Åpne denne publikasjonen i ny fane eller vindu >>2023 (engelsk)Inngår i: International Journal of Sport Communication, ISSN 1936-3915, E-ISSN 1936-3907, Vol. 6, nr 2, s. 178-186Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]
In contemporary society, visual information is influential, not least when businesses are communicating with potential customers. It represents and influences how people understand phenomena. In sports, much attention is directed toward how media represent elite sports and sport stars. Less attention is directed toward children's sports. The aim of this article is to explore and analyze visual representations of children on sport businesses' websites. The sample contained 697 images of sporting children, on which an interpretative content and discourse analysis was conducted. The study shows that the ideal customer emerging on these sites is a White, physically active, able, and slim boy or girl. Consumer culture seems to reproduce and preserve existing normative frameworks rather than producing alternative norms and ideas in children's sport. Moreover, dilemmatic images of children both as competent and as innocent develop, displaying a childhood that should be both joyful and active but also safeguarded.
sted, utgiver, år, opplag, sider
Human Kinetics, 2023
Emneord
symbolic persons; gender; Whiteness; values; norms
HSV kategori
Forskningsprogram
Samhällsvetenskap/Humaniora
Identifikatorer
urn:nbn:se:gih:diva-7150 (URN)10.1123/ijsc.2022-0202 (DOI)000942573400001 ()
Merknad
At the time of Jesper Karlsson's dissertation this article was a submitted and revised manuscript.
2022-10-142022-10-142023-06-26bibliografisk kontrollert