Tag Archive for Aage Radmann

Stable Cultures in Cyberspace: A study about equestrians’ use of social media as knowledge platforms

by Lovisa Broms, Marte Bentzen, Aage Radmann & Susanna Hedenborg

Vol. 12 2021, pages 33–58
Published April 6, 2021


New media habits in the era of digitalization challenge previous understandings of who and what receives media coverage. Research shows that practitioners in self-organized lifestyle sports consistently use social media to attain and exchange information and knowledge about their sport. Is this also the case in organized sport? The Internet has become a great resource for horse-enthusiasts and the online horse world can be described as an extension of the physical horse world. Equestrian sport is particularly interesting to analyze due to the fact that there is an animal involved. Still, there is little knowledge of how horse enthusiasts use social media in relation to their interest in equestrian sports. The aim of this article is therefore to chart and analyze how equestrians use social media, how they communicate horse-related content on social media, and how social media can be seen as a source for knowledge exchange. Our investigation focuses on how equestrians use social media to acquire information about horses, and how this usage can be explained in connection to age and experience. A mixed methods design is used and data is collected from 28 focus group interviews with equestrians in Sweden and Norway and a survey with 1,628 respondents. Our study indicates that practitioners of self-organized sports are not unique in using social network sites (SNS) to exchange and attain knowledge about their sport; equestrians in general are shown to be frequent users of SNS such as Facebook and Instagram. Although our results show a few significant differences in SNS use in relation to age; the riders in the different age groups have surprisingly similar views of their SNS use in relation to attaining information about the horse. ‘Stable cultures’ and the organized structure of equestrian sports appear to create boundaries determining where a ‘good equestrian’ should seek information about horse-keeping. However, the organized structure and traditional nature of this sport do not stop equestrians from turning to SNS.

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About the Authors

LOVISA BROMS is a PhD candidate at the Department of Sport Sciences, Malmö University. Broms has an academic background in Sport Management and has extensive experience as project manager within national and international sport. Her thesis will focus on social media, culture, and sport with specific focus on equestrian sports, skateboard and basketball. With her contribution “Negotiating Authenticity: A study of young equestrians and social media”, she was a finalist and 3rd  prize winner of the ECSS Young Investigators Award at the annual conference in 2020.

MARTE BENTZEN is an Associate Professor at the Norwegian School of Sport Sciences, lecturing in Sport and Health Psychology and Adapted Physical Activity. Common features in Bentzen’s research have been how contextual characteristics influence individuals in terms of experienced demands and motivational support. Within the contexts of sport, work, rehabilitation and school, she finds it of importance to enhance research-based evidence in how to support individuals so they will both have the energy and desire to continue to be in the context, seek challenges, and experience meaningfulness.

SUSANNA HEDENBORG is a Professor of Sports Science and an Associate Professor in Social and Economic History. Hedenborg has her academic background in economic history, but has examined sport from historical and contemporary perspectives. Particular focus has been placed on changes in children’ and youth sports as well as sports from a gender perspective. In Hedenborg’s research, equestrian sports have received special attention. Hedenborg is the president of the Swedish Research Council for Sport Science and the Swedish Antidoping Foundation.

AAGE RADMANN is an Associate Professor at the Norwegian School of Sport Sciences. He is a sport sociologist focusing on media, youth culture, gender and violence in sports. Radmann is currently working on research projects related to Swedish and European supporter culture; women and football; sport tourism; PE and digitalization; stable cultures; Covid-19’s impact on sports; sport and poverty in Romania; and how social media affects the sports landscape.

