The role of commercial actors in snowboarding

Commercial actors play an essential role in the organisational structure of snowboarding by sponsoring athletes, arranging events, contributing to product development and developing long-term partnerships with other key actors. However, the particularities of their role in the alternative sports cultures which are related to brand marketing strategies have not been extensively researched. Based on Hitzler and Niederbachers (2010) framework of social scenes, Stegbauers (2008) social network and Adjouri and Stastnys (2006) branding theories, analysis is carried out using an ethnographic approach. This includes participant observation of relevant events and semi-structured interviews with over forty key actors of the sport to examine the roles and activities of core actors within snowboarding. The findings reveal that brands have gained an important position within the scene; where they can build partnerships with other core and periphery actors in order to market particularly identities, lifestyles and products. This contributes to the development of a sport which is dependent on brands for its continuity. By using promotional strategies of sponsoring athletes, organising events and feeding media with scene-related content, the aesthetical values of the snowboarding sport are communicated and transferred, while ensuring exposure of the brand’s image and lifestyle. Social contacts as well as knowledge on particularities of the sport allow the commercial actors to gain an influential position and identity within the snowboarding core culture. Keywords: commercial actors, alternative sport cultures, social networks, brands, snowboarding References Adjouri, N. & Stastny, P. (2006). Sport-Branding: Mit Sport-Sponsoring zum Markenerfolg. Wiesbaden: Gabler. Hitzler, R. & Niederbacher, A. (2010). Leben in Szenen: Formen juveniler Vergemeinschaftung heute. Wiesbaden: VS Verlag für Sozialwissenschaften. Stegbauer, C. (2008). Netzwerkanalyse und Netzwerktheorie. Ein neues Paradigma in den Sozialwissenschaften. Wiesbaden: VS Verlag für Sozialwissenschaften.

Volunteering in sport clubs

Volunteers are the most important resource for non-profit sport clubs seeking to bolster their viability (e.g. sporting programs). Although many people do voluntary work in sport clubs, stable voluntary engagement can no longer be granted. This difficulty is confirmed by existing research across various European countries. From a club management point of view, a detailed understanding of how to attract volunteers and retain them in the long term is becoming a high priority. The purpose of this study is (1) to analyse the influence of individual characteristics and corresponding organisational conditions on volunteering in sports clubs as well as (2) to examine the decision-making processes in relation to implement effective strategies for recruiting volunteers. For the first perspective a multi-level framework for the investigation of the factors of voluntary engagement in sports clubs is developed. The individual and context factors are estimated in different multi-level models based on a sample of n = 1,434 sport club members from 36 sport clubs in Switzerland. Results indicate that volunteering is not just an outcome of individual characteristics such as lower workloads, higher income, children belonging to the sport club, longer club memberships, or a strong commitment to the club. It is also influenced by club-specific structural conditions; volunteering is more probable in rural sports clubs whereas growth-oriented goals in clubs have a destabilising effect. Concerning decision-making processes an in-depth analysis of recruitment practices for volunteers was conducted in nine selected sport clubs (case study design) based on the garbage can model. Results show that the decision-making processes are generally characterised by a reactive approach in which dominant actors try to handle personnel problems of recruitment in the administration and sport domains through routine formal committee work and informal networks. In addition, it proved possible to develop a typology that deliver an overview of different decision-making practices in terms of the specific interplay of the relevant components of process control (top-down vs. bottom-up) and problem processing (situational vs. systematic). Based on the findings some recommendations for volunteer management in sport clubs are worked out.

