Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Master of Science in Agricultural & Extension Education (MS)

Degree Level

Graduate

Department

Agricultural Education, Communications and Technology

Advisor/Mentor

Rucker, Jill K.

Committee Member

Cox, Casandra

Second Committee Member

Vehige, Grace

Keywords

Bullfighting; Q-Methodology; Rodeo; Spectator Events; Sports Media; Western Sports

Abstract

Western Sports occupy a unique position within American Culture, reflecting traditions rooted in agricultural communities and livestock practices, while also evolving as contemporary spectator events. Despite the growing visibility of Western Sports through media coverage on various digital platforms, there is limited research on how general audiences perceive the sport, which is the purpose of this study: to examine how viewers perceive the sport. This study examines viewer perspectives regarding the sport across various digital platforms, due to limited research on how general audiences perceive the sport while employing Q-Methodology to identify shared perspectives among spectators. A total of forty individuals from the Southeastern United States completed a Q- Sample in which they ranked statements related to Western Sports according to the level to which they most and least relate to. Q-Samples were analyzed using the Ken Kade Analysis Program, with centroid factor extraction and varimax rotation. Three distinct factors emerged, representing shared perspectives among participants. The findings revealed three primary perspectives: a bipolar viewpoint contrasting stewardship and traditions, with modernization. A perspective emphasizing women’s inclusion for industry growth and audience expansion. A reservation for cultural authenticity, with participants valuing traditions associated with Western Sports. Across all factors, participants expressed shared concerns regarding animal welfare and the role of technology shaping the sports’ future viewership. These findings suggest that viewers perceive Western Sports as both a cultural tradition and an evolving entertainment industry, highlighting the importance of balancing traditionalism and modernization.

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