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Socialisation And Its Impact On Beach Volleyball

Throughout history, following feminist or other reflexive and tradition-breaking paradigms, the binary division of gender (man and woman) that exists has become clear.
The stereotypes concerning both genders are so deeply enshrined in our minds that we find it difficult to let go of conventional thinking; and easily impart these ideals into all facets of society, including sport. This stereotypical thinking is a catalyst for gender inequities not only in sport, but society as a whole. Our perception regarding the differences between sportsmen and women stems from hegemonic ideals of masculine dominance that date back to the ancient Olympics. Although equality between genders is gradually percolating the world of sport, agents of socialisation persist in fuelling the conventional thinking that is the source of gender inequities ever-present in our culture. Of these agents, mass media is the chief culprit. The connection between sport, gender and media is blatant, especially in the sport of beach volleyball. In fact it is one of few unisex sports where the female athletes are dominating the arena in terms popularity and media attention. But for what reasons? This is a question that will be answered in this report. Throughout this analysis, the influence that marketing and media has on sport and its capability to reinforce Australian society’s views of gender roles will be evaluated. In particular, the implications of marketing and media will be analysed in relation to the sport of beach volleyball.

Sociology is a branch of social science that concerns itself with studies of the social life of human groups and individuals. It encompasses patterns of social relationships, social interaction, and culture. Whether it is scientific or systematic, sociology is basically the study of society. Society’s make-up comprises people, groups, networks, institutions and organisations. It is basically a large-scale system composed of many parts known as microcosms. 1,2 One such...