Marketing the Perfect Ride: A Study of the Marketing of Horse Tourism on the Internet

by Aage RadmannSusanna Hedenborg

Vol. 10 2019, pages 1–27
Published February 25, 2019


The aim of this article is to chart and analyze Internet marketing of sport and leisure tourism, with a special focus on horse-riding tourism. The article will spotlight marketing directed to the physically active tourist, that is, tourists travelling to destinations to participate in a physical activity (i.e. not spectators). Previous research has demonstrated that increased interest in sport tourism has rendered effective marketing essential for travel companies. Yet, despite growing interest in sport tourism in general and horse tourism in particular, studies of the marketing of horse tourism are scarce. The source material for the present article consists of the websites of three different horse travel agencies. The analysis is based on both quantitative and qualitative data. Firstly, we mapped out all trips offered (offers N=559) in relation to continents, countries, and types. Secondly, we performed a content analysis of pictures (pictures N=110) and texts promoting trips to Spain (offers N=9). Our findings indicate that the travel agencies focus their marketing on Southern Europe, and particularly Spain. Trail rides are the most frequently recurring trips offered. The marketing builds on story-telling related to trust; (implied) common experiences of organizer and tourist in relation to horses and horsemanship; and natural and cultural landscapes. In contrast to the representation of women in other sport contexts, women in horse tourism are portrayed as active participants in a challenging athletic activity. The representation is, however, complex. Firstly, true horsemanship is represented as masculine. Secondly, the representation of women as strong and active in the marketing of horse tourism may be interpreted as part of the ‘girl power’ discourse connected to neoliberal constructions of the female body. Thirdly, horses are also clearly important in the marketing. Although this observation may seem redundant, it nonetheless highlights the importance of animals as workers in sport tourism.

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About the Authors

AAGE RADMANN is an Associate Professor and Head of Department of Physical Education and Outdoor Studies at the Norwegian School of Sport Sciences. His research area is within the sociology of sport with special interest in sport media, sport and gender, sport and violence, and sport tourism. His articles have appeared in a range of scholarly journals and he has written two books about football culture and hooliganism for an audience outside academia. He has contributed to two Swedish national reports focusing on sport and violence. Since 2015, Radmann is engaged in a research project on Female Fans funded by Swedish Research Council for Sport Sciences. In 2018 he received funding with Susanna Hedenborg for the research project Stable Cultures in Cyberspace.

SUSANNA HEDENBORG is a professor in Sport Science, Malmö University. Hedenborg has an academic background in social and economic history. In her sport research she has focused on childhood and youth studies, gender, and equestrian sports. She is the author of numerous articles and text books in sport science. Hedenborg is affiliated to the Norwegian School of Sport Sciences and president of the Swedish Research Council for Sport Science.

Att äga en (huligan-) berättelse: Mediers konstruktion av fotbollsvåld

by Aage Radmann

Vol. 3 2012, pages 97–120
Published June 6, 2012


Creating a (hooligan) narrative: Media’s construction of football violence
The purpose of this article is to interpret and analyze the phenomenon of football hooliganism as presented in “old” print media and “new” digital media. A central issue explored in this article is possible differences between descriptions of the event in the old and new media. Research of the old media’s concept of hooliganism shows that media can create a panic that leads to demands for stricter regulations. In this article I have tried to demonstrate that discussions are even more fierce in some types of new media. It is difficult to clearly distinguish between old and new media. Descriptions and interpretations of the football landscape in the old media create the impression that Swedish football has o problem with meaningless violence and increasing hooliganism. The “high-risk supporters” are depicted as a serious threat to Swedish football, and as enemies of football in general. However, this narrative is also repeated by parts of the new media. In the article, I contextualize (media) images of a hooligan event and make visible the power struggle between different media actors around the question of “good football culture” versus “hooliganism”, a tug-of-war that will affect the Swedish football landscape to the core.

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About the Author

AAGE RADMANN is Senior Lecturer at the Department of Sport Sciences, Malmö University, Sweden. Aage is a social scientist and his main research interests are within sociology of sport, sport and media, football culture and hooliganism. His research is inspired both from traditional sociology and theories about the new media context. He uses the football landscape as a prism to understand the interplay between individuals (e.g. hooligans), groups (football firms vs. police forces), and on a structural level (media and identity). His latest publications are “The Structure of Sport Violence” – (Idrottsvåldets karaktär, 2012) for the Swedish National Inquiry in Sport and Violence, SOU 2012:23, p 235-304, and “The New Media and Hooliganism” (2012), in We love to hate each other. Mediated Football Fan culture, Krövel & Roksvold (eds.), Gothenburg, Sweden: Nordicom.