1

SPORT4030

RESEARCH PROJECT REPORT

Do you feel that Role models have a significant and inflectional part to playwithin participation in today’s society?

A case study of 18-25 year olds in the University of Cumbria .

Lorna Gallacher

2

Contents

Introduction.

Methodology.

Analysis.

Discussion.

Conclusion.

Bibliography.

3

Appendices

Introduction This research project investigates role models and how they play a significant

and inflectional part to play within participation, Role modelcan be defined as

`an individual who is exemplary or worthy of identification orimitation`.(Guest and Cox, 2009).

Those by which are in the media eye, and are considered as `celebrity athletes` are

influential characters within society, and therefore holds great responsibility.` popularity of

sporting heroes goes hand in hand not only with intense competition in the mass media, the

aggressive marketing strategies of the advertising industry and he commercialisation of

sport as well as sportsmen and women, but also with young people’s longing for someone

To identify with`(Lines 2003).

This therefore suggests that they are inspiring characters that People can identify with and

look up to, which then leads to speculation upon behaviour of These athletes, and argue

that behaving appropriately is part of their job role.

4

In addition to this, as the media is expanding, it seems to have only increased speculation

Further into following the athletes waiting for them to `slip`up. A line (2003) expresses his

Views on the matter as it becomes more of a topic that people are talking about, and

Speculating;` The notion of the impeccable sporting hero becomes increasingly difficult

To maintain in a media culture that thrives on scandal and sensationalism“. This reinforces

The fear that the media is having too much of an influence into the perceived role models in

Sport and therefore how society portrays them, which in turn,are teaching our next

Athletes the same bad traits.

This research project will look further into this and investigate how people perceive these

Athletes and whether they provide inspiration and effect upon participation, and the

Problems that are faced alongside this.

Moreover, Due to the practicalities of access of participants,the primary research for this

Investigation will focus on students of the University of Cumbria, between the ages of 18 to

25. The group chosen will also be beneficial with regards to the topic, as the majority of the

5

group are sports students and have a good knowledge as well asstrong views on the

Matters, as well as having role models that have inspired themthrough growing up in

sports.

6

METHODOLOGYFor this investigation, primary research was done through a select of mixing methods, by

which Include Triangulation and Facilitation. Olsen (2004) defines Triangulation as “the

Mixing of data or Methods so that diverse viewpoints or standpoints cast a light upon a

topic.” In addition, throughout this study, Facilitation is the use of the questionnaire to

Outline as well as expanding on the topics preparing for the focus group, which will be in

more depth. The purpose of handing out Questionnaires were to fit into the rationale for

The target population (Please see Appendix 1 for full Questionnaire). It focused on their

views on participation and whether people still have role models and the significance of

Them, and to start thinking deeper into things, leading up to the focus group.

Questionnaires are “a series of questions in a standardised format” (Gratton &

Jones,2004). Questionnaires fit into such investigations as they are easily accessible as well

as being quick and easy to design and complete. Questionnairesalso allows the respondent

to complete it at their own time and speed.

Thereafter, a focus group was conducted with a select number of participants in

7

Order to explore the views further. (Please see appendix 3 forfocus group schedule)

Linked with this, a Focus Group can be defined as “an interview involving several

participants who are free to interact with each other as well as the researcher,” (Gratton & Jones, 2004).

As it is set in a relaxing and comfortable environment, the participants automatically feel

less pressured and less formal, which therefore suggests that they `loosen up` and speak

more freely, enabling them to be involved in more depth discussions, giving their honest

opinion on matters. and in less of a formal the participants can interact there will be a more

in-depth discussion providing clearer and honest answers. to Gratton & Jones (2004), Focus

Groups “are a valuable means of collecting information”.

Focus groups allows you to expand upon your research, therefore getting more out of it

than sticking to just basic data collection, such as questionnaire. However, questionnaires

are still a good form of collecting data and can be analysed sufficiently. The focus group

allowed the participants to explore the themes and expand their views, opening and

offering areas to diverse and add onto the issues and topics. Identifying the hypothesis for

these tests depends at what angle you take.

