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This study examines the differential impact that images in magazine advertising suggestive of either homosexuality or heterosexuality have on attitude toward the ad. Results support the hypothesis that homosexual imagery in advertising led to more positive attitude toward the ad among viewers more tolerant of homosexuality than among those less tolerant of homosexuality. Surprisingly, ads with heterosexual imagery were rated less favorably by viewers tolerant of homosexuality than by those less tolerant.

A qualitative study using field-based methods examined motivations for participation in collegiate team sports, the psychological and emotional rewards of team membership, and the dynamics of relationships with teammates among male athletes. Previous cross-disciplinary research largely reinforces clear and consistent gender differences within communal and agentic domains. In-depth, oral bibliographic interviews with 11 varsity athletes from basketball and soccer teams were conducted at a university in the USA. Participants spoke freely about multiple dimensions of their experiences as athletes-experiences frequently dichotomized by researchers as masculine or feminine. Analyses document that male athletes rated the importance of interpersonal and emotional relationships with teammates as valuably as they did instrumental needs. Results are discussed in terms of cultural imperatives that polarize domains presumed to be highly gender based and sex-segregated.

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