STRATEGIES FOR EQUAL GENDER PARTICIPATION

Social norms formed about sport and physical activity are the result of a complex interaction of sociological factors. Social norms are a form of behavior that is usually accepted as correct and ‘proper’ by the majority of members of the society (Amezdroz et al, 2010, p. 478)

Attitudes formed about sport and physical activity are the result of a complex interaction of sociological factors.

To change these social norms towards touch, two strategies will promote and encourage equal gender participation. Target school aged children to change the attitudes towards girls playing touch Use media to positively influence female participation in touch

Media

The media has a most powerful role and reinforces societal attitudes, beliefs and values, including those relating to sport (Amezdroz et al, 2010, p.487) Sport and the media both play a significant role in structuring and informing people’s lives (Amezdroz et al, 2010, p.485) Which sports are covered and which are not have major influences on an individual’s access and opportunities to participate (Amezdroz et al, 2010, p.486)

What would you do ?

Advertising Campaign Target single or mixed gender teams catering for all levels of ability. Increase media coverage of females playing touch at all levels. New female role models would emerge as elite athletes and their high profile in the media would encourage more girls to play (Amezdroz et al, 2010, p.485)

Media How sport is promoted and distributed is a strong socialising agent within our society (Amezdroz et al, 2010, p.485) Uniforms and equipment have evolved to reflect the media’s interests (Amezdroz et al, 2010, p.485)

What would you do ?

Media Display Sponsor’s logos Uniforms Equipment Fields This type of exposure will add to the television spectacle will promote females playing touch as the norm