8

Firstly, one hypothesis could be as the media continues to expand, it will have a great

impact upon participation and the views of a role model. In addition, another hypothesis

could be if more media coverage were given to woman athletes, there would be an increase

in female role models, awareness and an increase in female participation rates. Thirdly, as

these athletes are professional and are aware they face responsibilities within the public

eye; their behaviour should be tightened, or at least less open.

Furthermore, Basic tests were taken out to analyse the data that was found from the

Questionnaires. These tests enabled the researcher to look for any patterns, means

Averages and ranges. The descriptive tests that were done wereto look for any means,

Modes and ranges, allowing the researcher to investigate further.

9

AnalysisThroughout the research, the quantative data demonstrates a

vast range of answers and themes that relates to role models

and their influence upon participation. The average age of

participants that were involved in the study was 19. When

analysing the data, the coded data allows the researcher to

break it up and therefore allowing them to look deeper into

the results as well as any patterns.

Using both the questionnaires and the focus group allowed

comparison and reinforcement on specific points. In question 8

of the questionnaire asked the participant ` 8. How do you

feel about the media, with reference to how they portray role

models/celebrity sports people? This was answered by the

choice of three answers by which the participant had to choose

one of the selected;

I feel that the mass media can often be misleading and

therefore has a negative impact upon how those who are

perceived as role models

10

The media should not be blamed. It is the individual’s

responsibility to behave appropriately, with their status

of a role model and being in the public eye.

I don’t agree with either.

Figure one shows that such percentage therefore

suggesting the majority felt that the media has a

negative impact upon which is considered as role models.

This was also brought up in the focus group A participant

stated `role models have to get in the media by doing

something bad, you never see any stories about them doing

something good like winning gold medals but unless they

do something bad, they’re not in the media and its just

negative images.`

Others added `It’s just what sells in the papers and I

think young people today, you know media is so accessible

the problem their going to have is that their role model

is not going to be because what they have seen playing

11

football live, it will be on sky sports 3D, in the pub,

and it will be who they talk about afterwards.`

In addition, another agrees by saying, `But you think

about it, footballers when in the newspapers, how often

do you hear a good story, and how often do you hear about

Joe Hart giving all his money that he gets paid from

England in charity including 25% of his wages as well`

From the focus group, it was strong opinions being

brought forward when talking about the influence that the

media has on how role models are portrayed.

Furthermore, linked with this, question 7 asks the

participant, ` 7. Do you feel role models have an impact

upon participation in today’s society? The participant was

required to answer with a simple yes or no, in order to see

clear views of the participants and link it back with the

themes.

Figure 2 reflects the answers for this question. The chart

enables the reader to identify a clear strong view upon this,

12

as 98.answered that role models do have an influence upon

participation. Guest and Cox, (2009) expressed their views

with this and the importance of a role model, `People needs

role models, and idols. They offer essential help and

orientation, for children and adolescents in particular. This

is especially true in the case of stars and idols, who,

constantly produced and presented by the mass media, take on

the functions of role models`

This theme was also brought up in the focus group and many

views were made similar to what the questionnaires stated,

backing participants views.

One participant stated, ` ;’You want to hit a bit like

Beckham, you just want to be David Beckham.` Linked with this,

another participant added,` Yeah all you want to do is idolise

him…so I think role models help participation.` In the focus

group, the participants discussed celebrity athletes and their

influence upon participation. This was also linked with the

media, as it is such an accessible way to keep updated with

sports today. It’s the main way in which people today watch

sports, and this therefore is led to people’s views on how the

media through watching the role models increases

13

participation. This is suggested as a participant added,` It’s

like Whenever Wimbledon’s on the television, then everybody

goes and plays tennis over the summer, and plays it just

because it is on the tele.`. The rest of the group then all

agreed and added by talking about how the London 2012 will be

a huge initiative into developing participation within the

east of London.

