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Purpose – To discuss the history and relevance of audience research as it pertains to sport and physical culture and to demonstrate an approach to doing audience research.

Design/methodology/approach – A step-by-step overview of a study conducted by the authors is provided. The study examined ways that groups of young males in a Vancouver, Canada, high school interpreted images of masculinity in popular media, and ways these same youth performed masculinity in physical education classes. We reflect on how studying interpretations (using focus groups) and lived experiences (using participant observation and in-depth interviews) in an integrated fashion was helpful for understanding the role of media in the everyday lives of these youth. We also describe how the hegemony concept guided our data interpretation.

Findings – We highlight how, on the one hand, the young males were critical of media portrayals of hegemonic forms of masculinity and, on the other hand, how these same males attempted to conform to norms associated with hegemonic masculinity in physical education classes. We emphasise that our multi-method approach was essential in allowing us to detect the incongruity between youth ‘interpretations’ and ‘performances’.

Research limitations/implications – Limitations of audience research are discussed, and the epistemological underpinnings of our study are highlighted.

Originality/value – The need for audience research in physical cultural studies is emphasised. We suggest that researchers too often make claims about media impacts without actually talking to audiences, or looking at what audiences ‘do’ with information they glean from media.

To explore the digital landscape, narrowing to Instagram, as a cultural space to advance sociological understanding of elite athlete mother identity meanings and lives.

Relativist narrative inquiry is outlined as a theoretical and methodological approach to expand sociological research on motherhood and sport, by exploring big and small stories on social media sites. Elite athlete mother's mediated self-portrayals on Instagram are theorized as identity stories (re)created and made possible, by cultural narrative resources.

An example of big and small story research is outlined from a larger case study of elite athlete figure skating mothers' self-portrayals on Instagram as they negotiated motherhood, and a professional sport career. Thematic narrative analysis findings include a big story plot in the post-partum period: negotiating intensive mothering and career. Two small stories that fed into fluid meanings of this big story plot are also presented: holding the baby close and working mum/new mumtrepeneur. These findings show nuanced contradictions of contemporary motherhood meanings, within sportswomen's personal and public digital stories.

A big and small story approach grounded in narrative inquiry holds value to learn more about the contemporary digital landscape's shaping of the meanings of sportswomen's identities and lives. Future research is recommended using this approach on additional social media platforms (e.g. Facebook, Twitter, YouTube) to expand intertextual understanding of elite athlete mother identities in socio-cultural context, tapping into these underexplored naturalistic data resources.

Purpose: One of the objectives of this research was to identify whether “mad”, “bad” and “sad” frames, identified in modern news reporting in other Western nations, are also evident in historical newspapers in New Zealand, a nation geographically distant. Methodology/approach: Qualitative content analysis was used to analyze reporting of multiple-child murders in New Zealand between 1870 and 1930. Content was sourced from a digitized newspaper database and identified media frames were analyzed under the categories of “mad”, “bad” and “sad”. Findings: Historical New Zealand media constructed “mad,” “bad,” and “sad” frames for the killers, however, instead of being classified with a single frame many killers were portrayed using a combination of two or even three. In some cases, media ignored facts which could have provided an alternative portrayal of the killers. In other cases, no obvious frames were employed. Research limitations: This research does not include analysis of media frame building in modern news reporting. Originality/value: Media construction of frames for multiple-child killers in historical New Zealand news reporting has not been explored before.

Purpose – The chapter examines the relationship between Black elected officials (as candidates and in office) and the media that covers them by examining how media use race when discussing these officials.Design/methodology/approach – The chapter uses a content analysis design. The basic strategy is to examine eight years’ worth of discussion in newspapers, both in Ohio and nationwide, concerning Mark Mallory as he runs for mayor of Cincinnati and then acts as mayor from 2005 to mid-2012.Findings – The chapter provides information on how the media (mainstream media and Black media) includes racial mentions when discussing Mark Mallory. The findings support my two main hypotheses: that Mark Mallory is more heavily racialized as a mayoral candidate in mainstream newspapers than he is as a sitting mayor, and that for Black newspapers, he is more heavily racialized at either stage (candidate or sitting mayor) than he is with mainstream newspapers.Research limitations/implications – Because the research only looks at one individual, the findings lack generalizability. Therefore, researchers should expand the focus to examine more Black elected officials and/or Black candidates for office.Practical and social implications – The chapter shows how discussions of race around a Black elected official may be beyond that official’s control.Originality/value – This chapter is original in showing how race can be made a part of the public media discussions of minority elected officials. The research design gives us a template for future study of the influence of race in media representations in minority politics.