Transgressive sporting bodies - A theoretical and critical dicourse analysis of the representation of Caster Semenya in Swiss print media

A debate about Caster Semenya's female sex began shortly after the South African runner won gold in the women’s 800m final at the 2009 Athletic World Championships held in Berlin. Her victory was disputed through questions about her right to compete as a ‘woman’, with the International Association of Athletics Federation (IAAF) announcing she would be required to undergo a gender verification test before her victory could be confirmed. Using the theoretical frame of social constructionism (Berger & Luckmann), poststructuralism (Foucault), gender- and postcolonial theories (Butler; Hall; Spivak) and the methodology of critical discourse analysis (Jaeger), the paper explores the way the possible intersexuality of Caster Semenya was contextualised in mainstream Swiss German-language print media. The analyses will firstly look at the way in which Caster Semenya was constructed as a ʻfallen hero’ and stigmatised as a double-dealer and unacceptable deviant body. The rumours amongst athletes and commentators became news in the media, which focused on descriptions of her habitus, her muscular body and her deep voice. Through theoretical discussion the paper argues that the media response to Caster Semenya exemplifies Butler’s claim that the discursive framework of gender constructs and naturalises sex. A key question is therefore whether the designation of deviant bodies to a ʻfield of deformation’ (Butler) works to pluralise the field of gender, or rather, as Butler suggests, it tends that those bodies might call into questions. The final part of the paper discusses how gender, ethnicity and sexuality combine to constitute the black female sporting body as a spectacle of otherness. It is evident that this otherness is made manifest through the function of those bodies as a site of transgression, as the boundary between male and female, and often as the boundary between culture and nature (Hall). Using the example of the controversy surrounding Caster Semenya, this paper aims to demonstrate how the post/colonial white female body is reproduced by western norms of gender, sexuality, beauty and sporting behaviour, in the sense of a feminine sporting genderperformance. The media controversy will be also read through the lens of the globalisation of certain ideas of normative bodies, sex, ethnicity and gender and the challenge of changing stereotypes through transgression. Keywords: gender- and postcolonial theories, discourse analysis, print media, Caster Semen-ya, deviant body, ethnicity, intersexuality

The impact of structural conditions in communes on sports behaviour of adolescents and young adults in Switzerland

Young peoples’ sport activity in Switzerland differs considerably depending on the linguistic region (Lamprecht, Fischer, & Stamm, 2008). This appears to be based on cultural as well as on structural differences. The question then arises how differing structural conditions in communes (e.g. sport facilities, significance of the municipal promotion of sport) across different linguistic regions of Switzerland cause variation in sport behaviour. Based on the theory of social action (Coleman, 1990), it is assumed that individual behaviour is not only determined by individual but also by structural and socio-cultural factors in which a person is socially embedded. In two case studies, multilevel data was gathered analysing possible influences of structural factors on sports behaviour. Using an online survey, 15 to 25 year old inhabitants (N = 205) living in a German and French speaking commune were questioned about their sports participation in and outside of their commune, as well as their perception of sport-related structural characteristics in their commune. To collect information about communes’ sport facilities, the sport providers (N = 23) were interviewed. Sport-related characteristics of the communes were also collected through two interviews with representatives of the municipal administration. As expected, sport participation is significantly lower in the French speaking commune (Chi2 (1, N = 205) = 3.84, p < .05). Adolescents and young adults living in the French speaking commune are less satisfied with the sport infrastructure (F(1,135) = 9.65, p < .01) and evaluate the opportunities to be physically active in their commune significantly worse (F(1,144) = 15.33, p < .01) than their German-speaking counterparts. These first findings show the impact of structural conditions in communes on sport participation of adolescents and young people. However, it must be noted that this study is explorative and further communes would need to be examined in order to generalize the results. References Coleman, J. S. (1990). Foundations of social theory. Cambridge, MA: Belknap. Lamprecht, M., Fischer, A. & Stamm, H. (2008). Sport Schweiz 2008. Das Sportverhalten der Schweizer Bevölkerung. Magglingen: BASPO.