Due to the increasing development on the media coverage, many

are arguing that it is `taking over the way we perceive role

models`. An article in the guardian newspaper in November 2011

was discussing the issues of the “abysmal” coverage of women

in sport. They expressed their concerns after the uproar over

the male only shortlist for the BBC`s sports personality of

the year award. Tanni Grey Thompson, the 11 time Paralympic

champion added, “We have a huge number of home Olympic and

Paralympic medallists who are women but the media coverage is

abysmal, the funding is abysmal and not enough girls are

getting involved” (The Guardian, 11th November 2011).

Lines (2001), and Hargreaves (2000) stated their concern of

female coverage by stating, “A successful female athlete is

often ridiculed as she is disturbing the social order and

14

risking her femininity. As a consequence, female athletes are

"marginalized, trivialized and objectified in the media

coverage and public discourse”.

Many suggest this has a negative impact upon women

participation. Throughout the focus group, once again aided

support for this theme within the project. `You don’t really

have female footballers that you hear about regularly, you

always have match of the day and the back of the newspapers

near enough everyday its male footballers, whereas for females

you don’t really have much, there not really spoken that much,

that’s probably why I have a male role model`.

In the questionnaire, question 4 asked the participant if

their role models were male or female and SUCH a percentage

said male, which suggests that the majority of participants

have male role models, due to the lack of media coverage and

awareness of female athletes. This was discussed further

within the focus group, and once again the majority had a male

as their role model, for the same reasons. One added, “… the

young girls can’t inspire to be like the next Kelly Holmes

because they haven’t got that media coverage out there.

15

… shows the sex of the participants role models. Figure shows

the percentage were male role models (pie chart to show these figures)

16

Discussion.The questions asked throughout this report was based upon

articles and literature, which allowed the researcher to focus

upon contemporary issues and themes within today’s society

with reference to the influence upon participation with role

models. It is concerning that last year, (2011) the BBC

personality of the year award for sports was only male

contestants, which suggests there is an issue for female role

models within the media, which suggests that could possibly be

the reason why females do not want to participate in sport. In

addition, it stresses concerns of participation levels, as

there is an increasing amount of obesity levels within the UK;

it reinforces the urge to get people involved in sport.

Reports on obesity from the BBC states`, In the UK an

estimated 60.8 per cent of adults and 31.1 per cent of

children are overweight. According to figures from 2009,

almost a quarter of adults (22 per cent of men and 24 per cent

of women) in England were classified as obese (BMI 30kg/m² or

over).` This is an increasing worry and research has suggested

17

`that if the current rate of growth continues, three-quarters

of the population could suffer the ill effects of excess

weight within 10 to 15 years.` (BBC health researchers)

This therefore leads to speculation of what can be done in

order to prevent this and participants increasing in sport, as

Guest and Cox (2009) stated`, regardless of their public

behaviours, teenagers do consider athletes as important role

models.` Guest and Cox (2009) also defined a role model as,

``An individual who is perceived as exemplary or worthy of

identification or imitation.` Throughout the focus group,

participants suggested that role models are `inspirational

characters` (See appendix for full transcript of the focus

group).

In the questionnaire, it asked participants in a likert style

question if `Role models have a significant and inflectional

part to play within participation`.

32% answered that they strongly agree, whilst 36% answered

that they agree. Therefore implying that 68% of participants

18

agree that role models play an influential part to play within

participation.

In the focus group, some added, `it’s the determination of

these athletes that strive me to do well`. Another participant

said, `With regards to female participation and role models,

it makes me want to have a female role model even more due to

the fact there isn’t much female coverage out there…`.

