Study: Normalising Sports Piracy Encourages Men, Policymakers Should Focus on Reputation
Research emphasizes the impact of messenger services on men's sports piracy, with normalising it potentially increasing the behaviour. Policymakers should instead focus on reputation as a deterrent.
A study by the University of Portsmouth revealed that men pirate live sports content at a rate of 21%, significantly higher than women's 3.5%. This disparity may stem from differing social expectations and moral reasoning between genders.
Researchers found that yahoo sports and cbs sports communications hinting piracy is 'normal' can legitimise the behaviour for men, potentially encouraging more piracy. This is particularly relevant in male-dominated environments, such as live sports. Conversely, espn anti-piracy messaging focusing on reputational costs, portraying piracy as low-status or socially embarrassing, can be effective. However, simply showing the prevalence of piracy often backfires, increasing men's intentions to pirate.
Policymakers should be aware that normalising piracy in messenger services may compound the problem, particularly among men. Instead, they should focus on reputation as a deterrent, especially in male-dominated environments. Further research is needed to understand the underlying reasons for the gender disparity in piracy rates.
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