The International Working Group on Women and Sport (IWG) has officially announced the dates for the 5th IWG World Conference on Women and Sport. The conference will be held in Sydney, Australia May 20-23, 2010. A call for abstracts will be released July 2009. I’ll see you there!
“Marginalization of women and girls—one of humankind’s oldest problems”
Recently U.S. Secretary of State Hillary Clinton delivered the commencement speech at Barnard College, an all women’s college located in New York City. Her speech had many good points, but there are two excerpts in particular which inspired this blog. First, Clinton states, “Marginalization of women and girls goes on. It is one of humankind’s oldest problems.” Given the dialogue generated around my past blog (and at Women Talk Sports) pertaining to whether Twitter is good or bad for women’s sport and if sex sells women’s sport, Clinton’s remarks about the use of social media are particularly relevant.
In her speech Clinton challenges the women of Barnard, and all of us indirectly, to use social networking tools to better the lives of girls and women. Clinton says, “But now, it [news] is beamed worldwide by satellites, shared on blogs, posted on Twitter, celebrated in gatherings. Today, women are finding their voices, and those voices are being heard far beyond their own narrow circumstances. And here’s what each of you can do. You can visit the website of a nonprofit called Kiva, K-i-v-a, and send a microloan to an entrepreneur like Blanca, who wants to expand her small grocery store in Peru. You can send children’s books to a library in Namibia by purchasing items off an Amazon.com wish list. You can sit in your dorm room, or soon your new apartment, and use the web to plant trees across Africa through Wangari Maathai’s Green Belt movement.
And with these social networking tools that you use every day to tell people you’ve gone to get a latte or you’re going to be running late, you can unite your friends through Facebook to fight human trafficking or child marriage, like the two recent college graduates in Colombia – the country – who organized 14 million people into the largest anti-terrorism demonstration in history, doing as much damage to the FARC terrorist network in a few weeks than had been done in years of military action. (Applause.)
And you can organize through Twitter, like the undergraduates at Northwestern who launched a global fast to bring attention to Iran’s imprisonment of an American journalist. And we have two young women journalists right now in prison in North Korea, and you can get busy on the internet and let the North Koreans know that we find that absolutely unacceptable. (Applause.)
These new tools are available for everyone. They are democratizing diplomacy. So over the next year, we will be creating Virtual Student Foreign Service Internships to partner American students with our embassies abroad to conduct digital diplomacy. And you can learn more about this initiative on the State Department website.This is an opportunity for all of us to ask ourselves: What can I do?….no matter what you’re doing, you can be a citizen activist and a citizen diplomat.”
So while the jury is still out on whether social media is good or bad for women’s sport, how we might train female athletes to use it effectively, if female athletes can “have it all” (i.e., promoting sexy, feminine, yet strong athleticism) or if by doing so they are reproducing the same old gender stereotypes that undermine women’s athletics, or if sex truly does or does not sell women’s sport, we do know a few things.
Girls and women in sport, and unfortunately in many other contexts, continue to be marginalized. I invite everyone—women and men alike—who care deeply about sport and physical activity as a means for female empowerment and positive development, should reflect on Clinton’s remarks. How can we become “citizen diplomats” and use social media for the greater good of helping develop, grow and sustain women’s sports?
Note: As a related aside, when I was coaching Women’s Tennis at Wellesley College (’94-98), an all women’s college and the alma mater of both Secretary Clinton for former Secretary of State Madeleine Albright, the book store had a great t-shirt. On the front it said, “Wellesley trains women to be secretaries”…and on the back it said “Secretary of State”.
(photo credit to Secretary Clinton blog)
Sexism & Horse Racing: The Preakness
I’m watching the pre-race coverage of the Preakness horse race right now on NBC. I’ve been following the media coverage of this race all week. Drama and debate rage on “should fillies race with stallions” due to the recent success of filly Rachel Alexandra. What strikes me, is that nearly the same arguments arise when female athletes compete or encroach upon male sport…wait…I’m sorry horses are athletes (just look at ESPN’s Top 100 athletes of the century…where there are almost as many horses as female athletes).
Some, including RA’s former owner Harold McCormick, stated that “fillies should race with fillies, and stallions with stallions”. RA’s new owner Jess Jackson said today on NBC that “Champions should race with champions….the best should race against each other…and it isn’t a matter of female or male, she is a good horse.” Sport sociologists have pointed out that separating male and female athletes is arbitrary and serves to reinforce a gender binary that perpetuates male superiority, because if females are not allowed to compete with males, females can never beat males.
RA is bigger and weighs more than Mine That Bird who won the Kentucky Derby, but everyone is talking about how she is “at more risk for injury” (which is another reason why it is argued females should not compete with males, they are fragile and more susceptible for injury). But no commentators are saying that Mine That Bird should not race because he is smaller and weighs less.
