Olympic Studies Centre - Universitat Autònoma de Barcelona ceoie@uab.cat +34 935 811 992  

Article written by Kirstin Hallmann, Anita Zehrer and Sabine Müller from German Sport University Cologne, Germany, MCI Management Center Innsbruck and Innsbruck University, Austria. "The purpose of this study is to develop a destination image model that shows how

Perhaps the most feminized sport in all modern athletics, figure skating receives primacy within any American Winter Olympic telecast?with all of the gendered language that comes with that featured status. This study revealed 13 significantly different dialogue trends between male figure skaters and the aggregate of other male Winter Olympians. Such a high number of differences highlight the convoluted role of perceived masculinity in sport, with male figure skaters as mediated outliers within the overall composite of Olympic dialogue.

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