Theoretical issues and political dilemmas in working with men

The aim of this chapter is to highlight some of the theoretical issues and political dilemmas involved in working with men in the human services. To develop a framework for practice with men, we have to adequately conceptualise the issues £1cing men. These are confusing and unsettling times for many men. To make sense of this confusion it is important to understand men's experiences within the context of the patriarchal structures in society and their relationship to class, race and gender regimes. Men and women who work with men in the human services should have an analysis of the social construction of masculinities and they need to understand how the forces that construct dominant masculinities embed men and women in relations of dominance and subordination that limit the potential for them to be in partnership with each other. To the extent that we ignore the social construction of masculinity,
it blocks insight into the real trouble in men's lives. Furthermore, if men do not grasp the basic notion of gender as a social construction, then feminist critiques of patriarchy, dominant masculinity and abusive male behaviours are going to be felt by men at a deeply personal level (Schwalbe 1996, pp. 187, 231).

Moving beyond mateship:reconstructing Australian men's practices

In this chapter I will explore the implications of the definitively Australian
style of masculine behaviour called 'mateship' for gender relations in
Australia. Mateship is part of the Australian male heritage; it originated in
colonial days and was glorified in war and sport. The feminist movement
in Australia has challenged the dominant form of masculinity inherent in
mateship and the basic rationale for gender relations that flow from it. In
this context, I will discuss Australian profeminist men's attempts to challenge patriarchal gender relations and construct non-patriarchal subjectivities and practices. Theorizing about masculinity in Australia has tended to be derivative of overseas literature. This is partly because publishers are looking for overseas markets for their books so they discourage writers on masculinity from grounding men's practices in a specifically Australian context. While there are benefits in generalizing about western masculinities, such writing misses the uniqueness of the lived experiences of Australian men. It is this uniqueness that I will address in this chapter. As McGrane and Patience (1995: 15) note, 'Australian masculinism has a history of its own that needs to be recognized at the same time as it can be usefully compared to the masculinisms of similar cultures'.

"Beyond number crunching" : applying qualitative techniques in sport marketing research

Valid and reliable research is pivotal to successful sport marketing strategy. Market research may be gathered via either quantitative or qualitative means. This paper explores the theoretical background and practical applications of qualitative research techniques. It explains the appropriate context for qualitative approaches, and discusses sampling procedures with particular emphasis on the powerful but simple technique known as theoretical sampling. In addition, it clarifies and explores data analysis procedures. The purpose of this paper is to provide sport market research practitioners with a model for implementing qualitative methodologies in sport marketing campaigns.