Matching Items (8)
Filtering by
- Creators: Eaton, John
- Creators: Baldwin, Macy Jeanette
Description
Overt forms of sexism have become less frequent (Swim Hyers, Cohen & Ferguson, 2001; Sue & Capodilupo, 2008). Nonetheless, scholars contend that sexism is still pervasive but often manifests as female microaggressions, which have been defined as often subtle, covert forms of gender discrimination (Capodilupo et al., 2010). Extant sexism scales fail to capture female microaggresions, limiting understanding of the correlates and consequences of women’s experiences of gender discrimination. Thus, the purpose of the current study was to develop the Female Microaggressions Scale (FeMS) based on an existing theoretical taxonomy and content analysis of social media data, which identifies diverse forms of sexism. Two separate studies were conducted for exploratory factor analysis (N = 582) and confirmatory factor analysis (N = 325). Exploratory factor analyses supported an eight-factor, correlated structure and confirmatory factor analyses supported a bifactor model, with eight specific factors and one general FeMS factor. Overall, reliability and validity of the FeMS (general FeMS and subscales) were mostly supported in the two present samples of diverse women. The FeMS’ subscales and body surveillance were significantly positively correlated. Results regarding correlations between the FeMS subscales and anxiety, depression, and life satisfaction were mixed. The FeMS (general FeMS) was significantly positively correlated with anxiety, body surveillance, and another measure of sexism but not depression or life satisfaction. Furthermore, the FeMS (general FeMS) explained variance in anxiety and body surveillance (but not depression, self-esteem, or life satisfaction) above and beyond that explained by an existing sexism measure and explained variance in anxiety and depression (but not self-esteem) above and beyond that explained by neuroticism. Implications for future research are discussed.
ContributorsMiyake, Elisa (Author) / Tran, Giac-Thao Thanh (Thesis advisor) / Bernsten, Bianca (Committee member) / Tracey, Terence (Committee member) / Arizona State University (Publisher)
Created2018
Description
The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in part to the integration of "cultural recognition" initiatives and the overall message of inclusivity on the part of NBA franchises, with their respective promotions and advertisements such as television, social media, radio, etc. Heritage Nights, such as "Noche Latina," among other variants in the NBA, typically feature culturally influenced changes to team logos, giveaways, and other consumer offerings. In markets where Hispanics make up a significant percentage of the fan-base, such as Phoenix, NBA franchises such as the Phoenix Suns must ascertain the financial or perceptual impacts, associated with risks of stereotyping, offending or otherwise unintentionally alienating different categories of fans. To this end, data was collected from the local NBA franchises' fanbase, specifically Phoenix Suns season-ticket holders, and was statistically checked for significant relationships between both categories of fans and several different variables. This analysis found that only $192K in revenue is being missed through the investment of Heritage Nights, and that fan perceptions of stereotypical or offensive giveaways and practices have no significant effect on game or event attendance, despite the stereotypes toward giveaways and practices still being present. Implications of this study provide possible next steps for the Suns and continue to widen the scope of demographical sports marketing both in professional basketball and beyond.
ContributorsGibbens, Patrick Alexander (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Supply Chain Management (Contributor) / School of Music (Contributor) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Early in the development of American's interest in athletics there has been a conditioning of the mind toward promoting and rewarding male athletes, while ignoring and undercutting female athletes. There is substantial evidence of the existence of monetary and promotional time given to male athletes and very little support given to their female counterparts. The gender pay gap in professional sports is a culmination of gender discrimination within the entire sports realm. It appears to start at the high school level, continue on into the collegiate sector, and is finally magnified in the professional arena. In high school, male sport's programs are given preference to game and practice times, locations, as well as promotions. In college, male athletic programs are advertised and highlighted as being the premier events to go to. This is also seen in college bookstores with the dominating male event merchandise for sale. In the professional arena, the astronomical value of male athletes' salaries, which go into the multi-millions, makes the gender pay gap glaring. These discrepancies between men and women at each level of sport are in part caused by the underlying informal systems or societal norms and values currently present and encouraged in American culture and communities. These informal systems are often countered by formal systems, such as Title IX. Change cannot truly take place until the two systems are aligned. Thankfully, society today seems to be headed in a more equitable direction; therefore, promoting hope and promise for a more equal future between male and female athletes and their programs.
