Mountain biking is for men: consumption practices and identity portrayed by a niche magazine

Abstract

Studies have shown that alternative sports have been a site for new constructions of masculinity. Rather than forming a physically dominating hegemonic masculinity that limits female involvement, alternative masculinities that allow for egalitarianism of participation may be created in these newer, lifestyle sports. The current study analysed the images and discourses in issues, published post-2000, of a technology-focused mountain-bike magazine. The examination revealed how this magazine represents the gendered identities being created through consumption practices. Male members of the sport are the main focus of this magazine resulting in very little space being provided to female mountain bikers. Furthermore, mountain biking is portrayed as a male-domain whereby mountain-biking products are to be developed for and used by men. Along with its description of the male consumption of mountain-biking equipment, this magazine creates a narrow picture of masculinity similar to the physically dominant form found in mainstream sport. This paper provides a discussion of the possible consequences of such a narrow portrayal of masculinity, including marginalization of females and risk-taking of males. It does, however, note a need for further research into this largely under-examined lifestyle sport.