Her new trainer just said that “she is a classy filly” and they have just been trying to keep her happy. Classy and happy? Would we say that about a male horse? (maybe we do, I don’t know horse racing well).
One commentator just said RA is a “man running against boys….she’s a freak!” and a former jockey commentator called her “a super filly” (when female athletes are really good and start beating males, they are often called “men” or labeled lesbian. Females are in essence regendered or classified as super-normal, to explain why they excel in sports). Only a “super” filly can beat a male horse! Well let’s see what happens!……
UPDATE: RACHEL ALEXANDRA WINS!!!!!!!!!!!!!!!!! THE FIRST FILLY TO WIN THE PREAKNESS SINCE 1924 and the first horse to win it from the #13 position! Perhaps she IS a super filly. Her jockey Calvin Borel just said, “She is the best horse he’s ever ridden”. (he didn’t say best female horse…best horse). We can only hope the post-race coverage is less sexist and echos that of Borel…she is a great horse. Period.
Selling Sex Does NOT Attract Men to Women’s Sport
I just saw a short video as a result of a Twitter from the WNBA. The power of social media at work for one “opt-in” follower! The video is by Mr. Alex Chambers, a self-proclaimed avid WNBA fan who also Twitters, and blogs. Yes, I said “Mr”!
I’m posting this because Mr. Chambers is a prime example of my previous point that sex does not sell women’s sport, it sells sex (not sport) to young men….and alienates and/or offends female sport fans. If women’s professional sport leagues want attract the coveted demographic–young male sport fans–they have to do a better job of selling athletic competence.
Notice in Mr. Chambers’ video, not once does he mention how attractive, sexy, feminine, or motherly the players are. He loves BASKETBALL and he loves the WNBA. 
I agree with him there are more male fans out there like him….and more that would likely become women’s sport fans if it was marketed differently or deemed “cool” and acceptable by males in general (like if Jack Black pictured here were at a Sparks game…I’m not sure if he is or isn’t at a WNBA game). Keep up the good work Alex Chambers…I can’t wait to hear more about your “journey” this summer. On similar note, the WNBA is about to fully release their new marketing campaign “Expect Great”. The title sounds promising!
Does Sex Sell Women’s Sport?
I’ve been wanting to write a blog about this topic for awhile and a recent interview given by my colleague and the Director of the Tucker Center for Research on Girls & Women in Sport Professor Mary Jo Kane on the Edge of Sports Radio with Dave Zirin provided me with a perfect opportunity!
In the interview with Zirin she discusses research, conducted with Heather Maxwell (Ph.D.), in which their findings refute the idea that sex sells women’s sports. Kane also discusses how the notion of “sex sells” is related to depictions of motherhood and female athletes—like the magazine covers of Sheryl Swoopes and Candace Parker pictured here, homophobia and Pat Griffin’s idea of The Glass Closet, and her thoughts on the Women’s Final Four sport media coverage. (Note: Motherhood and elite female athletes is a popular blog topic lately..see Maria Hardin’s blog and the Pretty Tough blog)
I also think Kane’s interview helps us think through why some female athletes feel it is important to “have it all” (i.e., be sexy, feminine, AND athletic)…which I’ve touched upon in a previous blog about social media.
The interview is less than 5 minutes and well worth your while to hear one of the leading experts on sport media, Title IX, gender, and women’s sports talk critically and share cutting edge research. In the end, as Zirin says, “Sex sells sex“. Sex does NOT sell women’s sports.
The “success” of Twitter in promoting women’s sports: ‘Show me the money!’
There seems to be much discussion over Twitter and how it might be “the answer” to successfully marketing and promoting women’s sports. Jayda Evans (Seattle Times columnist & Twitter-er) wrote about it, the Women’s Professional Soccer League is using it, and Megan Hueter, Co-founder of Women Talk Sports, has two recent blogs about the importance of social media for women’s sport (A recent blog is about Twitter and an earlier blog was about Facebook). I responded to Megan’s blog, and she responded back (scroll down on her blog about Facebook to see our exchange). I enjoyed this dialogue and have been thinking about this issue ever since.
I get that social media is a platform to market women’s sports in a saturated market, and it is accessible, current, relevant, provides athlete-generated content etc…I got it. I love social media, really I do, so this is not a critique of social media or those that love it, promote it, and live for it. I have a Blog (obviously), a Facebook page, am connected to colleagues through LinkedIn, and recently conquered my Twitter fascination. However, even with my love for social media I’m reluctant to make claims about the effectiveness of it in promoting female athletes and women’s sports. It is the researcher in me—I’m critical and skeptical until I see the proof (i.e., empirical data).
