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Inclusion of Outsiders Through Sport

100%

Fehsenfeld M.

Physical Culture and Sport. Studies and Research

2015

vol. 65

issue 1

31-40

Social work strategy is increasingly applying sports and physical activity programs as a vehicle for the social inclusion of outsiders. The underlying assumption is that interactions between diverse social groups generate social capital, which can potentially function as a social lever for socially disadvantaged groups. Knowledge about how and when this levering process occurs is, however, insufficient. The generation and acquisition of social capital requires adequate qualities in the relationship between social entities. Hence, meticulous research is essential to expound on the mechanisms and circumstances under which the socially disadvantaged can benefit from social capital generated through sports and physical activity. The article is primarily based on qualitative interviews with different groups of socially disadvantaged people. The interviews were conducted as part of a large-scale investigation of participation in sports in socially deprived neighborhoods. Subsequently, the findings from the qualitative interviews were triangulated with findings from an assessment of documentation and evaluation reports covering about 200 projects, and findings from a scientific literature review. The findings suggest that strategies aiming at social inclusion through sports and physical activities need to take social context into consideration

Socially Insensitive Messages, Stereotypes and the Disadvantaged Others in the Czech Advertising

70%

Renáta S.

Communication Today

2017

vol. 8

issue 1

114–129

Based on the theory of othering and the theory of stereotypes the author discusses a concept of the socially insensitive message. There are five key features defining such statements. Firstly, they latently communicate controversial meaning and are based on presumption that recipients will decode intended meaning on the basis of shared cultural knowledge. Secondly, they are based on the opposition of ‘We X They’. Thirdly, theyspeak about the Others and define them. These Others are members of socially disadvantaged groups and they are reduced to a few stereotypical features in these messages. Fourthly, the socially insensitive advertising utilizes humour and principle of jokes. Fifthly, these principles are related to commercial advertising with and their key ambition is to ensure a profit or benefit for producers. Most of such messages are examples of hate speech. Several cases are discussed in detail based on the semiotic case study analysis; advertisements on consumer goods, media, and political ideas are among them. The author regards these socially insensitive messages as ignored in general and in the long term not reflected critically in contemporary Czech society.

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1 Communication Today

1 Physical Culture and Sport. Studies and Research

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1 Renáta S.

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Inclusion of Outsiders Through Sport

Socially Insensitive Messages, Stereotypes and the Disadvantaged Others in the Czech Advertising