This article critically analyzes the U.S. growth of sports talk radio programs, with a particular focus on its sex and gender implications. It has been argued that sports talk radio texts reinscribe dominant ideologies, namely, hegemonic masculinity. A textual and audience analysis of the most popular nationally syndicated program, The Jim Rome Show, suggests that although the program reproduces many aspects of traditional masculinity, sexism, and heterosexism, there are fissures and exceptions to the dominant, hyper-masculine discourse. For instance, Jim Rome’s liberal stance on homophobia and sports indicates that sports radio may be a place for sports fans/men to discuss gender and sexuality in meaningful ways. Hence, The Jim Rome Show serves as a mediated site where men can negotiate and reconfigure masculinity in contemporary postmodern times.
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