I have seen ZERO research that demonstrates if, and how, social media tangibly and effectively promotes and markets women’s sports. I queried one of our very smart graduate students who is immersed in this research, and she didn’t know of any either. We will stand corrected if it exists. Just because everyone is all atwitter about Twitter doesn’t mean it “works” or will “save” women’s sports.
Here is what we generally DO know about Twitter and sport:
1. Twitter exists and is rapidly growing in popularity
2. Some people, but not many (~5% of the population), are currently using Twitter
3. Some professional athletes are included in that 5%
4. Many professional sport leagues have a Twitter presence
Here is the $1,000,000 question: Has Twitter lead to an increase in—attendance, ticket sales, merchandise sales, sponsorships, media coverage in mainstream sport media, number of teams in women’s professional leagues, or any measurable interest in or consumption of women’s sports? Right now, Twitter is a good listening tool and provides a way to listen to brand champions of women’s sport (i.e., the core, loyal consumer). But other than that, show me the data. It might be doing some good, but has anyone thought about the flip side?…. that social media might not be good for female athletes or women’s sports? So how might Twitter and other social media (including those not invented yet) be “bad” you ask? Well here are a few things to ponder.
It is a well known fact that female athletes receive only 6-8% of coverage in traditional sport media. This statistic has remained consistent over the last 20 years, despite increases in girls and women participation in sport. When female athletes are covered in traditional sport media, they are often portrayed in ways that marginalize or minimize athletic competence and highlight sexy, hetero, feminine aspects of the female body or identity.
A perfect example of this is the March 23, 2009 ESPN magazine cover of pregnant WNBA Rookie of the Year Candace Parker in which the opening sentence discusses that Parker “…is beautiful. Breathtaking, really, with flawless skin, endless legs and a C cup…” If you want a thorough, and I think well done, sociological critique of this article read this blog which appears in Contexts. I did a little mini investigation after I saw the Parker cover and found: In five years (2004- March 2009) females athletes have appeared on 5 of 168 ESPN covers (3.6%…less than the average) and when they do….well see for yourself.
While social media is changing the role of sport journalists, sport media scholar Marie Hardin argues this is both good an bad. I add it is good if it changes coverage patterns of female athletes, but I would add it is bad if it becomes expected that female athletes have to be partially or largely responsible for promoting themselves as well-rounded “girls next door” through social media as a way to “save” their leagues or bolster their own “brand”. Why isn’t it just enough for Candace Parker to play basketball to the best of her abilities? The NBA doesn’t ask Kobe Bryant to be more than a great basketball player do they?
Could it be possible that social media, including Twitter, is just another means to replicate the ways in which traditional sport media marginalizes and sexualizes female athletes? Twitter’s existence does nothing to challenge the status quo or existing structural inequalities between men’s and women’s sports…especially since it is an “opt in” platform.
Another point to ponder: How are female athletes and professional leagues presenting themselves on Twitter? Stay tuned for results on cutting edge research two of our graduate students are just completing on this very question—this is cool stuff! In the meantime, I’ll give you one example that occurred on the 2009 WNBA draft day which caught my eye and highlights my previous point. I saved three (of many) Tweets written by draftees, the WNBA, and other attendees who were collectively discussing “how we look and what to wear” rather than “how we play” on Draft Day 2009. 
What everyone should do who cares about this issue and the cause of women’s sport, is think less about hyping social media and more about how social media can be used to create real social change and lead to sustainability (meaning…show me not only the data, but the $$$$) of women’s professional sport leagues…and more importantly, how can we prove and measure “success”?
The invisibility of female professional sports
This might seem insignificant to some, but it is another example of how female professional sports are erased. Last night I was at the Sugarland concert at the Target Center in Minneapolis, Minnesota. Near the end of the concert Sugarland played a cover of the Bon Jovi song “Who Says You Can’t Go Home” that Jennifer Nettles and Bon Jovi recorded together.
During this song on the giant screen behind the band they showed logos of all the local professional sport teams in Minnesota….except one. Any guesses which one was left out? If you guessed the WNBA franchise Minnesota Lynx—you would be correct. The Twins, Vikings, Wild, and Timberwolves were included and when each logo appeared, fans in the audience cheered loudly for their favorite team. What made this omission even more ironic was the fact the Sugarland concert was held in the Target Center where the Lynx (and Timberwolves) play!
I’m sure Sugarland and their producers didn’t intentionally leave out the Lynx, but it is an example of how womens’ sports get erased—telling the public what is valued and important, and what is not.
What do online biographies of NCAA coaches tell us?
I’m posting some information on a research project poster that a graduate student, myself and a colleague developed for the Sport, Sexuality, & Culture Symposium held March 18-20, 2009 at Ithaca College.
