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those who can afford high registration fees and the latest running equipment, and have
a considerable income, can enter female road running events. Therefore, Taiwan’s
female road running cannot widely benefit the majority of women in Taiwan, and also
cannot impact the sporting experience of the majority of women.
Even so, given the fact that women have started to pursue a somewhat muscular
body figure, which is totally contrasting to their previous expectations of being skinny,
and that women are more willing to engage in their own clothing politics, the female
image in the media has seen a positive improvement, and is directly affecting the
willingness of women to run. Whitson (2002) also reminds us to separate marketing
discourse and the lived body experience. Though Taiwan’s female road running is based
on middle-class demand, road running, as a non-contact, participatory sport,
undermines the core values of body combat and hyper-competition in male sports, and
provides an alternative means of pursuing personal experience, self-fulfillment,
pleasure through sports, and friendship, thus offering more sporting opportunities and
options to women.
5.2 Research limitations and suggestions
As is the case in all research, this study has some limitations. In particular, one can
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point to the research method, which solely analyzes the content of six female road
running publications and six general road running publications. Adopting discourse
analysis might also lead to subjectivity instead of a comprehensive study. Meanwhile,
due to time limits and concerns about the integrity of the whole paper, I have only
conducted in-depth interviews with two sporting goods manufacturers, Nike and
Mizuno. I have not included any other important road running related actors, such as
another sporting goods manufacturer, Adidas, which also exerts a great amount of effort
on promoting female sports. Neither have I contacted the Chinese Taipei Road Running
Association which takes charge of most of the road running events in Taiwan.
The present study focuses on gender, business, and media in sports. This is not just
as a result of my personal interest, but also because it is a practical study to undertake.
Future studies could explore more on the relationship between social media and road
running, the government’s role in road running and the relationship between road
running and urban spaces based on this study.
From my personal observation, the sports/media complex has experienced changes
in Taiwan when it comes to female road running. In the era of social media, sporting
goods manufacturers have started to manage their own media or acquired the help of
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celebrities in doing promotion. Therefore, sporting goods manufacturers no longer fully
depend on traditional media (such as magazines), even though traditional media still
highly depends on the sponsorship of sporting goods manufacturers, creating an
imbalance. Therefore, future study should focus more on how sporting goods
manufacturers use social media to promote road running events.
I have noticed that most Taiwanese road running events are held in cities. They
therefore involve right of way and road traffic control, both of which are issues that
concern urban governance. Therefore, the impact of road running events can be very
large. The 2015 Taipei City Government’s new road running regulations are a good
example of the close relationship between road running and urban governance.
Interviewees in this study broadly have two different points of view regarding how the
public sector’s policy will impact upon female road running and how many women will
engage in it. Future studies probably need not target female road running alone, but can
instead consider road running events as a whole, such as in questioning how
negotiations or conflicts between public and private sectors affect Taiwan’s road
running development, and the relationship between road running and urban governance.
Besides urban governance, sports and urban spaces could be another interesting
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topic worthy of future examination. During interviews, some interviewees mentioned
that female runners have different expectations of different road running routes.
However, under the Taipei City Government’s new regulations, road running routes are
highly restricted. The question becomes, then, what kind of special scene emerges when
road running is restricted to a certain place and space? Also, how can organizers use
fixed space to create different impressions for runners? Furthermore, when daily urban
spaces turn into road running spaces, what different impressions are afforded to runners?
These are all worthwhile questions for investigation in the future.
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