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Serving, Informing, and Inspiring Today's Serving, informing, and inspiring today’s female athlete and fan postfeminist, neoliberal discourse: A critical media analysis of espnW A Dissertation SUBMITTED TO THE FACULTY OF UNIVERSITY OF MINNESOTA BY Sarah Marie Wolter IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY Adviser: Mary Vavrus, Ph.D. October 2012 © Sarah Wolter 2012 i Acknowledgements Writing a dissertation in one year with two children at home, one of whom arrived four weeks early four months before my defense date, is not accomplished alone. First, I am grateful for the guidance my adviser, Mary Vavrus, offered both for this dissertation and on other social/political issues surrounding media. If I can be half the adviser to my future students that Mary has been to me, I will consider my career a success. I am also honored that committee members Laurie Ouellette, Jo Ann Buysse, Karlyn Kohrs Campbell, and Ed Schiappa took the time to offer valuable insight during the planning stages and during the writing process of my dissertation. Second, I am grateful for friends like Leila Brammer, my undergraduate advisor at Gustavus and still my most trusted mentor in Communication Studies; and my writing group, Melody Hoffman, Dana Schowalter, and Raechel Tiffe, for offering suggestions on drafts and general support to maintain my sanity throughout the entire project. Strong feminists like these encourage me to keep critically analyzing media so I can advocate for female athletes to be taken seriously as athletes. Third, I am thankful for the support and time my parents, Ron and Sue Wolter, and my in-laws, Tom and Carmen Kane, offered me throughout the dissertation-writing process. All of these individuals took time off work to help with child care and have always encouraged me to pursue my goals, even if it means sacrifice on their parts. Last but certainly not least, I am grateful to Blake Kane, a most supportive partner who took on more than his fair share of parenting our children during my entire doctoral program. He also shared much of the stress that goes along with finishing a dissertation, and I am forever appreciative of his commitment to our partnership. ii Abstract ESPN, Inc. uses espnW to shape discourse about female athletes as postfeminist and neoliberal subjects in the context of further normalizing sport as a masculine institution. Language in espnW articles is a principle activity by which this ideology is circulated and reproduced. Ideology fuels hegemonic conceptions of sport that benefit dominant groups such as corporations, sports media organizations, and sports leagues affiliated with ESPN, Inc. Discourse influences how individuals in our culture think about, behave towards, and support/do not support women’s sports, so discourse contributes to female athletes and female fans as marginalized. iii Table of Contents LIST OF TABLES………………………………………………………………………...v CHAPTER 1: INTRODUCTION…………………………………………………………1 CHAPTER 2: METHODOLOGY……………………………………………………….29 CHAPTER 3: DIVERGENT DIALOGUES, ADDITIVE CONTENT, AND SELF-AS- PROJECT MENTALITIES………………………...…........................................69 CHAPTER 4: DIRECT CONFRONTATION OF ISSUES OF GENDER IN SPORT……………………………………………………………….………....113 CHAPTER 5: POLITICAL ECONOMY ANALYSIS OF ESPNW..………………….166 CHAPTER 6: CONCLUSION…………..……………………………………………..192 REFERENCES…………………………………………………………………………207 APPENDIX A…………………………………………………………………………..225 APPENDIX B…………………………………………………………………………..254 APPENDIX C ………………………………………………………………………….255 APPENDIX D…………………………………………………………………………..256 APPENDIX E…………………………………………………………………………..261 APPENDIX F…………………………………………………………………………..264 APPENDIX G…………………………………………………………………………..265 APPENDIX H…………………………………………………………………………..270 APPENDIX I…………………………………………………………………………...271 APPENDIX J…………………………………………………………………………...276 APPENDIX K…………………………………………………………………………..278 iv APPENDIX L…..………………………………………………………………………281 APPENDIX M………………………………………………………………………….282 APPENDIX N…………………………………………………………………………..283 v List of Tables TABLE 1 Nationwide Trends in Sports Fandom………………………………………….10 TABLE 2 Number of days coded by month……………………………………………….37 TABLE 3 Percentage of fans who attend games by income (2011 statistics) – both men and women – for the top five most popular sports reported on in espnW articles….105 TABLE 4 Percentage of television viewers by income (2011 statistics) – both men and women– for the top five most popular sports reported on in espnW articles…..106 TABLE 5 Percentage of fans who view games with electronic devices (computer/laptop/netbook, tablet, smartphone) by income (2011 statistics) – both men and women– for the top five most popular sports reported on in espnW articles…..............................................................................................................106 