The role of brand marketing in snowboarding: A comparative study of Switzerland and New Zealand

Introduction: Brands play an essential role in the organizational structure of snowboarding by sponsoring athletes, arranging events, contributing to product development and developing long-term partnerships with other key actors. However, the specialities of their role in scene sports, such as creating identities, networking and brand marketing strategies, have not been extensively researched. This study aims to provide an analysis of the function of brands within the snowboarding subculture by comparing how the sport is organized in Switzerland and New Zealand. Sociological theories of subcultures (Hitzler & Niederbacher, 2010) and social networks (Stegbauer, 2008) are used to defi ne the structures of the sport, whereas marketing and branding theories (Adjouri & Stastny, 2006) help to understand the role of the brands. Snowboarding will be defi ned as an alternative sports subculture based on characteristics such as aesthetics, adventure and new resources of performance (Schwier, 2006). Such a defi nition also begs for a novel form of analyzing its organization. Unlike more conventional structures, the organization of snowboarding allows a variety of actors to get involved in leading the sport. By portraying and encouraging differentiated identities and lifestyles, athletes provide a space for other actors to fi nd their place within the sport (Wheaton, 2005). According to Stegbauers network theory, individual actors are able to obtain high positions and defi ne their identity depending on their ties to actors and networks within the subculture (Stegbauer, 2008). For example, social capital, contacts within the sport and insider knowledge on subculture-related information enable actors to get closer to the core (Hitzler & Niederbacher, 2010). Actors who do not have close networks and allies within the subculture are less likely to engage successfully in the culture, whether as an individual or as a commercial actor (Thorpe, 2011). This study focuses on the organizational structure of snowboarding by comparing the development of the sport in Switzerland and New Zealand. An analysis of snowboarding in two nations with diverse cultures and economic systems allows a further defi nition of the structural organization of the sport and explains how brands play an important role in the sport. Methods: The structural organization of the sport will be analyzed through an ethnographic approach, using participant observation at various leading events in Switzerland (Freestyle.ch, European Open) and New Zealand (World Heli Challenge, New Zealand Open, New Zealand Winter Games). The data is analyzed using grounded theory (Glaser & Strauss 1967) and gives an overview of the actors that are playing an important role in the local development of snowboarding. Participant observation was also used as a tool to get inside the sport culture and opened up the possibility to make over 40 semi-structured qualitative expert interviews with international core actors from 11 countries. Obtaining access to one actor as a partner early on helped to get inside the local sport culture. The ‘snowball effect’ allowed the researcher to acquire access, build trust and conduct interviews with experts within the core scene. All the interviewed actors have a direct infl uence on the sport in one or both countries, which permit a cross-analysis. The data of the interviews was evaluated through content analysis (Mayring 2010). The two methods together provided suffi cient data to analyze the organizational structure and discuss the role of brand marketing within snowboarding. Results: An actors mapping by means of a center-periphery framework has identifi ed fi ve main core groups: athletes, media representatives, brand-marketing managers, resort managers and event organizers. In both countries the same grouping of actors were found. Despite possessing different and frequently multiple roles and responsibilities, core actors appear to have a strong common identifi cation as ‘snowboarders’, are considered to be part of the organizational elite of the sport and tend to advocate similar goals. The author has found that brands in Switzerland tend to have a larger impact on the broader snowboarding culture due to a number of factors discussed below. Due to a larger amount of snowboarders and stronger economic power in Europe, snowboarders are making attempts to differentiate themselves from other winter sports, while competing with each other to develop niche markets. In New Zealand, on the other hand, the smaller market enables more cooperation and mutual respect within snowboarders. Further they are more closely linked to other winter sports and are satisfi ed with being lumped together. In both countries, brands have taken up the role of supporting young athletes, organizing competitions and feeding media with subculture-related content. Brands build their image and identity through the collaboration with particular athletes who can represent the values of the brand. Local and global communities with similar lifestyles and interests are being built around brands that share a common vision of the sport. The dominance of brands in snowboarding has enabled them