Glazbrook Mackenzie Rose, Webb Stephanie Newton
Justice and Society, University of South Australia, Adelaide, Australia.
Aust J Psychol. 2024 Feb 12;76(1):2315949. doi: 10.1080/00049530.2024.2315949. eCollection 2024.
The introduction of the Women's Australian Football League (AFLW) has highlighted the inequality faced by women football players (e.g., season length), with the consumerism and fanbase of the women's AFL lacking comparatively with the men's league. The paucity of research into the AFLW and attitudes towards women's sport, limits our understanding of the predictors of these attitudes. Therefore, the primary aim of this study was to investigate the factors that may influence the development of attitudes towards the AFLW.
Data were collected from a community sample ( = 171), to evaluate attitudes towards both AFLW consumerism, and the endorsement of gender equality within the AFL.
Results revealed that basic demographic factors were influential in attitude development (i.e., age, gender), however the most prominent predictor of attitudes towards the AFLW was gender role ideology, suggesting that beliefs about gender roles may influence anti-AFLW attitudes.
The findings reflect an ongoing perception of sport as a masculine space, and as such, a need to adjust marketing approaches to frame the AFLW in a manner that encourages consumer behaviour. Future research directions are discussed.
澳大利亚女子澳式橄榄球联盟（AFLW）的引入凸显了女子橄榄球运动员所面临的不平等（例如赛季长度），女子澳式橄榄球联盟的消费主义和球迷基础相较于男子联盟较为匮乏。对AFLW以及对女子体育态度的研究匮乏，限制了我们对这些态度预测因素的理解。因此，本研究的主要目的是调查可能影响对AFLW态度形成的因素。
从一个社区样本（n = 171）中收集数据，以评估对AFLW消费主义的态度以及对澳式橄榄球联盟内部性别平等的认可程度。
结果显示，基本人口统计学因素对态度形成有影响（即年龄、性别），然而，对AFLW态度最显著的预测因素是性别角色意识形态，这表明关于性别角色的信念可能会影响对AFLW的反对态度。
研究结果反映出人们持续将体育视为男性主导的领域，因此，需要调整营销方式，以鼓励消费行为的方式来推广AFLW。文中还讨论了未来的研究方向。