In addition, another member in the focus group mentioned, `but

when you think about it, when you look at the newspapers, how

often do you see a bad story and how often do you hear about a

good story.`

`The dichotomy of heroes and heroines as ‘celebrity’ creates

the current dilemma as to whether sport stars can, or should

be worthy role models for young people` (Rowe,1995

Whannel 1995). This could be argued through this research,

however, is that the athletes are normal people, despite their

talents and it’s the media perhaps that are having these bad

influences upon celebrity athletes and role models. A

participant within the focus group argues this, by stating,

`It’s not very often you hear about their actual talents their

19

good behaviours, for example, Joe Hart giving all of his

England wages to charity, as well as 25% of his normal wage.

You just don’t hear about it. The media writes stuff that

sells.` Perhaps this is the growing problem, it’s all about

the gossip of celebrities, which possibly could be having a

negative impact upon young people today and their

participation within sport.

Linked with this, another participant expresses their concerns

of bad behaviour upon the pitch, such as Wayne Rooney. `When

you see Wayne Rooney swearing at th cameras, its not very good

for those who look up to him, as it enables people to think,

especially young people, that it is acceptable to swear.`

Therefore, it can be suggested that media and role models do

have an influence upon participation, and if more media

coverage were on females, it possible could increase female

participation.

20

Conclusion.

To conclude, all of the literature that has been reviewed for this

investigation backs up the findings from the questionnaires that

were collected and the focus group that was conducted. It can be

argued and suggested that what has been found from this

investigation is that role models are important to participation,

yet more media coverage, as media plays a vital role in portraying

these athletes as role models, more female coverage is vital, in

21

order to enable people to have female role models and people that

inspires them.

22

Bibliography.

http://www.bbc.co.uk/health/physical_health/conditions/obesity.shtml

http://www.guardian.co.uk/sport/2011/dec/14/uk-sportswomen-lament-abysmal-coverage

(Lines, 2001, p. 286; Hargreaves, 2000).

23

AppendicesAppendix 1 - Coded Questionnaire

This questionnaire is a going to be used in a short study to exploreand investigate about role models and their influence within participation in today`s society. It will also investigate what attributes are required to have an effective and positive role model. Please answer as honest as possible. Once completed, please

24

return via email or to myself directly. May I also take this opportunity to thank you for your time and co-operation.

1. What is your age in full years? (Please fill in box)

2. What Gender best describes you? Male

(Please tick appropriate box) Female

3. What is your main sport

A role model is: `An individual who is perceived as exemplary or worthy of identification or imitation` (Guest & Cox, 2009)

4. Have you had / still have a role model?

(Please answer with a yes or no in the box above)

. If yes, please state if the role model is male or female?

Male

Female

`Role models have a significant and inflectional part to play within participation`.

5. How do you feel about this statement? (Please indicate your answer by ticking the box you most agree with the most)

Strongly agree

Agree

Not sure

18-25

1

2

EG Fooball

Yes/no

YES where

1

2

3

25

Disagree

Strongly disagree

6. What characterises are important for a role model? (Please circle THREE most important factors that you feel a role modelrequires)

Coding > INITIALS OF SELECTED CHARACTEISTICS Positive attitude -

Inspiring - Respectful - Determination - A good athlete- Trustworthy- Humility

7. Do you feel role models have an impact upon participation in today’s society?

Yes No

Explain briefly why you feel this way… (Write just a couple of sentences below)

8. How do you feel about the media, with reference to how they portray role models/celebrity sports people? (Please circle the answer you most agree with)

4

5

Yes where applica

26

1 I feel that the mass media can often be misleading and therefore has a negative impact upon how those who are perceived as role models

2 The media should not be blamed. It is the individual’s responsibility to behave appropriately, with their status of a role model and being in the public eye.

3 I don’t agree with either.

(If you don’t agree with either statement, please write a sentence below as to what you agree with)

Thank you for your time once again. The results from this study willbe soon available for you to browse if you wish.

If you would like a copy of this results, or wish to discuss anything further, please do not hesitate to contact me on either my mobile or an email:

07889988905

Lorna.gallacher@live.com

Please also contact me if you are happy to be involved in the focus group. Many thanks

27

Appendix 5 - Consent form and information sheet for participants.

