Purpose The purpose of this study is to investigate gender perception of eSports gamers. Methods 8 male gamers in the professional team were selected purposeful and snowball sampling. Data were collected through face-to-face and online interviews, and analyzed by content analysis and classification analysis. Results Esport gamers explained their indirect experiences with female gamers. The results are as follows. First, it was confirmed that the number of female gamers was small and they had a negative stigma image, and this consistently reproduced the gender role stereotype of female gamers in digital games. Second, in the game world, men are swearing, verbal abuse, and sexual harassment against female gamers, which suggests that female gamers are viewed as targets of sexual play from the perspective of the strongest. Third, eSports male gamers are characterized by being conservative or open to gender perceptions by age. We discussed what to need in eSports which is male dominated area should give to opportunity for equality education. Conclusions In-depth understanding of gender perception in e-sports players should be prioritized in order to change gender perception. Therefore, it would be an important research topic bring to discuss. This paper is expected to be a beneficial material for eSports gender studies and stimulate to discuss gender imbalance.
PURPOSE This study examined how consumers' visual attention to ads during eSports media consumption varies over time. METHODS An experimental study with a single factor, three-level within subject experimental design was conducted, utilizing an eye-tracker to measure visual attentions, including fixation count and duration. Seventy-eight students from a national university in city B participated in the experiment. A repeated measures ANOVA was conducted using the open-source statistical program R to test the research hypothesis. RESULTS Both the fixation count and duration were highest for the first ad and then gradually decreased for the second and third ad. CONCLUSIONS It is recommended that eSports sponsors should consider differentiating ad pricing based on the order of exposure, then expose the first ad presented more frequently and for extended periods, and consider different shapes, colors, and movements to prevent adaptation to the initial allocation of attention.
Purpose Highly popular these days, eSport is inviting increasing scholarly attention and research. Scholarly work on eSport, however, remains focused on whether eSport is a “real” sport, that is, its sporting qualities and status, excluding ethical issues. This paper analyzes ethical issues about cognitive enhancement drugs often associated with eSport in order to suggest guidelines for resolving these issues. Methods First, environmental features of eSport are examined to find out types of cheating in eSport, as well as the ways eSport athletes are exposed to drugs. Next, ethical issues of cognitive enhancement drug use and why they are important are discussed, drawing upon multiple scholars. Last, this paper argues that the ban on drug use conventionally implemented in sport is not appropriate to eSport due to the characteristics of eSport. The paper concludes with possible future approaches to this issue. Results The ban lists administered by ESIC and WADA would not work for the need of eSport athletes and even run a risk of stunting the growth of eSport industries. It is thus important to think up an appropriate drug-related policy for eSport. Preemptive education for eSport athletes is also required to promote the ethical consciousness and judgment regarding drug use. Conclusions Insofar as eSport’s huge popularity leads to the increased status of eSport athletes, thereby exerting much influence on young people, ethical questions about eSport, drug use in particular, need to be urgently discussed for the sake of eSport’s wholesome development.
PURPOSE This study aimed to explore ways to utilize augmented reality (AR) in school sports and leisure by examining the case of an elementary school sports club using augmented reality-based e-sports. METHODS A self-study approach and Eisner's(1995) educational criticism were utilized. Data including photos, videos, literature, and memory boxes related to the elementary school AR sports club were collected weekly during the school semesters from March 2023 to January 2024, spanning a total of 30 weeks. The data were analyzed following the stages of analysis by Elo & Kyngäs(2007). RESULTS Augmented reality can act as a personalized exercise coach by visualizing physical activity information. Through posture and movement analysis, education on physical strength and expression can be provided that is linked to home; it can also expand the range of sports experiences and create a new sports culture. In order to effectively utilize AR, edtech field experts must be trained, and content must be developed through cooperation between companies and schools. The educational effectiveness of the content must be verified and the management system must be inspected, and public facilities utilizing edtech must be expanded. CONCLUSIONS AR has endless development potential in school sports and leisure, but these will require active interest and support from educational authorities.
PURPOSE This study aimed to identify and establish ESG activity assessment factors tailored for sports brands, offering a foundational framework for fostering sustainability within the sports industry. METHODS A Delphi survey was conducted between December 1, 2022, and January 31, 2023, involving university professors, sports brand executives, ESG researchers, sports marketing majors , a nd sports brand influencers. Data were analyzed using SPSS WIN 24.0 and MS Excel, encompassing research subject classification, consistency verification, and empirical analysis. RESULTS The assessment of ESG activity evaluation factors of sports brands revealed that governance, social, and environmental dimensions ranked in descending order of relative importance. Among specific evaluation criteria, the adoption of employee ethics regulations was deemed paramount in the governance evaluation area, while support for stakeholder welfare and social well-being took precedence in the social evaluation category. In the environmental sector, the production and delivery of eco-friendly, durable products held the highest significance. Further analysis, considering the weighted priorities of all evaluation factors, emphasized the importance of factors, such as the adoption of employee ethics regulations, support for stakeholder welfare, social well-being, and the production and delivery of eco-friendly, durable products. Conversely, disclosure of company information and issues, support for the underprivileged, and general shareholders' meeting or agenda for the protection of shareholders' rights and interests ranked lower. CONCLUSIONS In summary, this study validates the role of governance (G) aspects within ESG activities for sports brands, alongside environmental and social dimensions. It highlights the importance of a balanced ESG framework, particularly in an era marked by heightened social responsibility awareness among consumers. Prioritizing governance in marketing strategies not only distinguishes sports brands but also necessitates impactful promotion and advertising efforts.
Purpose This study aimed to evaluate the nutrient intakes and diet quality of national youth badminton players participating in summer camp training in 2016. Methods Total of 40 middle school players and 60 high school players were included in the study. Two players with skipped meals were excluded from the final target. Food intake data for the 3-day using 24-hour recall method were obtained and analyzed using the CAN-pro 5.0 (Web ver. Korean Nutrition Society, Korea). Differences in nutrient intakes and diet quality were compared between middle school players and high school players using independent samples t-test. Results Intakes of vitamin C, vitamin E, vitamin B6, folic acid, calcium, chloride, magnesium, and zinc in both groups were lower than (RNI) recommended intakes of KDRIs. On the other hand, intake of sodium significantly exceeded the recommended nutrient intake (RNI) of KDRIs in both groups. The NARs (Nutrient Adequacy Ratio) of vitamin C, vitamin B6, folate, calcium and zinc were less than 0.75 in both groups. The NARs of 11 nutrients except for folic acid were significantly lower in high school players. The MAR (Mean Adequacy Ratio) of middle school players was 0.78, significantly higher than 0.64 of high school players. The INQs (Index of Nutritional Quality) of vitamin C, vitamin B6, folic acid, calcium and zinc were less than 0.75 in both groups. The INQs of vitamin A, vitamin B6 and zinc were significantly lower in high school players. On the other hand, the total DDS (Dietary Diversity Score) of high school players was 3.88, significantly higher than 3.29 of middle school players. The DDS of fruit group as well as milk and dairy group were particularly low. Conclusions The results suggest that balanced diet managed by professional dieticians along with nutrition education should be implemented to improve nutrients intake and diet quality of national youth badminton players.
