Abstract

Few studies have examined gender typing of winter sports beyond hockey (typed as masculine) and figure skating (typed as feminine). This study helps fill that gap by examining audience attitudes toward 12 Winter Olympic sports, including newer extreme sports. A nationwide survey of 718 U.S. television viewers conducted after the 2010 Winter Olympic Games revealed that while hockey and figure skating represent the extremes in gender-typed sports, audiences distinctly type all sports. Further, male and female audiences type some sports differently. Viewing time was significantly related to gender typing across all sports. Watching men compete in a sport was linked to viewers rating the sport as more masculine, while watching women compete was linked to feminine gender typing. Mediated sports coverage, therefore, may include gendered markers that influence attitudes.