Responses of Male and Female Metropolitans to the Commercialization of Professional Sport 1960 to 1975

Abstract

This research examines the changes in the meaning of sport among male and female residents of a metropolitan area over a fifteen year period, 1960 to 1975. Results display an overall decrease in sex differentiation for behavior mo bilized by sport. However, further examination of the sex associations indicates that the homogenization effect associated with sex role socialization and the commercialization of professional sport is greater for vicarious or indirect sport involvement than direct sport involvement. Specifically the conceptualization of ones self as fan, the frequency of sport conversation; the specific sport residents participation in, the rationale for sport participation, and sport organization mem bership display significant sex associations in 1975.