The use of the web as a marketing tool by selected arts organisations in Vietnam : a preliminary investigation

This paper presents exploratory findings into the use of the web as a marketing tool by arts organisations in Vietnam. The uniform resource locators (URLs) of Vietnamese arts organisations listed in the cultural profiles category of the directory of Vietnamese Cultural Organisations/Departments created by Visiting Arts (UK) for the Ministry of Culture, Sport and Tourism, Vietnam (MCST) (formerly Ministry of Culture and Information – MOCI) were accessed. 17 of these websites were ‘live’ at the time of the study and were evaluated to determine current levels of marketing functionality utilised within the sites. The findings of the evaluation were analysed from the perspective of the four elements of marketing mix (price, place, product and promotion). The study found that all 17 Vietnamese arts organisations analysed were less sophisticated in the usage of the web as a marketing tool compared with their Western counterparts, and that such organisations’ websites contained basic information catalogues and contact details but had limited multimedia functionality. The implications to audience development will be explored further through a survey with stakeholders of the 17 arts organisations in Vietnam as a future research stream.

Culture, media and sport : the Gambling Act 2005: a bet worth taking? Written evidence submitted by Professor Linda Hancock

At the outset, it should be noted that under the watch of the 2005 Gambling Act, there is robust evidence of increasing harms caused by gambling. The increase in problem gambling from 0.6% (prior to the implementation of the Act) to 0.9% of the British population reported in the British Gambling Prevalence Survey (BGPS) (2010) is significant at the .05 level; which is internationally recognised as a robust significance level. This represents a 50% rise in problem gambling since the Act was implemented. It was disingenuous of the Gambling Commission to report the results as “not statistically relevant” and “at the margins of statistical relevance” in its media release concerning the study. This equates to around 451,000 adults aged 16 and over experiencing serious gambling-related problems and significant additional numbers experiencing moderate problems. Regular (approximately monthly) use of gaming machines, fixed odds betting terminals (FOBTs) in betting shops, casino games and online gambling are associated with problem gambling.

Popular culture/sacredness

A huge billboard faces me as I crawl down Punt Road Melbourne, its wild purple and yellow-daubed sports fan (male) leering over the northbound traffic. Its message: 'Sport is a Religion, so pray for Yamaha Stadium Sound'  Canny advertising, hooking into aussie culture, selecting an aussie take on religion/ sport (fun, serious, primitive, fanatic, central). Next, there's the Next fashion ad, with its larger than life-sized photograph of a gorgeously dressed young female eying off the pope's long white robe, comparing outfits. Fashion as religion, or better than, really, is the inference-she looks mildly
amused, and he looks a little nonplussed. And then there are the many Qantas advertisments for 'Spirit of. Australia' featuring Aboriginal figures, with backdrops of Dlum and the red desert. As cultural tour businesses know, there's money to be made in taking urban, nonIndigenous tourists to visit their 'spiritual other', the Aboriginal.1 Or there's the multicultural, children's version of the ad, with all the little global travellers of the future featured in wonderful locations. Spirit of Australia.

Competing on the higher ground : social expectations and sport

Research in sport ethics has traditionally focused on the ethical dimensions of the sport event and athletes, however the examination of the principles of ethics to the management and organisation of sport is a relatively recent phenomenon. The tension between the roles and responsibilities of sport as a business, and sport as an ethical and moral aspect of society has forced sport organisations to face an increased number of complex ethical dilemmas. As sport systems throughout the world become further professionalised and bureaucratised, the community understanding of what is ‘good’ is challenged. It is a commonly held expectation that there should be a high level of moral behaviour from those participating directly in the sport event (athletes, coaches, referees), however this expectation has extended to the sporting clubs and organisations which govern the sport itself.

Often used interchangeably, ethics and morality are complex terms concentrating on issues of right and wrong behaviour. Beauchamp and Bowie (1993) stated that the term morality suggests a social institution, composed of a set of standards which are pervasively acknowledged by the members of a culture, or alternatively a social construction. The application of ethics and moral values to the business environment applies across all sectors, including for-profit, non-profit and government, however Rubin (1990) found that the normative ethics, those which society accepts as ethical behaviour, varies from sector to sector. In the non-profit sector, to which many sport organisations belong, Rubin (1990) found that because the community expects more ‘good’, they accept less ‘bad’. As many sport organisations throughout the world remain largely non-profit, linked with the commonly held belief that sport is a foundation for moral behaviours, the idealistic expectation of ethical conduct placed upon them may be different to those of more mainstream business organisations.

