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All Journal Asean Journal of Sport for Development and Peace
Judge, Lawrence W.
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Leveraging Social Science for Youth Sport Engagement: Enhancing Awareness and Consumption of the Youth Olympic Games Judge, Lawrence W.; Moore, Matt; Petersen, Jeffrey; Bellar, David; Judge, Amy; Reynolds, Jerry
ASEAN Journal of Sport for Development and Peace Vol 5, No 1 (2025): Olympic Movement and the Olympic Games in Asia (January) 2025
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/ajsdp.v5i1.82301

Abstract

The Youth Olympic Games (YOG) provides a unique platform for young athletes to compete and develop, yet there is a pressing need to understand its broader impacts on youth sports culture and development globally. Objective: This study addresses the need for a deeper understanding of public awareness and consumption intentions of the YOG considering its potential for promoting social cohesion within the Sport for Development (SFD) framework. Instruments and Methods: Utilizing a cross-sectional survey conducted during the Buenos Aires YOG, 140 usable surveys were analyzed to examine awareness and consumption intentions. Results: Results reveal significant sex and athlete-type disparities in awareness and event participation, with males and recreational athletes displaying higher levels of awareness and engagement compared to females and competitive athletes. Findings and Discussion: These findings underscore the necessity for targeted interventions to increase inclusivity and engagement among underrepresented groups. A collaborative approach, involving sports social workers and local partners, is recommended to enhance awareness and participation. By promoting the YOG as a catalyst for social cohesion and community development, its impact can be amplified. Additionally, activating the support of ex-athletes could further elevate the YOG profile. These insights provide a strategic guide for expanding the reach of the YOG and advancing SFD outcomes.
Co-Authors Bellar, David Judge, Amy Moore, Matt Petersen, Jeffrey Reynolds, Jerry