LOS ANGELES, Calif. (August 4, 2016) – Today, Geena Davis and her Institute on Gender in Media announced research findings from a new study, which surveyed members of USA Archery to examine the role entertainment media plays in archery, now the fastest growing sport in the United States. The study’s key finding is that fictional archers in films and television programs have inspired young people to take up archery, especially girls:
“Our study is the first to examine whether archers in popular film and television programs inspire people to take up the sport,” said Geena Davis. “Both The Hunger Games and Brave were released in 2012; participation in archery rose 86% from 2013 to 2014, with women’s participation increasing 105% during that period of time! It’s not surprising to me that Hollywood’s depiction of inspiring female archers has contributed to the sport’s phenomenal growth — it’s another demonstration of the powerful impact fictional characters can have on girls’ aspirations. As I always say, if she can see it, she can be it.”
“We have seen unprecedented growth in archery in the last few years, especially
among young women in the 14 to 16 age group,” said Don Rabska, vice president of Easton Foundation. “I believe we can attribute much of this archery growth to movies like Brave and The Hunger Games, where Hollywood has made the intelligent choice of creating films with girls as the heroes. This positive shift has been an enormous success, not only at the box office, but in energizing young women to go out and do physical activities that they would not likely have done previously.”
Dr. Caroline Heldman, Associate Professor at Occidental College in Los Angeles, California, conducted this study. Additional findings and detailed methodology in full report.
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