Abstract
An experimental analysis was conducted to determine the effects of involvement, commentator framing, and gender on viewer attitudes toward female athletes. The sample was comprised of 112 students at a mid-western university in the United States. Hypotheses and research questions were tested through a 2 × 3 multivariate analysis of covariance (MANCOVA). Results indicated the overall MANCOVA was significant. Involvement was positively related to viewer attitudes’ towards the dependent variables and explained 27.8% of the variance. Gender explained 39.3% of the variance in attitudes as male viewers had significantly lower mean scores on all dependent variables. Male viewers had significantly lower scores than female viewers in the positive framing condition; the interaction explained 8% of the variance in viewers’ perceptions of respectability of female athletes.
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