Re-branding the NHL: Building the league through the “My NHL” integrated marketing campaign

This article is a case study examining promotional efforts undertaken by the National Hockey League (NHL) via integrated marketing initiatives launched during the 2005–2006 season. Following the 2004–2005 season player lockout², the NHL worked to promote itself to both fervent and casual fans. By briefly assessing past marketing efforts and the dwindling popularity of the league in recent years, the article provides a fuller picture of how professional hockey was marketed in North America when the NHL returned to play. The focus is on “My NHL” and the league's re-branding efforts as part of its new integrated communications plan. This research reveals that in its attempts to revive the sport the NHL has done a better job than with past efforts, however the current campaign must be aggressively maintained in order to successfully re-brand the league.     

Sektionen Arbeits- und Industriesoziologie und Frauen- und Geschlechterforschung

Ohne Zusammenfassung     

Queer Chicano Families: The Importance of Converging Literature on Queer Families,Chicano Families,and Chicano Queers

Despite growing literature on Latino families and Latino queer identities, there has been relatively little empirical research on Latino same‐sex families. Likewise, emerging empirical research on gay and lesbian couples tends to focus on the experiences of middle‐class, well‐educated, White couples. I argue that combining theoretical and empirical works on sexuality, Chicano studies, and queer studies can assuage this lack of diversity in each body of literature. This work first examines current literature on Latino families, with a focus on Latino familism. This is followed by a brief examination of current literature on queer Chicanos. Lastly, it will discuss queer families and the lack of current literature on Latino same‐sex couples, in order to present a course of action for further research on the intersectional social location of queer Chicano families.     

Deciding Not to Un–Do the “I Do:” Therapy Experiences of Women Who Consider Divorce But Decide to Remain Married

This study explores women's experience of marital therapy while they navigated decision making around divorce. A qualitative method was used to gain a deeper understanding of the participants' therapy and relationship decision‐making experiences. How are women's decisions whether or not to exit their marriage affected by therapy? The researchers interviewed 15 women who had considered initiating divorce before they turned 40 and had attended at least five marital therapy sessions but ultimately decided not to divorce. In general, participants reported that the therapy was helpful to them, their decision‐making process and their marriages. Five main themes emerged from the interviews: Women Initiated Therapy, Therapist Was Experienced as Unbiased, Therapy was Helpful, Importance of Extra‐therapeutic Factors, and Gradual Process.     

Male Role Endorsement Explains Negative Attitudes Toward Lesbians and Gay Men Among Students in Mexico More Than in Germany

Anti-gay attitudes vary across cultures because the larger social context plays a role in attitude formation. Psychological correlates of these attitudes have been investigated in the United States and Europe. Endorsement of traditional gender roles has emerged from that research as a central correlate, next to religiosity and personal contact with lesbians/gay men. In a cross-sectional study, we tested whether these correlates are relevant in Mexico, characterized as an androcentric culture in which both gender-role traditionalism and religiosity are high, using a college-age student sample (N = 63). Because we relied on self-reports, the motivation to appear nonprejudiced was also assessed. We found typical gender differences in attitudes toward gay men. In bivariate tests, anti-gay attitudes were related to male role endorsement, contact with lesbians/gay men, and religiosity. In a multivariate analysis, variance in attitudes was explained by male role endorsement; personal contact or religiosity did not explain additional variance. In a German comparison sample (N = 112), male role endorsement played a smaller role. Variance in anti-gay attitudes in the German sample was also related to personal contact, religiosity, and the motivation to appear nonprejudiced. We discuss the centrality of (male) gender-role endorsement in cultures with high gender-role traditionalism.     

Growing the Volunteer Pool: Identifying Non-Volunteers Most Likely to Volunteer

There are ongoing management and societal challenges affecting volunteering participation. These place a premium on organizations identifying individuals that currently do not volunteer but have the willingness and capacity to do so, the “Potentials”. Supplementing the limited non-volunteer literature, we seek to quantify this potential volunteer pool using constructs aligned to the willingness, capability and availability dimensions from Meijs et al.’s (Volunt Action 8:36–54, 2006) volunteerability framework. Using binary logistic regression testing with a nationally representative sample of Australian volunteers and non-volunteers, we found partial support for the framework’s willingness and capability dimensions determining volunteer status. We then applied a predictive equation to the non-volunteer sample to calculate their percentage likelihood of volunteering, to identify a cohort of “Potential” volunteers. Further testing revealed statistically significant differences between this cohort compared to other non-volunteers based on various interventions for promoting volunteering. The implications of our novel study and an associated research agenda are discussed.

     

Salience,Valence, Context,and Integration: Conceptualizing the Needs of Sexually and Gender Diverse Youth in P–12 Schools

A framework for conceptualizing the needs of lesbian, gay male, bisexual, transgender, questioning, and other sexually and gender diverse youth is essential for guiding service delivery throughout educational settings. Review and synthesis of the literature reveals that integrating assessment of the salience, valence, and context of issues related to sexual and gender diversity facilitates affirmative practice at the individual student, group, and school-wide levels. The authors describe the components of the salience, valence, context, and integration (SVCI) model with emphasis on practical application. The theoretical and empirical support for each component of the model is also discussed.