Boys in the Booth: The Impact of Announcer Gender on Audience Demand
Journal of Sports Economics, 2020, vol. 21, issue 6, 610-627
This study provides an experiment to examine whether announcer gender impacts audience demand. With special attention to literature detailing the role of women in sports, sports economics, as well as uses and gratifications theory, this study provides an experiment wherein participants watched a sporting event announced by a man or a woman. Afterward, the participants responded to questions regarding their attitudes toward the sporting event they watched. Overall, the male announcer engendered greater feelings of enjoyment and lower feelings of cognitive load than the female announcer. Feelings of autonomy and hostile sexism also played a significant role in mediating the relationship between independent and dependent variables. This study is diagnostic such that it provides empirical evidence that women will have a more difficult time succeeding in this labor market. Also, this study provides noteworthy areas for content producers to focus on in order to increase demand for a product.
Keywords: sports; demand; labor market; broadcast; gender; enjoyment (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:sae:jospec:v:21:y:2020:i:6:p:610-627
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