Eleventh International Conference on Communication & Media Studies

This paper summarizes my PhD research, which examines how Les Mills (LM) group fitness instructors across eleven countries perceived and adapted to virtual fitness during the COVID-19 pandemic. Employing a mixed-methods approach, the research began with an initial survey, followed by 22 semi-structured interviews, and later focus group discussions conducted over sixteen months. Using Critical Discourse Analysis (CDA) as the primary analytical framework, the study also engages with Serious Leisure and Healthism to examine how fitness professionals framed virtual exercise in relation to broader cultural understandings of commitment, discipline, and health responsibility. Findings reveal that, initially, LM instructors perceived virtual fitness as a “last resort” primarily suited for those they described as “afraid exercisers”—individuals who were overly cautious about COVID-19 and hesitant to return to in-person training. Simultaneously, resistance emerged among instructors and participants who strongly opposed gym closures and viewed digital fitness as an inadequate substitute for live group exercise. Over time, instructors’ discourse shifted. Through the linguistic analysis of their narratives, it became evident that virtual fitness was gradually reframed as a more legitimate option—though still associated with what instructors labeled as “non-normative exercisers” such as “new mums,” “busybodies,” and “introverts.” These categories reflect how instructors positioned digital fitness within existing social norms of fitness participation rather than an equivalent alternative to in-person training. As a case study of a globally recognized fitness brand, this research provides insights into how corporate fitness structures and global-local dynamics influenced the transition to virtual training and professional identity.

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"So Who Watched the Game Last Night?"

Stephanie Foxton
Paper Presentation in a Themed Session

Sports organisations play a key role in shaping society. They in turn both shape and are shaped by various factors (Cunningham, 2010). Despite an overt agenda encouraging social inclusion and cohesion in local communities, exclusionary practices remain commonplace in sports organisations as well as sport more generally. This exclusion is well documented, with many sports maintaining dominant and restrictive gender norms that influence who is included, excluded, or marginalised. Against this backdrop this paper examines how layered sociocultural norms regarding sport, sexuality and gender, impact workplace interactions and team dynamics within a regional sports organisation in New Zealand. Analysis of naturally occurring workplace interactions, supplemented by ethnographic observations and follow up interviews, illustrates how team members draw on the wider sociocultural norms of sport when interacting. These norms are arguably rooted in cisheteronormative and cisheteropatriarchal ideologies. Consequently, everyday discourses produced by members of the team perpetuate binaries between male and female, with many team members aligning with masculine norms. By studying language use within the team over a prolonged period, we gain insight into how interactional norms evolve as organisational priorities change (i.e. a greater focus on inclusive practices). While discursive strategies, such as humour, are used by members of the team to challenge gendered discourses, the hegemonic and hierarchical positioning of masculinities continues to pervade their practices. By examining the impact of layered norms (from micro interactional to macro-level societal norms), we can better understand how, and possibly why, inequalities and hierarchies in organised sport persist.

Sports for Development and Peace Programs in Preventing Violent Extremism among Young People in Pakistan

Umair Asif, Simon Rosenbaum, Tegwen Gadais
Paper Presentation in a Themed Session

This research is part of an ongoing PhD project. The historical and geographical vulnerability of Pakistan to violent extremism and the increasing number of Pakistani communities using Sports for Development and Peace (SDP) programs informed the need for this research. The government has often adopted a top-down approach to its Preventing Violent Extremism (VE) efforts. In cases where civil society organizations are consulted or engaged, the role of sports/SDP programs is largely overlooked despite their social significance in local communities and Pakistan in general. Due to this gap, the study explores two SDP programs in Pakistan’s Lahore and Islamabad cities. The study aims to learn from available global literature in the field of SDP and preventing violent extremism. Based on the findings, a qualitative questionnaire was developed and used to interview program participants and implementers in an effort to understand how SDP helps to prevent VE. Data was also gathered through focus group discussions. The United Nations sports-based theory of change model is used as a theoretical tool to analyze the collected data. The research will help to understand the mechanism of SDP programs employed in Pakistan to prevent violent extremism, and the literature review will contribute to the international body of literature in the field.