The impact of structural conditions in communes on physical activity and sports behaviour of adolescents and young adults in Switzerland

Introduction The physical activity of the Swiss population differs considerably depending on the linguistic region. German speakers are more often physically active than people living in the French- or Italian-speaking part of Switzerland (Stamm & Lamprecht, 2008). This study analyses how differing structural conditions in communes (e.g. sport facilities, significance of the municipal promotion of sport) across different linguistic regions of Switzerland correlate with physical activity and sports participation for adolescents and young adults. Methodological approach Based on the theory of social action (Coleman, 1990), it is assumed that individual behaviour is not only determined by individual but also by structural and socio-cultural factors in which a person is socially embedded. In two case studies, multilevel data was gathered analysing possible influences of structural factors on sports behaviour. Using an online survey, 15 to 25 year old inhabitants (N = 205) living in a German- and French-speaking commune were questioned about their sports participation in and outside of their commune, as well as their perception of sport-related structural characteristics in their commune. To collect information about communes’ sport facilities, the sport providers (N = 23) were interviewed. Sport-related characteristics of the communes were also collected through two interviews with representatives of the municipal administration. Results and discussion Physical activity is significantly higher (Chi2 (1, N = 183) = 4.78, p < .05) and sport participation is significantly lower in the French speaking commune (Chi2 (1, N = 205) = 3.84, p < .05). Adolescents and young adults in the French speaking commune (M = 3.15, SD = 1.23) are less satisfied with the opportunities to be physically active in the environment than their counterparts living in the German speaking commune (p < .001, Mann-Whitney U – test). These first findings show the impact of structural conditions in communes on physical activity and sport participation of adolescents and young people. However, it must be noted that this study is explorative and further communes would need to be examined in order to generalize the results. References Coleman J S (1990). Foundations of social theory. Belknap, Cambridge, MA. Stamm H, Lamprecht M (2008). EJSS, 8(1+2), 15-29.

Sportliche Aktivität als soziales Handeln – ein theoretisch-methodischer Ansatz

Nach wie vor ist nicht hinreichend geklärt, warum soziale Ungleichheiten im Sport be-stehen und bestimmte Bevölkerungsgruppen (z.B. Menschen mit Migrationshinter-grund oder geringem Bildungsniveau) nur relativ selten sportaktiv sind. Zur Erklärung dieses Phänomens scheinen insbesondere sozio-kulturelle (z.B. sportbezogene Wert-vorstellungen) und strukturelle Faktoren (z.B. adäquate Sportangebote) relevant zu sein, welchen den Zugang zum Sport begünstigen oder behindern. Arbeiten zur sozia-len Ungleichheit im Sport, sozialisationstheoretische Ansätze oder sozial-ökologische Ansätze der Public Health-Forschung berücksichtigen zwar diese sozialen Faktoren, sie gehen jedoch nicht auf spezifische Wirkmechanismen zum Zusammenhang von Struktur- und Handlungsebene ein und die theoretisch konzipierten Mehrebenenmo-delle werden empirisch nur ansatzweise umgesetzt. Ziel des Beitrages ist es, einen Überblick vorliegender Ansätze zur Sportpartizipation zu geben, um ausgehend davon einen eigenen theoretisch-methodischen Ansatz vorzustellen. Mit Hilfe eines akteurtheoretischen Zugangs werden strukturelle Einflussfaktoren der Sportpartizipation systematisiert und ihr Einfluss auf sportbezogenes Handeln im Sin-ne der „Logik der Situation“ und der „Logik der Selektion“ spezifiziert (Schimank, 2010). Sportbezogene Kontextbedingungen werden als Gelegenheits- und Opportuni-tätsstruktur, als kultureller sowie sozialer Bezugsrahmen konzeptualisiert, die gewis-se Anreize schaffen („Logik der Situation“) und gemäß individueller Präferenzen und Prioritäten („Logik der Selektion“) zu Parametern individuellen (sportiven) Handelns werden können.. Je nachdem ob es sich bei diesen Handlungswahlen um die Auf-nahme oder Aufrechterhaltung einer Sportaktivität handelt, können andere Akteurmo-delle relevant sein. Die sozio-kulturellen Einflussfaktoren werden als Deutungsstruk-turen konzeptualisiert. Mit Blick auf das methodische Design erfordert die Mehrebe-nenperspektive die Berücksichtigung von individuellen und strukturellen Faktoren, die in Fallstudien auf kommunaler Ebene erfasst werden. Dazu ist eine typenbezogene Auswahl an Kommunen zu treffen. Zur Analyse sozio-kultureller Einflussfaktoren sol-len strukturähnliche Kommunen (bzgl. Einwohnerzahl, Sportförderstrukturen, usw.) mit unterschiedlichem kulturellem Hintergrund (z.B. französisch- vs. deutschsprachi-ge Schweiz) und zur Untersuchung von strukturellen Einflussfaktoren sollen Kommu-nen mit unterschiedlichen Strukturbedingungen innerhalb eines Sprachraumes aus-gewählt werden. Die Komplexität der Fragestellung legt eine Verknüpfung von quali-tativen und quantitativen Methoden nahe sowie eine statistische Auswertung mittels Mehrebenenanalysen. Literatur Schimank, U. (2010). Handeln und Strukturen. Einführung in die akteurtheoretische Soziologie. Weinheim: Juventa.