with the power to organize and rule the sport through its fan base and supporters. Brands were defi ned by interviewees as independent institutions led by insiders who know the codes and symbols of the sport and were given trust and credibility. The brands identify themselves as the engines of the sport by providing the equipment, opportunities for athletes to get exposure, allowing media to get exclusive information on activities, events and sport-related stories. Differences between the two countries are more related to the economic system. While Switzerland is well integrated in the broader European market, New Zealand’s geographical isolation and close proximity to Australia tends to limit its market. Further, due to different cultural lifestyles, access to resorts and seasonal restrictions, to name a few, the amount of people practicing winter sports in New Zealand is much smaller than in Switzerland. However, this also presents numerous advantages. For example, the short southern hemisphere winter season in New Zealand enables them to attract international sports athletes, brands and representatives in a period when Europe and North America is in summer. Further, the unique snow conditions in New Zealand and majestic landscape is popular for attracting world renowned photo- and cinematographers. Another advantage is the less populated network as it provides the opportunity for individuals to gain easier access to the core of the sport, obtain diverse positions and form a unique identity and market. In Switzerland, on the other hand, the snowboarding network is dense with few positions available for the taking. Homegrown brands with core recognition are found in both countries. It was found that the Swiss brands tend to have a larger impact on the market, whereas in New Zealand, the sport is more dependent on import products by foreign brands. Further, athletes, events and resorts in New Zealand are often dependent on large brand sponsorships from abroad such as from brand headquarters in the Unites States. Thus, due to its location in the centre of Europe, Swiss brands can take advantage of brands which are closer in proximity and culture to sponsor athletes and events. In terms of media coverage, winter sports in New Zealand tend to have a minor coverage and tradition in local mass media, which leads to less exposure, recognition and investment into the sport. This is also related to how snowboarding is more integrated into other winter sports in New Zealand. Another difference is the accessibility of the ski resort by the population. While in Switzerland the resorts are mostly being visited by day-travelers, ‘weekend warriors’ and holiday makers, the location of the resorts in New Zealand make it diffi cult to visit for one day. This is in part due to the fact that Swiss ski resorts and villages are usually the same location and are accessible through public transportation, while the ski resorts in New Zealand have been built separately from the villages. Further, the villages have not been built to accommodate to high tourist arrivals. Thus, accommodation and food facilities are limited and there is a lack of public transportation to the resorts. Discussion: The fi ndings show that networks and social relations combined with specifi c knowledge on scene-related attributes are crucial in obtaining opportunities within the sport. Partnerships as well as competition between these different actors are necessary for core acceptance, peer credibility and successful commercial interests. Brands need to maintain effective marketing strategies and identities which incorporate subcultural forms of behavior and communication. In order to sustain credibility from its fans, athletes and other snowboarding actors, brands need to maintain their insider status through social networks and commercial branding strategies. The interaction between all actors is a reciprocated process, where social capital, networks and identities are being shared. While the overall structure of snowboard subcultures in Europe and New Zealand are similar, there are some distinct characteristics which make each one unique. References Adjouri, N. & Stastny, P. (2006). Sport-Branding: Mit Sport-Sponsoring zum Markenerfolg. Wiesbaden: Gabler. Glaser, B. & Strauss, K. (1967). The discovery of grounded theory: Strategies for qualitative research. Chicago: Aldine. Hebdige, D. (2009). Subculture; The meaning of style. New York: Routledge. Hitzler, R. & Niederbacher, A. (2010). Leben in Szenen: Formen juveniler Vergemeinschaftung heute. Wiesbaden: Verlag für Sozialwissenschaften. Mayring, P. (2010). Qualitative Inhaltsanalyse: Grundlagen und Techniken. Weinheim: Beltz. Schwier, J. (2006). Repräsentationen des Trendsports. Jugendliche Bewegungskulturen, Medien und Marketing. In: Gugutzer, R. (Hrsg.). body turn. Perspektiven der Soziologie des Körpers und des Sports. Bielefeld: transcript (S. 321-340). Stegbauer, C. (2008). Netzwerkanalyse und Netzwerktheorie. Ein neues Paradigma in den Sozialwissenschaften. Wiesbaden: VS Verlag für Sozialwissenschaften. Thorpe, H. (2011). Snowboarding bodies in theory and practice. Basingstoke: Palgrave Macmillan. Wheaton, B. (2005). Understanding lifestyle sports; consumption, identity and difference. New York: Routledge.