Representations of female perpetrators of political violence contribute to society's thinking about women, gender, violence and agency. Analysis of this discourse is vital to understand its influence on society's knowledge of women and violence. The study investigates how gendered narratives are used to frame female ex-combatants in Nationalist and Unionist newspapers in the post-conflict society of Northern Ireland. The media is a central agent in the construction of knowledge; and this is significant for women who have perpetrated crimes or (political) violence. The existing research found that violent women are narrated and interpreted through gendered discursive frameworks to dismiss or make sense of their violence. However, in the Northern Irish case, although the women are constructed within gendered frames, this does not deny their agency in past political violence.

Following recent terrorist attacks in the US and Europe, Western Muslims have been criticised for not taking a firm stand against radical Islam and extremist organisations. Drawing on insights from narrative criminology, we challenge such assertions and reveal Muslims' narrative mobilisation against violent jihadism. Based on 90 qualitative interviews with young Muslims in Norway, we show how violent extremism is rejected in a multitude of ways. This narrative resistance includes criticising extremist jihadist organisations for false interpretations of Islam and using derogatory terms to describe them. It also includes less obvious forms of narrative resistance, such as humour and attempts to silence jihadist organisations by ignoring them. While narrative criminology has effectively analysed the stories that constitute harm, less attention has been paid to narratives that counter harm. We argue that stories that counter jihadi narratives are crucial to understand the narrative struggles of Muslim communities, whose outcomes can help determine why some individuals end up becoming religious extremists – while others do not. By distinguishing between factual, emotional and humorous counternarratives and describing silence as a form of resistance, we show resistance to extremism that is often concealed from the public and the state.

This chapter explores the complexity of issues surrounding Black males and athletics in higher education. Multiple studies over the past decade and a half have depicted an oppositional relationship between athletics and academic achievement. Research suggests that media imagery, stereotyping, and other non-academic influences on African American males who participate in intercollegiate athletics tend to result in an over-identification with professional athletes, sports, and perceptions of great value associated with physical performance activities and a simultaneous under-identification with academic performance, scholarly identity, and student development. These pressures ultimately limit career options outside of athletics. In an effort to combat these issues, Beyond the Game™ (BTG) Program, a program described in this chapter that was developed in Wisconsin’s Equity and Inclusion Laboratory (Wei LAB) and implemented at the University of Wisconsin-Madison, seeks to harness curricular, co-curricular, and on-the-field leadership training to strategically develop and support post-graduation options. This comprehensive, multi-faceted program directly confronts the challenges student-athletes face when they exhaust their eligibility status but have yet to identify viable career alternatives to professional sports. This chapter explores the main tenants of the program, established with a group of Division 1 NCAA-affiliated college athletes as participants.

Using a semi-autoethnographic layered account format, we present the voices of 16 Native American adults as they talk about their lives and Native American Caricature Iconography (NACI). First, we explore their impressions and lived experiences with “racial formation projects” such as tribal identification cards, blood quantum calculations, genocide, child removal, boarding schools, and reservations, to contextualize why some Native Americans interpret NACI as much more than “an honor,” “tradition,” or “just good fun.” Next, we explore the Native Americans' perceptions of sports mascots, cartoons, and sculpture, after exposing them to a series of eight images of NACI. We conclude that NACIs are racial formation projects as well. By unmindfully producing and consuming NACI, we fail to interrupt and reform the racial formation projects that continue to define us all.