Academic journal article Research Quarterly for Exercise and Sport

Selling Girls Short: Advertising and Gender Images in Sports Illustrated for Kids. (Sociocultural Aspects of Physical Activity)

Academic journal article Research Quarterly for Exercise and Sport

Selling Girls Short: Advertising and Gender Images in Sports Illustrated for Kids. (Sociocultural Aspects of Physical Activity)

Article excerpt

Research indicates that perhaps media, not other factors much "closer to home," may be among the most powerful influences on children (Milkie, 1999; Smith, 1994). Sex role stereotypes are found in almost all types of editorial content (print or broadcast) and in the advertising that goes along with it. Advertisements are already considered an important cultural impact on society, and their influence on definitions of acceptable gendered behavior is difficult to overstate (Plous & Neptune, 1997). The purpose of this study was to ascertain how, if at all, advertising images in Sports Illustrated for Kids (SIK) changed following the 1996 Olympic Games, from late 1996 through 1999. Advertising photographs in 36 issues of SIK, from July 1996 to June 1999 were examined using content analysis methodology. A recording instrument was generated to analyze SIK advertising photographs. SPSS Statistical Package 9.0 was used to analyze the nominal data. Simple descriptive statistics, cross-tabs, and frequency distributions were used for determining the presence of an association between gender and the remaining variables. Findings from this content analysis of SIK advertising were comparable with those of Cuneen and Sidwell's (1998) analysis of SIK advertisement photographs. …

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