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Looks, Liveliness, and Laughter: Visual Representations in Commercial Sports for Children
Stockholm University, Faculty of Social Sciences, Department of Child and Youth Studies.ORCID iD: 0000-0002-8684-3724
2023 (English)In: International Journal of Sport Communication, ISSN 1936-3915, E-ISSN 1936-3907, Vol. 16, no 2, p. 178-186Article in journal (Refereed) 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.

Place, publisher, year, edition, pages
2023. Vol. 16, no 2, p. 178-186
Keywords [en]
symbolic persons, gender, Whiteness, values, norms
National Category
Sport and Fitness Sciences
Research subject
Education; Child and Youth Studies
Identifiers
URN: urn:nbn:se:su:diva-215759DOI: 10.1123/ijsc.2022-0202ISI: 000942573400001OAI: oai:DiVA.org:su-215759DiVA, id: diva2:1746211
Available from: 2023-03-27 Created: 2023-03-27 Last updated: 2023-10-12Bibliographically approved

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Kilger, Magnus

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CiteExportLink to record
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