Mewett (2003) noted the importance of sport as a social phenomenon which ramifies widely through society to become an intrinsic part of culture and community life. The different expectations of ethical conduct and moral value placed on sport organisations increases the public interest in the ethical dilemmas faced by these organisations. Using the concept of conflict of interest as an example, this paper will examine the tension and difference between the community and social understanding and expectations of sport, and those of the sport organisations themselves.

Sport/cultural events : public and private perceptions of the hybrid event

This paper explores the public and private perceptions of events that amalgamate two different themes into one unified event. In this paper, we refer to this as a hybrid event. The paper is set within the context of Melbourne, Australia, where two hybrid events (specifically a sport/culture event) were delivered in 2006 and 2007. Media reports about the 2007 event were analyzed to capture the public perception of the sport/cultural event, and focus group data, collected from attendees of the events, were analyzed to explore the private perceptions of the hybrid event. The results indicate that there are a range of views about the sport/cultural event, which are not always consistent. The findings of this study indicate that the hybrid event has the capacity to wade through a cluttered marketplace, but that it does require strong branding to position itself in the marketplace for competitive advantage.

Marketing across cultures : an investigation into place specific dimensions of service quality in sport

Abstract The purpose of this study was to identify place-specific dimensions of service quality in spectator sport settings and determine if the importance of these dimensions differed across cultures. The study was limited to the soccer industry and involved the collection of responses from identified soccer spectators to a range of items presented in a survey instrument. The survey was distributed to respondents face-to-face on a match day of the club they supported, or mailed to their home address. Responses were obtained from spectators from two clubs from Australia (n=277), one club from the USA (n=199), one club from the Netherlands (n=245) and one federation from Malaysia (n= 100). Based on the findings of a number of authors, six categories of potential place-specific dimensions of service quality in spectator sport settings were created and the research instrument contained a number of items that could be categorised under one of these headings. These categories were Home, Religion, Social facilitation, Sensory, Uncertainty of outcome, and Personal attention. In this thesis it was assumed that place-specific service quality issues are similar for sport spectators of different cultures, although differences in degree of importance of these dimensions (etic approach) were likely to emerge. In other words, although it was expected dimensions per country to be similar, differences in degree of importance of these dimensions were expected. Given the lack of confirmatory statistical evidence pertaining to the specific country samples, it was concluded that differences per country are likely to be more than just differences in degree. Both the overall structure and structures per country could not be confirmed, and hence the conclusion was drawn that differences in nature between the countries were present. In other words, what is a dimension of place-specific service quality in one country is not necessarily a dimension in another country. The results of a content analysis of ‘core component’ structures per country compared with a (full sample) core component structure delivered six components (referred to as place-specific dimensions of service quality) that were defined as Home, Hedonist, Religious follower, Safe atmosphere, Hospitality and Personal Attention. It was found that in most cases the cultural orientation of soccer spectators reflects the cultural orientation of the country as a whole as proposed by Hofstede (1991). However, in line with Huntington (1997), it was also argued that grouping people based on their country of origin as a proxy for their cultural orientation, will increasingly lead to flawed and incomplete research findings. As noted by Yoo etal. (1999), the identification of a person's cultural orientation is likely to deliver more direct results when measured at the individual level In that regard it is concluded that it may seem prudent to view Hofstede's dimensions of culture with increased conceptual scrutiny. Although having been replicated in multiple studies, it becomes increasingly unlikely that Hofstede's dimensions cover the complete spectrum of an individual person's cultural orientation. In conclusion, this study identified that soccer spectators (from a number of clubs) from Australia, the USA, the Netherlands and to a lesser extent Malaysia, perceive a range of place-specific service quality dimensions in spectator spoil settings to be important when visiting a soccer match. Before research into satisfaction with and value of place-specific dimensions of the spectator sport service product is initiated, it is pertinent the identified dimensions are further explored and confirmed in different country (culture) settings. The confusion that still exists about the place of the value concept (in relation to quality and satisfaction), where Holbrook (1994) defines quality as a type of value and Chelladurai and Chang (2000) argue that value is a type of quality, further underpins this necessity. It needs to be clear what are the targets of service quality before this information is integrated in larger holistic research frameworks. In the final section of the thesis a conceptual model for international services marketing research in the sport industry was presented as a first attempt to integrate the findings of this research and other researchers.

