The Gender Ideology of Sport Audience- Case of 20th Asia Woman Basketball Cup 2003 -

• Main Authors: Yu-Ting Hung, 黃郁婷
• Other Authors: Jhih-Yuan Hou
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/79377039240527972009

碩士 === 國立體育學院 === 體育研究所 === 93 === On the basis of reception analysis, the study applied with Feminism and gender ideology to explore the interpretation patterns and gender ideology of sport audience. Qualitative approach was employed, and the data were collected by in-depth interview. According to Hall(1973), there were three kinds of interpretation patterns in sport audience, including dominant, negotiated, and oppositional patterns. It was found that the audiences’ attitude toward sport media, awareness of gender ideology, and former sport experiences would affect their interpretation patterns. For gender ideology, gender stereotypes, gender division of labor, gender stratification, and gender discrimination were discussed. Firstly, there were four kinds of gender stereotypes, including mediated representations of gender stereotype, formation of typical gender characteristics, taking sport as a macho-cultivated approach, and reconstruction of female characteristics in sport. Secondly, there were three points of view on gender division of labor, including audience first philosophy, return to sport profession, and gossip diminishing. Thirdly, there were three points of view on gender stratification, including biased evaluation (male superiority) in sport, male points of view in media, and achievement attributions. Lastly, there were two myths in sexual discrimination, including beauty/body myth and gender interaction myth. It was concluded that under the theme “the achievement was evaluated by performance in male, while beauty in female” in mediated representation, although sport audience had active ability in interpretation, it was inevitably dominated by gender power structure in male superiority.