Creating symbolic cultures of consumption: an analysis of the content of sports wagering advertisements in Australia

BACKGROUND: Since 2008, Australia has seen the rapid emergence of marketing for online and mobile sports wagering. Previous research from other areas of public health, such as tobacco and alcohol, has identified the range of appeal strategies these industries used to align their products with culturally valued symbols. However, there is very limited research that has investigated the tactics the sports wagering industry uses within marketing to influence the consumption of its products and services.

METHOD: This study consisted of a mixed method interpretive content analysis of 85 sports wagering advertisements from 11 Australian and multinational wagering companies. Advertisements were identified via internet searches and industry websites. A coding framework was applied to investigate the extent and nature of symbolic appeal strategies within advertisements.

RESULTS: Ten major appeal strategies emerged from this analysis. These included sports fan rituals and behaviours; mateship; gender stereotypes; winning; social status; adventure, thrill and risk; happiness; sexualised imagery; power and control; and patriotism. Symbols relating to sports fan rituals and behaviours, and mateship, were the most common strategies used within the advertisements.

DISCUSSION/CONCLUSIONS: This research suggests that the appeal strategies used by the sports wagering industry are similar to those strategies adopted by other unhealthy commodity industries. With respect to gambling, analysis revealed that strategies are clearly targeted to young male sports fans. Researchers and public health practitioners should seek to better understand the impact of marketing on the normalisation of sports wagering for this audience segment, and implement strategies to prevent gambling harm.

"I can sit on the beach and punt through my mobile phone" : the influence of physical and online environments on the gambling risk behaviours of young men.

Gambling is rapidly emerging as an important public health issue, with gambling products causing considerable health and social harms to individuals, families and communities. Whilst researchers have raised concerns about online wagering environments, few studies have sought to explore how factors within different gambling environments (both online and land-based) may be influencing the wagering, and more broadly the gambling risk behaviours of young men. Using semi-structured interviews with 50 Australian men (20-37 years) who gambled on sport, we explored the ways in which online and land-based environments may be risk-promoting settings for gambling. This included the appeal factors associated with gambling in these environments, factors that encouraged individuals to gamble, and factors that encouraged individuals to engage in different, and more harmful types of gambling. Interviews were conducted over the course of a year (April 2015 - April 2016). We identified a number of situational and structural factors that promoted risky gambling environments for young men. In the online environment, gambling products had become exceedingly easy to access through mobile technologies, with young men subscribing to multiple accounts to access industry promotions. The intangibility of money within online environments impacted upon risk perceptions. In land-based environments, the social rituals associated with peer group behaviour and sport influenced risky patterns of gambling. The presence of both gambling and alcohol in pub environments led individuals to gamble more than they normally would, and on products that they would not normally gamble on. Land-based venues also facilitated access to multiple forms of gambling under the one roof. We identified a number of factors in both land and online environments that when combined, created risk-promoting settings for gambling among young men. By exploring these contextual conditions that give rise to gambling harm, we are better able to advocate for effective public health responses in creating environments that prevent harmful gambling.

Playing with other(ed) species: games, representation, and nonhuman animals

During the writing of this essay, the controversial nonhuman animal rights organisation PETA (People for the Ethical Treatment of Animals) sent out a tweet linking to an online article about the recent PC and Playstation 4 console game No Man’s Sky, in which players are positioned as explorers of countless virtual planets. Encountering the wide array of creatures indigenous to these worlds, players of this game are offered the choice of whether ‘to document them and name them or slaughter them en masse’ (Francisco, ‘PETA’). While an environmental agenda appears to be far from the game designers’ minds, PETA’s Marketing Vice President Joel Bartlett interprets No Man’s Sky as ‘counting on our natural empathy … we have a natural sense of exploration that has been important to human history’ (Francisco, ‘PETA’). Indeed, PETA has immersed itself in the gaming industry by creating its own simple online games in-house, such as the provocative Mario Kills Tanooki, which opposes what it sees as the unethical messages conveyed by Nintendo’s popular Super Mario Bros. franchise. These instances of the intersection of exploration, ethics, empathy, and play raise important questions regarding the potential role(s) of gaming in furthering (or hindering) the welfare of nonhuman animals. This issue becomes more and more urgent not only in a time of ongoing climate change, environmental degradation, and the continued endangerment of countless species around the planet, but also in a time when the gaming industry and the adoption of game design principles in many others grows apace.

"Knowing the rules of the game": rural sporting biographies and their influence on physical education pedagogy

The influence of place-based biographies in shaping professional identities and practices can be powerful. This is particularly prevalent in fields like Physical Education (PE) where personal physical and sporting prowess can readily become embodied signifiers of one’s credibility and expertise. In rural and regional communities, identities attached to, and social capital accrued from sports participation are often very strong. In this chapter we reflexively draw on aspects of our own personal biographies as active (and privileged) participants in rural community sport to explore the ways in which they have shaped our professional identities and practices as physical education teacher educators. We juxtapose our biographies alongside the experiences of ‘Rachel,’ a female physical education teacher who, at the time of data collection, had recently commenced teaching in a regionally based Catholic all-boys’ school after two previous posts in rural co-educational schools. Presented as heuristic devices, we look for points of intersection and divergence between Rachel’s experiences and our own biographies to consider the ways in which place shapes professional identities and pedagogical practices in PE. The practical translation of this self-study process is to be ultimately located in our undergraduate teacher education programs and in our identities as teacher educators.

The long game: five years of simulating the Middle East

Scholarly literature attesting to the benefits of role play in teaching international relations or political science subjects is abundant and universally positive. However, despite many case studies presenting snapshots of single examples, long term data concerning a role play exercise is difficult to find. This study presents student feedback data gathered from 10 iterations of the Middle East politics simulation carried out over 5 years from 2011-15. The data obtained from over 600 respondents establishes very clear trends in terms of satisfaction, engagement, and workload. The findings demonstrate that students can be significantly engaged in the subject matter through role plays and that they value these opportunities and the learning that ensues, even though it may represent more work than they are used to allotting to traditional assignments. The results show that year after year, successive student cohorts have made a clear judgement that extra work is worthwhile when it pays off against their perceived learning. The inference can also be drawn that they do not see this same pay off when completing essay type assignments.