ContributorsBaldwin, Macy Jeanette (Author) / Goegan, Brian (Thesis director) / Eaton, John (Committee member) / School of Accountancy (Contributor) / WPC Graduate Programs (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
The National Basketball Association is the world's most recognized professional basketball league. Athletes such as Kobe Bryant and Lebron James have transcended from being high school standouts to global icons, but their careers might not have panned out the same way if they weren't allowed to declare for the draft immediately upon graduating high school. In 2005, the NBA and the NBA Players Association agreed to implement an age limit for athletes declaring for the NBA Draft. Although this was supposed to reduce the quantity of younger players declaring for the draft, the rule has been ineffective as the average age of lottery picks, also known as the first 14 picks of the draft, has decreased since the rule's implementation. Adam Silver, the current commissioner of the NBA, has been vocal about potentially raising the minimum draft-eligible age once more because of NBA team executives calling recent draft picks unfit for the NBA. The purpose of this research is to examine if lottery picks are indeed "NBA ready" upon being drafted, and if there is a correlation between the age at which they are drafted, the pick at which they were selected, the length of their career, and their career success. Various statistical analysis techniques are utilized, such as the calculation of R-squared values and correlation coefficients, and the usage of t-tests and multiple regressions. Box score statistics such as minutes per game, points per game, rebounds, and assists as well as advanced metrics such as player efficiency rating, win shares, box plus/minus, and value over replacement player were the focal point of this study. Players drafted with lottery selections from the 1985-2016 drafts had their career statistics compiled and examined for this analysis in order to adequately conduct the regressions. The results indicate that although lottery picks are having a decreasing immediate impact upon being drafted, the younger an athlete is drafted, the more long-term success they can expect to achieve in the NBA.
ContributorsKender, Mitchell Edward (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Basketball is considered one of the most progressive and innovative sports in the world. As such, the NCAA, NBA, and G League are constantly searching for ways to increase their global reach and increase their viewership. With the telecommunications industry seeing a decrease in overall customers who pay for monthly or yearly cable services, the sports industry is feeling pressure to keep viewers in a culture where “cutting the chord” is becoming a trend. However, the sports industry is one field that continues to drive viewership through their live cable broadcasts each year. All three leagues, which represent the college level, the minor league level, and the professional level, look to differentiate their broadcasts in the marketplace and experiment with different elements to attract new viewers and engage existing viewers. In the past, leagues and networks have experimented with streaming services, camera angles, mic’d up players and coaches, and augmented reality to demonstrate offensive and defensive sets. While both the college level and professional level have had limited issues in developing a loyal broadcast audience and attracting new viewers, the minor league (commonly known as the G League) has faced more challenges to grow. The problems the G League face with building their digital audience include competing seasons with both College Basketball and the NBA, disparaging perceptions that the games and players are not as interesting to watch, limited and expensive cable broadcast availability, and lack of fan affinity. Although these are challenges that the G League faces, the upcoming league has experienced success with year-over-year growth since its birth in 2001. Each year, the G League has increased the number of games broadcasted on traditional cable networks, and as a result, increased viewership. The blossoming league has a lot of potential, especially now that players can enter the G League directly out of high school, so capitalizing on opportunities to not only differentiate itself amongst other minor leagues, but also amongst other basketball leagues will be imperative to increase its fan base.
The purpose of this research is three-fold: to understand how people consume sports broadcasts, what levels of basketball they watch most frequently, and what elements of a sports broadcast they prefer or wish to implement. Aside from understanding consumption behaviors, this research further explores specifically how the G League can increase viewership, whether it’s experimenting with rule changes, implementing new broadcast elements, or creating off-court content that develops interest and affinity for players in the league. What the data and statistical tests concluded was that people who were classified as ‘G League Fans’ are generally fans of all levels of basketball, but that people who were classified as ‘College Basketball Fans’ or ‘NBA Fans’ were not necessarily fans of the G League. Based on this finding, the thesis provides recommendations for how the G League can increase viewership amongst basketball fans, as this will be its most receptive and impressionable group. For those unfamiliar with what the G League is, the thesis also provides a brief history and who the players are that make up the league.
The purpose of this research is three-fold: to understand how people consume sports broadcasts, what levels of basketball they watch most frequently, and what elements of a sports broadcast they prefer or wish to implement. Aside from understanding consumption behaviors, this research further explores specifically how the G League can increase viewership, whether it’s experimenting with rule changes, implementing new broadcast elements, or creating off-court content that develops interest and affinity for players in the league. What the data and statistical tests concluded was that people who were classified as ‘G League Fans’ are generally fans of all levels of basketball, but that people who were classified as ‘College Basketball Fans’ or ‘NBA Fans’ were not necessarily fans of the G League. Based on this finding, the thesis provides recommendations for how the G League can increase viewership amongst basketball fans, as this will be its most receptive and impressionable group. For those unfamiliar with what the G League is, the thesis also provides a brief history and who the players are that make up the league.