Do you feel that Role models have a significant and inflectionalpart to play within participation in today’s society?

A case study of 18-25 year olds in the University of Cumbria.

Participant Consent Form

Please answer the following questions by circling your responses:

ETH09/04a

28

Have you read and understood the information sheet about this study?YES NO

Have you been able to ask questions about this study whilst fully understanding it? YES NO

Have you received enough information about this study? YES NO

Do you understand that you are free to withdraw from this study at any time, and without having to give a reason for withdrawal? YES NO

Please note : Your responses will be anonymised before they are analysed.

Do you give permission for members of the research team to have access to your anonymised responses? YES NO

Do you agree to take part in this study? YES NO

Your signature will certify that you have voluntarily decided to take part in this research study having read and understood the information in the sheet for participants. It will also certify thatyou have had adequate opportunity to discuss the study with an investigator and that all questions have been answered to your satisfaction.

Signature of participant:........................................... Date:.................

Name (block letters):............................................................................

Signature of investigator:......................................... Date:.................

Researcher Contact Information:

Tel: 0889988905

University of Cumbria, Fueshill Street, Carlisle Email:lorna.Gallacher@live.com

29

Information sheets

Participant Information Sheet

About the study

This research, will aim to provide a clearer understanding of rolemodels and their influences on participation. This study will alsofocus on key themes brought out of the questionnaires and focusgroup by which the selected individuals have shared of their viewsof a role model and their overall impact within todays society.Thestudy will remain anonymous throughout. .

Some questions you may have about the research project:

Why have you asked me to take part?

This study is for role modes wthin sport and you were chosen atrandom from a select groupthat will have an understanding on thetopic as well as the issues around them.

What will I be required to do?

To fill in a small questionnaire, giving your opinions of rolemodels upon participation, by which would take no longer than 5minutes. In addition, you will also be reqired to participate, ifyou wish, in a small focus group, for a discussion on further themesbrought out initially by the questionnaires.

Where will this take place?

In a comfortable yet private room within the learning gateway, atthe university.

How often will I have to take part and for how long?

ETH09/04

30

You will fill out one questionnaire by wich will take up to 5minutes and one focus group by which should last about 15 minutes.

When will I have the opportunity to discuss my participation?

Whenever you wish whether that be face to face, through email ortelephone. Just contact myself regarding anything you wish to knowregarding this study.

Who will be responsible for all the information when the study isover?

Myself only will be responsible for all the information and will bekept safe and confidentialat all times. Should you wish to see anyresults, please ask.

How long will data be kept and where?Throughout the duration of the study, and then untl marks have beenconfirmed by the University.The data will be kept by myself.

What will happen to the information when this study is over?It shall be destroyed.

How will you use what you find out?To identify key themes and idas as to what people think about theissues of role models and the influences on participation.Theresearcher will give figures to explore this further.

Will anyone be able to connect me with what is recorded andreported?Yes, if you wish to know about any of the information, pleasecontact the researcher.

How long is the whole study likely to last? By mid may it shall be completed but available throughout thesummer.

How can I find out about the results of the study?Contact the researcher for a copy and explanation of the findings.

What if I do not wish to take part?

31

You can pull out of the study at any time and withdraw yourapplication.

What if I change my mind during the study?

You are free to withdraw from the study at any time without havingto provide a reason for doing so. In addition you will have certainediting rights during the recorded interview, for example if youwish to retract something you have just said, it will be wiped fromthe recording.

Will I need to sign any documentation?You will be asked to sign a consent form before participating in thestudy.

Whom should I contact if I have any further questions?Please contact the researcher directly (details below).

ComplaintsAll complaints from the pariticipants are in the first instance tobe directed to the Dr. Paul Miller, Faaculty of Health & Wellbeing,University of Cumbria Bowerham Road, Lancaster, LA1 3JD

Researcher Contact Information:

Lorna GallacherMobile: 07889988905Email: lorna.gallacher@live,com