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Published online by Cambridge University Press: 06 July 2023
A final possible path for change is from outside the system – that is, from the public and/or consumers of college sports advocating from the outside in. We theorize that fans will be less supportive of gender equity initiatives than the general public, given their investment in the product and the overwhelming media bias that places higher value on and coverage of men’s sports. We also predict those men who participated in formalized sports in high school will be more inured to gender inequalities and less supportive of aggressive change – a downstream socialization effect from participating in a sex-segregated system. We find strong support for our hypotheses, using a novel measure of fandom. We also find that parents with daughters who play sports express greater support for gender equity initiatives; however, this effect is dwarfed by the fandom and enduring high school sports dynamics. This shows barriers to change from the marketplace and the enduring impacts of sex-segregated institutions preventing change from the outside in.
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