Die Rolle der kommerziellen Akteure im Snowboardsport

Im Snowboardsport spielen kommerzielle Akteure für die informelle Organisation und das Funktionieren der Sportart eine bedeutende Rolle. Der Sport wird meist unabhängig von Vereinen und Verbänden in lokalen Gruppen von Gleichgesinnten betrieben und besitzt im Gegensatz zu klassischen Sportarten eine alternative Organisationsstruktur. Die kommerziellen Akteure springen in diese Lücke und versuchen mit Wettbewerben, Showevents und Snowparks Treffpunkte und Inhalt für Szeneanhänger zu kreieren. Sie liefern ästhetisches Film- und Bildmaterial, sowie zugeschnittene Produkte, um Medienpräsenz zu erhalten und die Anzahl Interessierte zu steigern. Sie sehen sich als «Motoren der Sportart» und engagieren sich mit kommerziellem Hintergrund um die organisationale Entwicklung des Sports. Sie treten als Sponsoren auf, wobei sie Partnerschaften mit ausgewählten Akteuren innerhalb des Szenekerns bilden, welche eine hohe Glaubwürdigkeit bei den Szeneanhängern besitzen. Zusammen inszenieren sie Werte und Normen der Sportkultur und übermitteln diese mit szeneaffinen Medien. Dies führt zur These, dass durch das Sponsoring und Branding von Athleten sowie der Organisation von Wettbewerben und Showevents die kommerziellen Akteure einen direkten Einfluss auf die Genese der Sportart besitzen. Dabei interessiert die Art und Weise, wie die kommerziellen Akteure innerhalb der Snowboardzene Beziehungen knüpfen, Identitäten schaffen und einflussreiche Positionierungen einnehmen und wahren können. Aufbauend auf dem Szenemodell von Hitzler und Niederbacher (2010) wird mit einem Kern-Peripherie-Modell der Szenekern analysiert, wobei das soziale Wissen und die sozialen Kontakte die Positionierung bestimmen. Die Partnerschaften zwischen den Akteuren aus dem Szenekern haben eine hohe gemeinsame Identifikation und verfolgen gemeinsame strategische Ziele. Sie bilden ein soziales Netzwerk von Individuen, wobei die verschiedenen Beziehungen das Funktionieren der Organisationselite bestimmen. In der ethnographischen Studie wurden teilnehmende Beobachtung an zwei europäischen und drei neuseeländischen Events betrieben, welche nach der «Grounded Theory» von Glaser und Strauss (1967) ausgewertet wurden. Darauf aufbauend und vertiefend wurden über 40 Experteninterviews mit Szenekernakteuren aus elf Ländern zur Datengewinnung betrieben. Die teilstandardisierten Gespräche wurden mit der «Inhaltsanalyse» von Mayring (2010) ausgewertet. Die Ergebnisse zeigen, dass die kommerziellen Akteure durch Sponsoring- und Brandingaktivitäten sowie Medienpräsenz die Entwicklung der Sportart prägen. Sie teilen ihr soziales Netzwerk mit ihren Partnern und ermöglichen den einzelnen Akteuren die Inklusion in einen selektiven und exklusiven Kreis von Akteuren, welches ihnen eine privilegierte Positionierung innerhalb der Szene garantiert. Der Image- und Wissenstransfer, welcher zwischen den Akteuren aufgebaut wird, stützen Ansehen, Authentizität und Glaubwürdigkeit der involvierten Akteure innerhalb der Szene. Die von den kommerziellen Akteuren unterstützte Athleten, Events und Resorts bekommen in szeneaffinen Medien Präsentationsplattformen, in welchen Produkte und Markenlogos inszeniert werden. Prestige, Status, soziale Kontakte sowie Zugang zu lukrativen und szenennahen Wettbewerben lassen die Akteure des Snowboardszenekerns mit den in der Szene respektierten kommerziellen Akteuren Partnerschaften bilden. Das Netzwerk und die Positionierung innerhalb des Szenekerns ermöglichen den kommerziellen Akteuren einen privilegierten Zugang zur Organisation des Snowboardsports. Literatur Glaser, B. & Strauss, K. (1967). The discovery of grounded theory: Strategies for qualitative research. Chicago: Aldine. Hitzler, R. & Niederbacher, A. (2010). Leben in Szenen: Formen juveniler Vergemeinschaftung heute. Wiesbaden: VS Verlag. Mayring, P. (2010). Qualitative Inhaltsanalyse: Grundlagen und Techniken. Weinheim: Beltz.

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

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

„Mönch und Jungfrau“ Eine Diskurs- und Dispositivanalyse zur medialen Konstruktion abweichender Geschlechtlichkeit der südafrikanischen 800 Meterläuferin Caster Semenya