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Promoting Cosmopolitan Nationalism through the Olympic Movement

Ian Tay
Paper Presentation in a Themed Session

The Olympic Games is a platform where athletes from all over the world come together to compete together in the name of sports and friendship. However, beneath the hype and international broadcast of the various global events of the games itself, there is an Olympic movement, made up of the International Olympic Committee (IOC), the International Sports Federations (IFs) and the National Olympic Committees (NOCs), underlying the games. However, despite having the IOC and the IFs organising the games and bringing athletes over from all over the world, it is still the NOCs which are preparing and sending their athletes to the games, and then judged based on their position on the medal tally. This is similar to the neoliberal world order of global markets where although there are international organisations and multinational companies, state actors are still in charged on developing the human capital required for the international markets and economies are still compared with one another through GDP, HDI, or other indicators of living standards. This paper therefore analyses how the IOC is promoting such a world order through an analysis of the Olympic Values Education Programme (OVEP) and argue that the OVEP can be used to prepare the youths of the world for success in the current neoliberal world order. This will enable the understanding of the concept of Cosmopolitan Nationalism to be extended in the field of Education and Sports and also add relevance to programmes such as OVEP to national development narratives.

Room 2 : 2025-07-04 12:20

The Cultural Discourse of Fan Engagement on X

Farah Izzati Farok
Paper Presentation in a Themed Session

The growth of X (formerly Twitter) has changed the way on how football fans behave, creating a notable power shift in the fan-club dynamics. Fans are no longer passive bystanders and receivers of content, but instead wield considerable influence as active creators, curators, and distributors of social media content, as well as their choice of content selectivity. This study identifies of what is known as “Fan-Group Generated Content” (FGGC), a form of user-driven content created by fan accounts as a transformational change of the initial norms of how the culture between fans and clubs would function. Distinct from User-Generated Content (UGC), FGGC creates an unidentified and unique position of where fan accounts operate, as they are a mixture of influencers, content creators, and opinion leaders. Focusing on transnational Liverpool FC fans in Malaysia, this study explores how local cultural nuances shape the creation and engagement of fan content. Utilizing a netnographic approach by collecting online data from X, this study then employs a social network analysis to uncover conversational patterns, relationship dynamics, and influential figures around whom fan engagement revolves. Additionally, a visual discourse analysis reveals how FGGC is constructed, interpreted, and communicated, highlighting recurring themes that foster fan engagement. The findings underscore how X has become a foundational platform for building a dynamic online community, establishing a multi-dimensional relationship between fans and clubs that transcends traditional two-way communication.

Room 2 : 2025-07-04 11:40

Relationship Between Psychosocial Factors and Physical Activity Among Undergraduate Students from a South African University

Chante' Johannes
Poster Session

Psychosocial factors such as mental health, motivation and social support are key determinants of behaviour that play a significant role in physical activity participation. Limited studies have investigated the relationship between psychosocial factors and physical activity among university students in Africa. This study aimed to determine the relationship between psychosocial factors and physical activity participation among undergraduate university students at a historically disadvantaged university (HDU) in South Africa. This was a cross-sectional study that used convenience sampling (n=534, majority female, 53.6% with a mean age of 20.69). The study was conducted through an online self-administered and hard-copy, valid questionnaire in September 2022. Data on sociodemographic information were collected. Psychosocial factors were assessed using the Depression, Anxiety and Stress -21 Scale for mental health, the Physical Activity and Leisure Motivation Scale for motivation and the Perceived Social Support Scale for social support. Physical activity (calculated as MET-min/week) was assessed using the international physical activity questionnaire-short form. Results revealed that almost a third (29%) of undergraduate students were physically inactive, 31.1% were minimally active and 39.9% were in the health-enhancing category. Physical activity was positively related to stress (r = 0.11, p < 0.05) and anxiety (r = 0.10, p < 0.05). Motivational factors were positively related to psychological condition and others' expectations (r = 0.10, p < 0.05), and depression and others' expectations (r = 0.11, p < 0.05). Results highlighted that psychosocial factors were related to physical activity participation among undergraduate university students.

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Introducing Heroines of Sports

Manisha Poonia
Paper Presentation in a Themed Session

This paper employs a feminist theoretical framework to explore the intersection of gender representation and identity politics in Indian female sports films. It critically examines how sports films like Mary Kom (2012) and Panga (2022) subvert patriarchal norms and challenge conventional notions of femininity, reframing female heroism through narratives of strength, resilience, and self-determination. Drawing on Laura Mulvey’s male gaze theory, the study interrogates how these films deconstruct traditional cinematic practices that often objectify women. By foregrounding female athleticism and corporeal labor, the narratives resist commoditization, focusing instead on women's agency and empowerment. The study also incorporates Judith Butler’s concept of gender performativity to analyze how the protagonists navigate and redefine gender roles within the traditionally masculinized domains of wrestling and boxing. The methodology adopts a qualitative approach, utilizing textual analysis to deconstruct cinematic elements such as character development, narrative structure, and visual aesthetics. Special attention is given to the portrayal of physicality and how it intersects with socio-cultural constructs like caste, class, and regional identity. Additionally, the paper examines the broader socio-political implications of these films within a globalized cultural context, exploring how they contribute to the discourse on gender equity and female empowerment. By blending feminist theories with cinematic analysis, this study seeks to demonstrate how Indian female sports films serve as both cultural artifacts and catalysts for societal change, redefining the boundaries of heroism and creating a nuanced representation of women in sports.

