Sporting Stars on the Role Model Pedestal – Text Analysis

The text in which I am analysing, is based on sporting stars as role models, and the connection they have with participation within amateur sport. According to the authors Felix Mutter and Tim Pawlowski, their intention for writing this paper was to “complement the determinants of the demand for participation in sport by examining the influence of professional sports success” (2014, p. 326). This paper is both very enriching as well as useful to my survey and research report in which myself and my group are exploring audiences expectations of football stars as role model material.

This chapter of ‘Role models in Sports’ in which I am analysing was taken from the creditable journal ‘Sports Management Review’. I could identify that this text was creditable through the use of the Summon search engine, limiting my finds to scholarly publications. This in combination with the authors achievements and high involvement within sports education and management helped me understand that their work was reputable.

   One of the most high profile sporting scandal’s – Lance Armstrong no longer a role model

Sourced –

This text is very coherent and east to read, following a basic chronological order. The text begins with an abstract and introduction to inform the audience of the intention of the authors, also of what is to come. Following this the authors report their theoretical framework in which will prove the connection of role models to participation within amateur sport. This framework is tested on a German amateur soccer team. The text moves on to succinctly present the data that they recorded. This data is presented verbally and visually with graphs and tables that aid readers so that they may clearly understand the results. The only criticism I offer is that there could be more visual communication as they relieve readers from dense content. The journal finishes with a conclusion of their findings and wether their intention was satisfied.

With this text being scholarly and very formal, I would gather that the target audience would be for those with high levels of education, such as university students, teachers, sport researchers and enthusiasts as well as journalists. These segments of the audience have been identified as they might be involved with the research or learning of the “potential spill-over effects of professional sports success on the demand for amateur sport participation” (Mutter & Pawlowski 2014, p. 328).

The information contained within the text is a combination of subjective and objective data. Although the bulk of the journal is subjective findings conducted by the two authors, there is still many objective elements by other theorists such as “Role models have been said to influence learning, socialisation and the behaviour of consumers – by Martin and Bush, 2000” (Mutter & Pawlowski 2014).

This text is very informative using many creditable theories and ideas of other authors, further improving and ensuring that a connection was found between role models and participation in amateur sport. The theoretical framework that was tested on the German soccer team provided solid evidence to support their ideas and theories.

This text has been an important read and addition to my learning and understanding of the connection between sporting stars as role models, and the participation in amateur sport. This text concluded with “Spill-over effects of professional sports success on amateur sport participation do exist and active young people of both genders seem to be the main target group”(Mutter & Pawlowski 2014, p. 328).  The information and results from this text will be useful in my groups research report.


Mutter, F & Pawlowski, T 2014, ‘Role Models in Sports – Can success in professional sports increase the demand for amateur sport in participation?’, Sports Management Review, Volume 17, Issue 3, pp. 324 – 336,

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The Power of Research

“Because of the way the human mind works, we are, in a sense, always doing research” – (Berger 2014, p. 31)

From this quote by Arthur Berger, we can gather an idea that research is conducted on a daily basis by each and everyone one of us. Even tho it may not be as obvious that we are partaking in this process of research, we are unconsciously utilising some form of research when considering products to buy, where to eat, what university to study at etc. We are as a society, always searching for contemporary information in which improves our day-to-day lives as well as the choices and decisions we make.

This brings us to the question of: ‘What is media research?’

Berger defines research simply as “research means looking for information about something” (2014, p. 14). As viewers and consumers of media, we would use research as a systematic process to ‘answer questions that interest us or problems that we would like to solve’ (Berger 2014, p. 15). There are many levels of research, two of which being ‘systematic’ and ‘everyday’ research. There are major differences between these two types of research, with ‘systematic research being more systematic, more objective, more careful and more concerned with correctness and truthfulness than everyday research’ (Berger 2014, p. 15). Both these two types of research are used to inform consumers of media on topics of interest.

A particular area of media research that I am interested in and am currently undertaking is the topic of health foods, singularly protein supplements. As a male figure in society, and a member of a gym, I am constantly presented with endless advertising of protein powders, each with their own differences and purposes that separate themselves from competition. I have now submitted to the idea of buying protein, and am currently in search of a product.

In order to effectively select the ideal protein supplement that works and is suited to my body shape, I would have to use the two main aspects of research, these being ‘Qualitative’ and ‘Quantitative’ research. Qualitative research refers to “collecting, analysing, and interpreting data by observing what people do and say” (Anderson, 2006). Using this research aspect I would read through consumer reviews of products, watch YouTube reviews, read through social media discussions on successful proteins, and read protein descriptions. Quantitative research refers to “counts, measures of things, objective hard data” (Anderson, 2006). I would use this method of research in reading through the measurements of protein in each supplement as well as other ingredients. Through utilising these two forms of media research, I can effectively sought out an ideal protein supplement.

The aspect of media I am interested in researching is health foods and fitness, in special relation to social media’s role it plays in spreading this information and providing forums for those to discuss. I am interested in this aspect of media as I am a fanatic of sports and fitness, as well as I believe that social media plays a crucial role in informing those on fitness, health and sports.


Berger, Arthur A. 2014, ‘What is research?’, in Media and communication research methods : an introduction to qualitative and quantitative approaches, 3rd ed., SAGE, Los Angeles, pp. 13-32

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Anderson, J.D 2006, ‘Qualitative and Quantitative research’, Imperial COE, Superintendent of Schools,

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