Einleitung Die mediale Debatte um das Geschlecht der südafrikanischen 800 Meterläuferin Casta Semenya entbrannte in dem Moment, in dem die Athletin im Finale der Leichtathletik Weltmeisterschaften in Berlin am 19. August 2009 als erste über die Ziellinie lief. Ihr Sieg war begleitet von vielseitig öffentlich geäusserten Zweifeln an ihrer Zuordnung zur weiblichen Geschlechterkategorie. und damit ihrem Recht, mit Frauen in sportlichen Wettstreit zu treten. Die International Association of Athletics Federations (IAFF) forderte für die Anerkennung der gewonnen Goldmedaille einen sogenannten Geschlechtertest (gender verification test). Theorie, Fragestellung und Methode Aus sozialkonstruktivistischer (Berger & Luckmann) poststrukturalistischer (Foucault) sowie gender und postkolonialer (Butler; Hall; Spivak) Perspektive, wird durch den diskursanalytischen Ansatz (Jäger) aufgezeigt, wie eine mögliche Intersexualität der nicht weissen, südafrikanischen Läufer_in Casta Semenya im hegemonialen Diskurs deutsch-schweizerischer Printmedien verhandelt wurde. Eine zentrale Fragestellung ist, wie der Körper als deviant konstruiert wurde und welche Diskursverschränkungen eine Pluralisierung und Diversifizierung hätten nahelegen können, jedoch zu der gänzlichen Infragestellung des als abweichend rezipierten Körpers und seiner legitimen Existenz im leistungssportlichen Kontext führte. Im Zusammenhang mit der Fragestellung werden empirisch Befunde zu intersektioneller Überlagerungen der Differenzkategorien, Geschlecht, Ethnizität und Sexualität vorgestellt. Ergebnisse und Diskussion In der abschliessenden Diskussion wird durch eine theoriegeleitete Kontextualisierung aufgezeigt, wie die verschränkten Kategorien Geschlecht, Ethnizität und Sexualität den nicht weissen, Körper als spektakulär Anderen konstituierten (Gilman). Am Beispiel des vielfältig verschränkten Diskurses zu Casta Semenya wird in Rückbezug auf postkoloniale Theorien gezeigt, wie an hegemonialen westlichen Normen eines weissen weiblichen Sportkörpers das „Othering“ des vermeintlich devianten Körper vollzogen wird (Coleman-Bell; Hall). Deutlich wird am Ende, dass nicht nur das binäre, geschlechterdifferenzierende Modell des Sports im Diskurs rekonsolidiert wurde, sondern vor allem auch die Postulate der Natürlichkeit, Fairness und Chancengleichheit des Leistungssports.

„Mönch und Jungfrau“. Eine Diskurs- und Dispositivanalyse zur medialen Konstruktion abweichender Geschlechtlichkeit der südafrikanischen 800 Meterläuferin Caster Semenya

Einleitung: Die mediale Debatte um das Geschlecht der südafrikanischen 800 Meterläuferin Casta Semenya entbrannte in dem Moment, in dem die Athletin im Finale der Leichtathletik Weltmeisterschaften in Berlin am 19. August 2009 als erste über die Ziellinie lief. Ihr Sieg war begleitet von vielseitig öffentlich geäusserten Zweifeln an ihrer Zuordnung zur weiblichen Geschlechterkategorie. und damit ihrem Recht, mit Frauen in sportlichen Wettstreit zu treten. Die International Association of Athletics Federations (IAFF) forderte für die Anerkennung der gewonnen Goldmedaille einen sogenannten Geschlechtertest (gender verification test). Theorie, Fragestellung und Methode Aus sozialkonstruktivistischer (Berger & Luckmann) poststrukturalistischer (Foucault) sowie gender und postkolonialer (Butler; Hall; Spivak) Perspektive, wird durch den diskursanalytischen Ansatz (Jäger) aufgezeigt, wie eine mögliche Intersexualität der nicht weissen, südafrikanischen Läufer_in Casta Semenya im hegemonialen Diskurs deutsch-schweizerischer Printmedien verhandelt wurde. Eine zentrale Fragestellung ist, wie der Körper als deviant konstruiert wurde und welche Diskursverschränkungen eine Pluralisierung und Diversifizierung hätten nahelegen können, jedoch zu der gänzlichen Infragestellung des als abweichend rezipierten Körpers und seiner legitimen Existenz im leistungssportlichen Kontext führte. Im Zusammenhang mit der Fragestellung werden empirisch Befunde zu intersektioneller Überlagerungen der Differenzkategorien, Geschlecht, Ethnizität und Sexualität vorgestellt. Ergebnisse und Diskussion In der abschliessenden Diskussion wird durch eine theoriegeleitete Kontextualisierung aufgezeigt, wie die verschränkten Kategorien Geschlecht, Ethnizität und Sexualität den nicht weissen, Körper als spektakulär Anderen konstituierten (Gilman). Am Beispiel des vielfältig verschränkten Diskurses zu Casta Semenya wird in Rückbezug auf postkoloniale Theorien gezeigt, wie an hegemonialen westlichen Normen eines weissen weiblichen Sportkörpers das „Othering“ des vermeintlich devianten Körper vollzogen wird (Coleman-Bell; Hall). Deutlich wird am Ende, dass nicht nur das binäre, geschlechterdifferenzierende Modell des Sports im Diskurs rekonsolidiert wurde, sondern vor allem auch die Postulate der Natürlichkeit, Fairness und Chancengleichheit des Leistungssports.