Zur Bedeutung soziokulturell geprägter Wertvorstellungen für die Sportpartizipation Jugendlicher und junger Erwachsener - eine explorative Untersuchung anhand des Habitus-Ansatzes

Einführung: In der Schweiz bestehen zwischen den verschieden Sprachregionen Unterschiede in der Sportpartizipation (Lamprecht, Fischer, & Stamm, 2014). In der italienisch- und französischsprachigen Schweiz wird weniger häufig Sport getrieben als in der Deutschschweiz. Diese sprachregionalen Unterschiede im Sportverhalten sind mit denjenigen der europäischen Nachbarländer vergleichbar. In den nordischen und westlichen Ländern wurde im Vergleich zu den östlichen und südlichen Ländern in Europa wiederholt eine höhere Sportpartizipationsrate aufgezeigt (European Commission, 2014). Zur Erklärung werden insbesondere soziokulturelle Faktoren als begünstigende oder behindernde Einflussfaktoren für den Zugang zum Sport diskutiert. Theoretischer Ansatz: Zur Erklärung des Sportverhaltens wird der praxeologische Ansatz des Habitus (Bourdieu, 1976) verwendet. Das theoretische Konzept des Habitus stellt ein historisch und kulturell variierendes Konstrukt dar, welches eine dynamische Vermittlerrolle zwischen der gesellschaftlichen Struktur- und der subjektiven Handlungsebene einnimmt. Der Habitus erfasst ein dauerhaftes Ensemble von Denk-, Wahrnehmungs- und Handlungsschemata, die gesellschaftlich bedingt sind und die individuellen Handlungen sowie die (Sport-)Praxis beeinflusst. Mit diesem kulturtheoretischen Ansatz von Bourdieu sollen die individuellen Wert- und Deutungsmuster bezüglich Sport und Bewegung, Körper, Gesundheit sowie Freizeit erfasst werden. Methodisches Vorgehen: Um die bewegungs- und körperbezogenen Deutungsstrukturen im Sinne von sportbezogenen Wertvorstellungen, Denk- und Wahrnehmungsschemata im Kontext sportlichen Handelns zu untersuchen, werden in der Deutsch- und Westschweiz wohnhafte sportlich aktive sowie inaktive Jugendliche und junge Erwachsene im Alter von 16 bis 24 Jahren mittels eines halbstrukturierten Interviews zu ihrer eigenen Sportpraxis sowie ihrer persönlichen Einstellung zu Sport, Bewegung, Körper, Gesundheit und Freizeit befragt. Zur Auswertung wird eine rekonstruktive Sozialforschungsmethode, diejenige der dokumentarischen Methode (Bohnsack, 2013) angewendet, da diese auf die Rekonstruktion von Habitusformen abzielt. Ergebnisse und Diskussion: Es können verschiedene sportbezogene Wertvorstellungen, Denk- und Wahrnehmungsschemata aufgezeigt werden, die mit der habituellen Sportpraxis zusammenhängen z.B. der Stellenwert des Sports d.h. inwiefern Sport als Bestandteil des Lebens oder als Teil der eigenen (körperlichen) Identität wahrgenommen wird. Zudem ist das Ziel der dokumentarischen Analyse aufgrund der bewegungs- und körperbezogenen Deutungsstrukturen unterschiedliche Habitustypen im Kontext des Sports aufzuzeigen. Soziokulturell geprägte Wertvorstellungen könnten einen Beitrag zur Erklärung der unterschiedlichen Sportpartizipationsraten in den verschiedenen Sprachregionen der Schweiz leisten. Da es sich um eine explorative Studie handelt, sind zur Verallgemeinerung der Befunde weitere Studien notwendig. References: Bohnsack, R. (Hrsg.). (2013). Die dokumentarische Methode und ihre Forschungspraxis: Grundlagen qualitativer Sozialforschung (3., aktual. Aufl.). Wiesbaden: Springer VS. Bourdieu, P. (1976). La distinction: Critique sociale du jugement. Le sens commun. Paris: Les Éditions de Minuit. European Commission. (2014). Sport and physical activity: Report. Special Eurobarometer: Vol. 412. Brussels: European Commission. Lamprecht, M., Fischer, A., & Stamm, H. (2014). Sport Schweiz 2014. Magglingen: Bundesamt für Sport BASPO.