Examining Online Intercollegiate Head Coaches’ Biographies:
Reproducing or Challenging Heteronormativity and Heterosexism?
Pat Griffin and the It Takes a Team curriculum she helped develop has raised attention to the many ways that GLBT athletes and coaches experience prejudice and discrimination in overt and subtle ways. We were interested in analyzing heterosexism on university-sponsored athletics websites. Online biographies are a universal component of intercollegiate athletic websites and provide the public with an accessible “up close and personal” source of information about coaches and teams. This project extended work of sport media scholars who contend that coverage and framing of athletes and coaches present females in heteronormative ways in print (Fink & Kensicki, 2002; Kane & Buysse, 2005), broadcast (Billings, Halone & Denham, 2002) and new media (Jones, 2006; Maxwell, 2008).
Online biographies of NCAA Intercollegiate Head Coaches of the Big Ten Conference (N = 226) were examined for patterns of textual representations that reaffirm heterosexuality as the norm.
We found two interesting trends:
1. The pattern of underrepresentation of female coaches in the Big Ten was apparent.
2. A complete absence of diverse sexual orientations was reflected in biographical narratives.
To read more about the trends that emerged from the data, see all the results, or download the poster click here.
Marketing Sports: “Wine & Pampering” v. “Beer & Back Waxing”
So after posting my last blog “Are Women Sport Fans?” I had a couple conversations with colleagues about female sport fans and how we “market” sport to women which spurred some additional thoughts. As I mentioned previously, females comprise 53% of WNBA and one-third or more of all MLB, NBA, and NHL fans.
Have you ever wondered about the typical ways women are “enticed” to attend professional men’s sports(i.e., “wine & pamper yourself events” that also teach women the rules of the game? This assumes that women don’t attend sports purely because they love the game, know the rules, follow the stats, or are passionate about their favorite team and player(s). Women ARE sport fans…but we so seldom see them in the sport media it is assumed they don’t exist. It also assumes that women don’t know the rules of the game and therefore don’t attend for that reason. If women just KNEW the rules it would increase their likelihood of attending! Women have to be lured to attend sports through things society tells them that women like…manicures, being pampered, wine tasting, and hanging out with the girls.
So let’s apply similar logic to attracting male fans (the coveted sport demographic) to women’s professional leagues, for example the WPS or WNBA. Are parallel events like “beer & back waxing” days offered for men? Or days that teach men the rules of the game? No? If not, then it must be assumed that all men are already sport fans and KNOW the rules the game. But this hasn’t translated into increasing numbers of male fans….yet. What do you think is the most effective way to increase the number of male sport fans at womens’ sports?
Key point: one-third or more of sport fans are comprised of females….men’s and women’s sports NEED female fans to survive! What if that one-third of the female fan base stopped attending men’s sports? To ensure the survival of women’s pro leagues that many of us are passionate about, is not the sole responsibility of female fans. Men’s pro sports rely on both male and female sport fans for sustainability, the same applies for women’s pro sports.
I still believe we haven’t gotten it right….yet. What does effective sport marketing to females look like? What does effective marketing of women’s sport look like? To get us started in answering these questions I think back to the May 26, 2006 and an October 9, 2006 Sport Business Journal articles written by a former colleague.
Are Women Sport Fans?
Today I was giving a talk at a local Rotary Club, which I enjoyed very much. It’s fun to talk about my work and (try to) translate it into interesting information for those outside academia. The questions I get are varied and always thought provoking.
The talk pertained to how to develop physically active girls and mentioned the importance of increasing the number of female coaches in youth sport—which is less than ~20%. One attendee asked me if we are to increase the number of female coaches aren’t we assuming that women WANT to coach and like sports enough TO coach? (this is the stuff of another blog…stay tuned). He wondered if I knew of any data about the percentage of females who “support” and attend sport events. I didn’t know off the top of my head, so I looked it up (See Table).
The answer to his question is “Yes!” women do consume, attend and support sports. Not in equal numbers as do men, but in higher numbers than I think is normally assumed. Notably, females attend the WNBA most frequently and one-third of fans at NFL and NBA games are women. Given recent attention to women’s basketball and the viability and sustainability of the WNBA, those in charge of marketing the WNBA should pay attention to the fact that half of their fan base are women. (I’m sure they are well aware of this fact and then some) But the $1,000,000 question is—How do you market to female sport consumers effectively? I don’t think we’ve got this formula quite right… yet. But I think one reason links back to the question posed to me this morning. I think far too often it is assumed that females aren’t as interested in sports as are men. I also think it is assumed the strategies used to market to sport-loving men, will work with sport-loving women. I hope for the sake of the new WPS and the WNBA that someone who knows a lot more about sport marketing can help us get it right.
One Sport Voice 