What Is Sports Consumption In Sports

Discussions aforementioned demonstrated that both sex consumption and sports consumption were highly male-gendered in the past. Recent researches (e.g. Firat, 1994; Fausto-Sterling; McGinnis et at, 2003) illustrate that it is progressively blurreed and difficult to draw boundaries between male and female in the consumer culture. Firat (1994) asserted that it is getting difficult to conclude on the behavioural notion on gender, being feminine or masculine (Firat, 1994). Study of Risman (1994) denotes that gender (masculinity or femininity) influence diminishes in modern social structure (McGinnis et at, 2003). Consequently, consumer culture on sex and sports consumptions is less gendered phenomenon in the modern era.

There are several reasons

Coincide with McPherson (1975)’s notion, sports consumption is a ‘necessary food for conversation’. In addition, studies of Dotson and Hyatt (1997) discover that women achieve improved personal interaction and closer bound with their families through sports consumption. Women are prone to share common interests with their significant males like husbands and sons. The sports consumptions provide women opportunities to engage in male’s culture, activities and celebration (Dotson and Hyatt, 1997). Research (e.g. Giltoy, 1989; McGinnis et al, 2003; McDermott, 2000) findings further denote that women’s consumption on sports and sporting events empowering them confidence to challenge society’s stereotypes and gendered roles. According to McGinnis et al (2003), women engaged in organised sports (e.g. football) are empowered having more fun, improved muscular bodily figures and health, whereas women participating in recreational sports (e.g. aerobics) achieve to obtain sustained socially desired physical images like fitness and tanned body (McGinnis et al, 2003). This belief in social ritual and empowerment gradually enable consumption on sport and sporting events less gendered phenomenon in the modern epoch. Yet, researchers (e.g. Dotson and Hyatt, 1997; King, 2002; Pope, 2010) disclose that there are differences

Regarding sex consumption, the biological and patriarchy perspectives clarified that men were naturally more sexual urges and sought for absolute power over women. Therefore, sex consumption was defined as highly catered to fulfil men’s needs and a means to prevent familial and societal disruption, though this statement had been objected by female bodies. Through sex consumption, men could regain and reinforce their masculinity and social status which might be unattainable in the outside real world. In respect of consumption of sport and sporting events, sports had historically reinforced, defined and discriminated as male activities. Women were discouraged or excluded from sporting events and relative consumption with supportive professional comments: sport was biologically harmful to reproductive abilities of females. In fact, increased female participation in sports is possibly a social threat on man’s masculinity; men are highly cherished to sports engagement in constructing their manliness, masculinities and solidarity with other males. In recent decades, the boundaries identifying male and female consumption culture and attitudes are progressively blurred in response to female roles in economic development and societal transformation. Lately, females are open to more employment and education opportunities. Many of them attain high education and