Negotiating masculinities via the moral problematization of sport

Researchers have raised concerns about the construction of dangerous/problematic masculinities within sporting fratriarchies1. Yet little is known about how male sport enthusiasts—critical of hypermasculine performances—negotiate their involvement in sport. Our aim was to examine how males negotiated sporting tensions and how these negotiations shaped their (masculine) selves. We drew on Foucault (1992) to analyze how interviewees problematized their respective sport culture in relation to the sexualization of females, public drunkenness and excessive training demands. Results illustrated how the interviewees produced selves, via the moral problematization of sport, that rejected the values or moral codes of hypermasculinity in attempts to create ethical masculinities. We suggest that a proliferation of techniques of self that resist hypermasculine forms of subjection could be one form of ethical response to the documented problems surrounding masculinities and sport.

Football's culture of intoxication : implications for health promotion

Objectives: The objective of this is article is to examine some of the strategies and interventions designed to encourage responsible alcohol consumption within Australian Rules football clubs.
Design: Qualitative research was undertaken with fans of four fans of football teams who compete in the South Australian National Football League (SANFL). In total, 93 interviews were conducted with male (80) and female (13) fans across these clubs. Interview data were thematically analysed with the assistance of the NVIVO software package. To elicit additional insight about the social meanings of drinking, researchers visited football games and a range of social functions.
Results: Analysis of the qualitative data suggests that formal interventions implemented by football clubs often prove ineffectual in encouraging responsible alcohol consumption, with more effective strategies aimed at dissuading heavy drinking being operationalized at an informal level by drinkers themselves through a number of ‘everyday’ or ‘lay’ strategies. Such strategies correspond to the broad analytical categories of ‘keeping safe’, ‘minimising damage’ and ‘taking charge’.
Conclusion: This focus on the role of lay strategies in informing health behaviours makes an important contribution to how we understand health promotion initiatives in relation to harmful drinking in sport and other contexts.

Actively disadvantaged : a foucauldian perspective of rural adolescent girls' participation in sport and physical activity

The illustriousness of sport to Australian culture has often been discussed and in rural communities it could be argued that community sporting clubs are integral, and often unparalleled, in the development of collective community identities and individual subjectivities (Tonts, 2005). Sport is considered a way of life for many rural Australians, yet social, climatic and economic factors have resulted in vast changes to the sporting landscape in rural communities, particularly for adolescent females. With the amalgamation of many community sporting clubs due to declining populations and the rationalisation of Government funding, fewer opportunities for participation in organised physical activity now exist for rural adolescent girls (Tonts & Atherley, 2005). Compounding this lack of opportunity, are questions around the types of physical activity experiences available to rural adolescent females and the impact this has on the way that rural adolescent females construct ideas around being physically active. This paper is concerned with the ways in which prevalent cultural and institutional discourses mediated through community sport and school-based physical activity impact the construction of female physically active subjectivities in rural communities.

Relationships between sport participation, problem alcohol use, and violence: A longitudinal study of young adults in Australia

There is a growing body of evidence suggesting a link between sport participation and violent behavior outside of the sporting context. However, there have been few studies that have investigated the basis of this relationship. The current study examined longitudinal relationships between sport participation, problem alcohol use, and various violent behaviors, and whether sport participation moderates relationships between problem alcohol use and violence. The sample comprised 2,262 young adults (55% female, age range at Time 1 = 17-24 years) from Victoria, Australia, surveyed in 2010 and 2012. When controlling for common risk factors, substance use, and past violence, sport participation was not associated with any violent behaviors 2 years later. However, sport participation moderated the relationship between problem alcohol use and fighting, whereby problem alcohol use was associated with engaging in fights 2 years later for sport participants, but not for nonparticipants. These findings suggest that it is not sport participation per se that influences later violence but the drinking norms or culture embedded within certain sporting contexts. Prevention approaches that address the drinking culture and social approval of excessive alcohol consumption within sporting contexts may reduce the incidence of violent behavior in the community.

Muslim women and sport: participation, consumption, representation

This paper proposes a new framework for approaching Muslim women in sport, beyond the oft-utilised framework of sports development. In preference to a deficit model of sports participation, where marginalized groups and individuals are incorporated into mainstream culture as players of sport, we bring together three domains that remain under-investigated in terms of Muslim women and sport in Australia and internationally – participation, consumption and representation. By shifting the research focus toward the contribution of both active and passive sports participation to fostering pleasure, enjoyment and self-determination for Muslim women, possibilities emerge to expand on the narrow priority formulation and policy fields of ‘ethnicity’ and ‘well-being’ focused on physical health outcomes through which Muslim women and sports-based interventions are commonly framed.