1 Introduction As a child/adolescent who directly benefitted from Title IX, I did not think twice about the opportunities afforded to me to participate in sports, a situation different than my mother, whose only sports opportunity in junior high school was the Girls Recreation Association. I enrolled in leagues for almost every sport at least once and enjoyed a successful career in golf at the high school and collegiate level. Along the way, media outlets such as Sports Illustrated for Kids and Golf Digest offered me supplementary information to take my game to the next level or to provide a perspective on how professional athletes in various sports trained. As an adult, I continue to consult magazines and websites on how to improve my golf game and enjoy reading behind-the- scenes information about my favorite professional athletes. Therefore, a couple years ago, when a professor in my graduate program suggested I check out espnW, ESPN’s first digital product suite geared toward female fans and female athletes, I was eager to see what the largest sports media organization in the world had to offer women. This dissertation is a compilation of my analysis. espnW espnW is the first business subsidiary of ESPN marketed specifically to female athletes and fans, purporting its mission is “to serve, inform and inspire today’s female athlete and fan” (Lynch, April 25, 2011, ¶16). Launched as a blog in December 2010 and converted to a website in April 2011, espnW features articles, blogs, videos, and statistics on both men’s and women’s professional and alternative sports as well as training tips designed specifically for female athletes from professional athletes, trainers, and “experts.” The site is designed as a “digital product suite,” which includes pc web, 2 mobile web, and social media (Facebook, Twitter) because “it’s really indicative of the audience, the fact that women tend to share more online, comment more online, to be more active in social environments” [Laura Gentile, Vice President of espnW, (video file) in Lynch, April 25, 2011], with no immediate plans to convert to a television presence (Lynch, April 25, 2011). Founding partners include Nike, Gatorade, Proctor & Gamble (specifically Venus razors and Secret deodorant), and the Women’s Sports Foundation (the “official charity” of espnW). Nike and Gatorade provide content for espnW in the form of articles on training and articles on nutrition, respectively (Lynch, April 25, 2011). espnW was launched in June 2009 after three years of research on “girls’ and women’s experiences with sport and how we[it] can be added in and improve that experience” [Laura Gentile (video file) in Lynch, April 25, 2011]. ESPN researchers talked with 2,000 girls and 2,000 women via home visits, one-on-one interviews, and quantitative work and learned, “Women see us [ESPN] as an admirable brand that has authority. But they see us as their father’s brand, or husband’s brand, or boyfriend’s brand. They recognize it’s not theirs…these female sport fans feel that they have to prove that they’re a fan” (Kane & LaVoi, November 11, 2010, ¶11-12). ESPN research also showed that women consume media differently than men do, indicating storytelling as important as well as a “thirst to go a bit deeper with these superstars” (Thomas, October 15, 2010, ¶19). At its inception, negative reactions to espnW were most vocal from female sports bloggers, who indicated the site “smacked of condescension and segregation” (Thomas, October 15, 2010, ¶4) with one blogger asserting, “Women already have an ESPN. It’s called ESPN. The idea that women need a 'girlier' version of sport programming is 3 insulting” (DiCaro, October 1, 2010, ¶13-14). Similarly, Michael Messner, sport sociologist, notes, “Yes, it’s going to give women’s sports fans a place to go, but it might ultimately ghettoize women’s sports and kind of take ESPN off the hook in terms of actually covering them on its main broadcast” (Thomas, October 15, 2010, ¶11). My analysis shows that ESPN, Inc. uses espnW to shape discourse about female athletes as postfeminist and neoliberal subjects in the context of further normalizing sport as a masculine institution. Language in espnW articles is a principle activity by which this ideology is circulated and reproduced. Ideology fuels hegemonic conceptions of sport that benefit dominant groups such as corporations, sports media organizations, and sports leagues affiliated with ESPN, Inc. Discourse influences how individuals in our culture think about, behave towards, and support/do not support women’s sports, so discourse contributes to female athletes and female fans as marginalized. Rationale/Justification for Study Undertaking a dissertation-level project of espnW
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