Mass Media and Gender Identity in High Performance Canadian Figure Skating.docx

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Human Rights and Equity Studies
HREQ 1920
Elizabeth Brule

Mass Media and Gender Identity in High Performance Canadian Figure Skating 10/22/2012 11:12:00 AM Anthropological fieldwork conducted between 2000 and 2002 among  Canadian Journalists  high performance figure skaters  coaches, sponsors and others  Conducted participant observation and field work in order to understand the role of figure skating in shaping a sense of Canadian national identity.  Goal of this article: to highlight the role of media in promoting particular gendered images of figure skaters for public consumption. 1) socially constructed nature of various representations of men and women in the sport 2) the ways in which particular gendered images of sports figures are promoted in the interests of nationalism FIGURE SKATING THE MEDIA AND CANADIAN CULTURE figure skating = integral part of Canadian culture Figure skating is ranked 2NDto hockey in terms of  television spectatorship  government funding  coroporate sponsorship since 1940s – Canadians have won over 500 international medals = nations most competitively successful amateur sports CTV Canada and Skate Canada self declared Canada‟s figure skating network = Canadian Sport and sport of national significance Skate Canada – primarily self sustaining organization over years  sponsorships are easy to obtain  7% of the annual operating budget = government funding  increasing responsibility of figure skating as a national identity is left in the hands of the media power alliances of interest between Canadian media outlets and skating sponsors for economic interests  influence the gendered representations upheld for the Canadian audiences. Canadian media and television in conjunction with advertisers, influence the production of gendered co modified identities on ice  produced highly specific gendered representations of the nation. Gender and Figure Skating 10/22/2012 11:12:00 AM Gendered catego
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