They’re Not Looking at What You Think: An Examination of Framing and Visual Attention

• In Event: Top Papers in Sports Communication

Abstract

Past research on the visual framing of athletes has primarily focused on the compositional elements of the visual frame, with little investigation into the effects of the visual imagery individuals are consuming. Grounded in framing theory, this study utilized eye-tracking technology to examines whether four common photographic frames of athletes (active, passive, personal, and sexualized) differentially drive attention for male and female athletes. The results of a 2 (participant sex) x 4 (framing type) x 2 (athlete sex) between-subjects experimental design found the main driver of visual attention is the framing of the athlete, with interactive effects of the sex of the participant and sex of the athlete being much smaller than expected. Theoretical implications for framing and audience attention are discussed.

Authors

• Lauren Smith, Indiana U Bloomington

• Galen Emil Clavio, Indiana U

• Annie Lang, Indiana U