ContributorsWhisler, Melanie Joy (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
In order to establish sustainable parity in competition year over year, all four major professional sports organizations in the United States have established a first-year draft with an order decided or influenced by their Win-Loss record the previous year. The assumption is that this draft structure should keep all teams competitive. Rather, there is an overwhelming shift to analytical problem-solving that suggests building a winning team requires a period of losing and collecting young talent. The separation has become so apparent that it has been referred to as, “Twelve teams a-tanking.” (Boras, 2018) The trend was so pronounced this last season that the seven worst teams that held their own pick all lost by more than 15 points in the span of two days.(Sheinin, 2018) This leaves the ratio of games with a 15 point or more point differential to that of less than 15 points was 8:9 on the date described by Sheinin, as opposed to the usual ratio of 2:5 for the rest of the season. This stretch of games occurred during a pivotal time in the season and should have garnered high interest for entertainment as teams grapple for playoff position heading into the post season. Instead, viewers were treated to seven blow-out games. In this thesis, the effects of tanking will be studied as it pertains to the NBA, as a whole, losing attendance in multiple aspects. This applies directly to the value of sponsorships in the NBA. In short, this thesis will answer three of questions; (1) How does expected point spread, which is highly affected by tanking, affect NBA attendance, of all teams, down the stretch of games? (2) How can the NBA protect its sponsors from the effects of tanking? (3) How can NBA sponsors protect themselves from the effects of tanking?
ContributorsThomas, Isaiah (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The NBA has shown to have immense popularity on social media, but has struggled recently in traditional TV viewership. Research has shown that NBA fans skew young, as the youngest fan base of the four major North American sports leagues, and that the fandom of NBA teams can be highly volatile. Research has also shown that sports fans are inclined to cheer for and identify with the team who is not favored to win in a game that they are unfamiliar with. This study aims to understand NBA fan loyalty that leads to fans tuning into NBA broadcasts, and the factors that influence both player and team loyalty among fans. By understanding what factors lead to an NBA fan watching a game on TV, there will be an increase in the number of fans who are consistent viewers of games. The question being asked is: Are NBA fans more inclined to watch games because of their favorite team or their favorite players, and what factors influence their loyalty to team and their loyalty to player?
Based on research conducted on social media usage and fan identification, an online survey was created and distributed. Respondents who identified as NBA fans answered questions regarding social media usage, live sports TV viewership, and more questions regarding presumptive factors leading to NBA game TV viewership. Analysis of the responses found that loyalty to team was a bigger factor than loyalty to player in getting NBA fans to watch games on TV. Results also indicated that loyalty to team increased based on an increase in live sports TV viewership per week, loyalty to player increased based on an increase in national TV NBA game viewership, and die-hard fans are more likely to watch NBA games for their favorite team and players than casual fans. Based on these results, it is recommended that the NBA markets their games towards casual fans, with player-focused marketing for their national TV games.
Based on research conducted on social media usage and fan identification, an online survey was created and distributed. Respondents who identified as NBA fans answered questions regarding social media usage, live sports TV viewership, and more questions regarding presumptive factors leading to NBA game TV viewership. Analysis of the responses found that loyalty to team was a bigger factor than loyalty to player in getting NBA fans to watch games on TV. Results also indicated that loyalty to team increased based on an increase in live sports TV viewership per week, loyalty to player increased based on an increase in national TV NBA game viewership, and die-hard fans are more likely to watch NBA games for their favorite team and players than casual fans. Based on these results, it is recommended that the NBA markets their games towards casual fans, with player-focused marketing for their national TV games.
ContributorsBogoshian, Matthew William (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Basketball has evolved and is continuing to evolve in parallel with media and communication. The 21st century bears witness to the digitization of basketball, media, and communication with the advent of social media. Arguably the most esteemed professional basketball league in the world, the National Basketball Association (NBA) observes fans and players alike conversing about the game through social media platforms available across the world. One of the most popular platforms, Twitter, enables anyone with a computer to write a textual post known as a “tweet” that can be made viewable to the public. The Twitter landscape holds a trove of data and information including “sentiment” for NBA teams to analyze with the goal of improving the success of their team from a managerial perspective. Two aspects this paper will examine are fan engagement and revenue generation from the perspective of several franchises in the NBA. The purpose of this research is to explore and discover if key measures of performance including both the number of points scored in a game and the game outcome either being a win or a loss, and the location of a game being won either at home or away on the road influence fan Twitter sentiment and if there is a correlation between fan Twitter sentiment and game attendance. The statistical computing tool RStudio in combination with data compiled from online databases and websites including Basketball Reference, Wikipedia, ESPN, and Statista are employed to execute two t-tests, two analysis of variance (ANOVA) tests, and one correlation test. The results indicate there is a significant difference in fan Twitter sentiment between high-scoring games and low-scoring games, between game wins and losses, among games being won at home versus away on the road, and there is no conclusion that can be made regarding any existing correlation between fan Twitter sentiment and game attendance.
ContributorsKwan, Matthew (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Department of Information Systems (Contributor)
Created2022-05