Media Consumption and the Contexts of Physical Culture: Methodological Reflections on a “Third Generation” Study of Media Audiences

Abstract

In this paper we argue that sport media research would be enhanced by: (a) engagement with the audience research tradition, including “third generation” audience studies that emphasize relationships between viewer interpretations of media and everyday social practices; and (b) the adoption of multimethod research approaches that are sensitive to contradictions and complexities that exist in media consumption. To support this argument, we reflect on the benefits of a multimethod research design used in a recent audience study conducted by the authors on youth interpretations of media and performances of masculinity in physical education (Millington & Wilson, in press). These benefits include: enriching researcher understandings of social/cultural contexts; illuminating social hierarchies; and revealing lived contradictions. We conclude with reflections on epistemological issues and suggestions for future audience projects.

“Permission to Speak”: A Postcolonial View on Racialized Bodies and PE in the Current Context of Globalization

“…While young people respond to and negotiate images in different ways, by subverting and/or supporting hegemonic race and gender ideologies (Millington & Wilson, 2010), they insert themselves in the media's sociocultural space to construct personal identities that reflect their hopes, desires, and expectations for the future (Bruce & Saunders, 2005). When ethnic-minority young people insert themselves into the media's landscape of fitness and health, however, and the media imposes on them images of fitness and health that are White, they have no position available to occupy but a White one.…”

“…In other words, the media tells ethnic-minority young people that their bodies are not valued bodies. In the media, valued bodies are constructed as high-status bodies that can perform specific perfection codes-slim, muscular, fit-that mirror Western White ideals of body sizes and shapes (Azzarito, 2009a) and match new ideals of fit, productive, and efficient future "global citizens" (Millington & Wilson, 2010). The body-at-risk discourse perpetuates an image of ethnic-minority young people as bodies that are not valued and are inferior to the White social norm and thus fails to recognize differences of social class, religion, disability, geography, etc.…”

“…As Bruce and Saunders (2005) stated, "Research has identified the media as an increasingly central resource for young people as they develop their identities" (p. 51), presenting a "consistent set of conservative messages" about the body and delivering cultural values, beliefs, and attitudes that are racialized, gendered, and classist. Media messages have a real impact on young people's everyday experiences of physical culture (Millington & Wilson, 2010) and shape their identity construction. In addition, Ferber (2007) noted how the media is one of the most powerful institutions where racial (and gendered) differences are produced, put on stage, and naturalized.…”

“Fit for Everything”

“…31 -32). Yet despite the prevalence of sporting women today, little research addresses the interaction between contemporary commercial discourses about female athletic participation and consumer readings (Lynn, Hardin & Walsdorf 2004;Millington & Wilson 2010). Noting this lack, Millington and Wilson call for sports-related research that attends to "the activities and interpretations of audiences themselves" (2010, p. 31).…”

Revitalizing the Physical Education Social-Justice Agenda in the Global Era: Where Do We Go From Here?

“…Throughout globalized society, young people are mass consumers of corporatized media (Bruce & Saunders, 2005;Fisette & Walton, 2013Gard, Hickey-Moodey, & Enright, 2013;Millington & Wilson, 2010a, 2010b, and this relationship is supported by the media triad of producer/product/consumer often used in literary studies and physical culture (Mcdonald & Birrell, 1999;Walton 2005). Although young people are most often the consumers of media and mediated products, they can also be the products (Burrows, 2005) or the producers Walton, 2013, 2014).…”