What does professionalisation mean? Perceptions of professionalisation in swiss sport federations

Introduction: Organisational changes in sports federations are often associated with a drift from a volunteer driven to an increasingly business-like phenomenon (Shilbury & Ferkins, 2011). This process of transfor-mation is be called as “professionalization”. Accordingly, professionalization seems to be an appropriate strategy for sport organisations in order to meet organizational pressure due to challenges of a more complex and dynamic changing environment adequately. Despite the increasing research interest and the attempts for systematization on the phenomenon of professionalization it still remains unclear what does the term professionalization exactly mean (Dowling et al., 2014). Thus, there is a lack of a consistent concept of professionalization that is needed in order to explore different facets and perspectives of this phenomenon more validly. Against this background following question emerged: What is the suitable concept of professionalization for analyzing the actual ongoing processes of change, adaption or transformation in sport federations? Methods: Dealing with this question, following two-step approach was choosen: (1) In a first step a scholar’s perspective at professionalisation of sport organisations will be displayed in order to explore both the common ground as well as divergences and inconsistencies in previous approaches. Therefore, a literature review is indicated. (2) In a second step, and in contrast to previous studies we will consider a practical point of view by a so called second-order observation of experts to gain valuable insights into current thinking and acting towards professionalization in sport federations. In doing so, a hermeneutical approach is used, which is about understanding the meaning of contexts by grasping the everyday world, and draw insight and meaning from it (Shilbury et al., 2013). Accordance with hermeneutics, the explorative interpretive knowledge of expert interviews was used. The interviews were conducted with a sample of six selected experts, who have both dedicated insider knowledge and the overall view of all Swiss sport federations. Results and discussion: The summaries of literature review could be categorized into two research currents. The one defines professionalization as a structural process towards professional status of occupations. The other defines it in a broader sense as an organisational change towards a business-like approach. Whereas the first perspective there is a broad scientific consensus that second isn’t that clear, however. Explorative analysis of interview data reveals different themes in relation to professionalization of sports federation. First theme deals with a changed philosophy as more strategic alignment towards for-profit, efficiency and quality orientation. Second theme refers to paid work associated with more competence orientation and balanced governance between paid and voluntary work. Third theme deals with acting shift towards more rationalization and efficiency by implementation of innovative management and communication tools. Based on findings of both our review of scholar`s perspective as well insights from experts we will provide – in the sense of synthesis – a more clear understanding of what does professionalization mean that can be useful in terms of further studies. References: Dowling, M., Edwards, J. & Washington, M. (2014). Understanding the concept of professionalisation in sport management research. Sport Management Review, 17 (4), 520–529. Shilbury, D., Ferkins, L. & Smythe, L. (2013). Sport governance encounters: Insights from lived experiences. Sport Management Review, 16,349–363. Shilbury, D., & Ferkins, L. (2011). Professionalisation, sport governance and strategic capability. Managing Leisure, 16, 108–127.