viewers had significantly lower mean scores on all dependent variables. Male viewers had significantly lower scores than female viewers in the positive framing condition; the interaction explained 8% of the variance in viewers’ perceptions of respectability of female athletes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

The Effect of Sport Commentator Framing on Viewer Attitudes

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Publisher
Springer Journals
Copyright
Copyright © 2007 by Springer Science+Business Media, LLC
Subject
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
ISSN
0360-0025
eISSN
1573-2762
D.O.I.
10.1007/s11199-007-9344-8
Publisher site
See Article on Publisher Site

Abstract

An experimental analysis was conducted to determine the effects of involvement, commentator framing, and gender on viewer attitudes toward female athletes. The sample was comprised of 112 students at a mid-western university in the United States. Hypotheses and research questions were tested through a 2 × 3 multivariate analysis of covariance (MANCOVA). Results indicated the overall MANCOVA was significant. Involvement was positively related to viewer attitudes’ towards the dependent variables and explained 27.8% of the variance. Gender explained 39.3% of the variance in attitudes as male viewers had significantly lower mean scores on all dependent variables. Male viewers had significantly lower scores than female viewers in the positive framing condition; the interaction explained 8% of the variance in viewers’ perceptions of respectability of female athletes.

Journal

Sex RolesSpringer Journals

Published: Oct 24, 2007

References

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