Clicking around the dial: viewer choice of sports broadcasts

Abstract

ABSTRACT While major sporting mega-events have begun to feature equitable amounts of coverage, portrayals of male and female athletes can reinforce gender stereotypes about sports. It is important to examine viewer preferences for broadcasts featuring male and female athletes to determine if viewing choices reflect stereotypical sporting beliefs and behaviors. Drawing on gender schema theory and social dominance orientation, this study examines viewing behaviors during sports broadcasts that vary by the sex of the athlete and the perceived gender of the sport. Results show that viewers tend to spend more time watching sports broadcasts that reinforce rather that challenge existing stereotypes.