Traditional Sport Education via Metaverse Technology

Cassendra Gilbert
Paper Presentation in a Themed Session

The global landscape of sport sciences and education has been significantly shaped by advancements in digital technologies. These innovations are transforming how athletes train, how sports are managed, and how education is delivered in this field. At the same time, traditional sports, which hold deep cultural and historical value, offer important lessons that can enrich modern sport sciences. By integrating Metaverse technology, we can preserve and teach these traditional sports in a way that ensures their survival in the digital age. This approach not only enriches sport sciences but also fosters a deeper appreciation for cultural diversity, positioning traditional sports like the Sumpit as key contributors to the future of sports education. This paper explores how Metaverse technology is revolutionizing education by providing immersive learning experiences that transcend geographical and cultural boundaries. In sport education, the Metaverse offers an innovative platform to preserve and teach traditional sports like the Iban Dayak Sumpit by recreating these activities in virtual environments. Through this technology, learners from around the world can engage with and participate in traditional sports, fostering cultural preservation while promoting physical activity and engagement. This approach aligns with global trends in the use of gamification, virtual reality (VR), and augmented reality (AR) in sports education, which are driving the digital transformation of learning environments. By blending cultural heritage with cutting-edge technology, the Metaverse provides an exciting opportunity to enrich sport sciences education and ensure that traditional sports remain relevant in a modern, globalized world.

Room 1 : 2025-07-04 14:15

Heat's Impact on Athletic Performance

Lindsay Luinstra
Poster Session

Heat-related illnesses, often referred to as exertional heat illnesses (EHIs), pose a significant risk to athletes across all levels of sport each year. Regardless of whether one is a professional athlete, amateur, or youth participant, the potential for these conditions exists whenever physical exertion combines with high temperatures. Recognizing the signs and symptoms of EHIs is critical for healthcare professionals, coaches, and athletic staff to prevent severe consequences, including fatalities.

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Standing Together Against Racism in Sport (STARS)

Dana M Young, Karen Block
Paper Presentation in a Themed Session

We present findings from STARS (Standing Together Against Racism in Sport); a novel participatory action research project designed to enhance racial literacy and capacity for anti-racism action in community sports settings. Previous research has found that efforts to increase diversity in these settings are hampered by a range of systemic exclusionary factors and racist encounters; from institutional resistance to accommodating difference to racist abuse (Young & Block, 2023). Moreover, club members are generally ill-equipped to address racism and support victims when it occurs (Farquharson et al., 2019). STARS was implemented in Melbourne, Australia from 2020 to 2023, and involved researchers partnering with a community-based not-for-profit organisation, Welcoming Clubs to design and deliver Active Inclusion (racial literacy) and Upstander Anti-Racism training to community clubs. Survey responses (n = 231) indicated that a minority of participants who had experienced and/or witnessed racism ‘did something’ about it. This contrasted with the 90% of survey respondents who either strongly agreed or agreed that they ‘stand up against all forms of discrimination’. These findings are contextualised by analysis of indicative racial literacy. Responses indicated that while most participants readily identified overt racialised abuse as racism, when asked whether examples of structural and more ‘casual’ forms of discrimination represented racism, they were more likely to answer ‘no’ or ‘unsure’. Interview findings suggest that the STARS training was appreciated as a valuable first step for clubs to tackle racism and exclusion. For anti-racism efforts to be effective, enhanced racial literacy is a fundamental first step.

Ma(r)king the Nonbinary Body

Simone Pfleger
Paper Presentation in a Themed Session

This talk focuses on Dr. Pfleger's project on nonbinary sporting bodies in ultra-distance trail running world in Alberta, Canada. In the paper, they seek to bridge theory and practice by engaging critically with questions of body politics, weaving together gender and queer theoretical academic discourses and personal lived experiences. Dr. Pfleger considers what it means for nonbinary people to participate in a highly gendered sport and what their experiences might reveal about equity, diversity, and inclusion of all bodies not only in specific sporting events but also for society at large.

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