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Abstract
This research explored how gender-based learning theories surfaced in spectators' motives for and perceptions of attending baseball games. The research also compared interest in baseball by men and women, based on stadium attendance of games, extent of following baseball via mass media, and focus of attention during games. Literature on sports spectatorship depicts the quintessential “fan” as male, and gender-based learning theories support that portrayal. Some studies, however, have shown a strong interest in baseball by women.
During the 1998 baseball season, 1,074 spectators were surveyed at Sioux City Explorers and Omaha Royals' games. Follow-up phone interviews were conducted with 30 of those spectators. A variety of statistical procedures were used to analyze data from the stadium survey, and a qualitative analysis of the phone interviews provided conceptual support.
Results show that men's and women's approach to and interest in baseball reflected traditional gender-based learning styles and behavior. During the game, men paid more attention to the field action. Women paid more attention to friends and family who accompanied them and to activities of the surrounding crowd. Women were more apt than men to attend games with their spouse or significant other. Women attended as many games as men, but men were significantly greater consumers of baseball through mass media. Overall, men's behavior was directed toward the “abstract” community of fans, while the actions of women were directed toward the “concrete” community of significant others.
For both genders, age was a significant predictor of extent of baseball spectatorship through stadium attendance and mass media. Older people watched and listened to baseball more than younger people. Those who attended their first professional game at a young age were more likely to have a favorite baseball team.
Results of this study could be useful to professional baseball organizations in developing marketing strategies. Future analyses of differences in baseball interest should be based on more than gender. Such analyses should include as variables socio-economic, cultural, and ethnic backgrounds.
