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Podcasting the Grid: How Women in Motorsports Are Rewriting the Narrative · BREAK/FIX the Motorsports & Vehicle Enthusiast Variety Show

• 0:00
  Breakfix's History of Motorsports series is brought to you in part
• 0:04
  by the International Motor Racing Research Center, as well as the
• 0:07
  Society of Automotive Historians, the Watkins Glen Area Chamber of
• 0:11
  Commerce, and the Argettsinger family.
• 0:16
  An overview of motorsports podcasts focused on women by Mike Stokes.
• 0:21
  Modern technologies have expanded our ability to share
• 0:24
  a wide variety of interests.
• 0:25
  Motorsport, primarily focused on women in motorsport, has found
• 0:29
  social media as a medium to help grow actual participation numbers.
• 0:33
  Expanding on this theory, while also taking into consideration a
• 0:36
  later discussion on modern archival methods, this presentation will
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  overview how podcasts surrounding women in motorsports are self
• 0:43
  presenting to the public at large.
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  In particular, the thematic analysis of women's motorsport show
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  descriptions and episode descriptions will be explored, with themes
• 0:53
  and expanded research discussed.
• 0:55
  Mike Stokes is the Assistant Director for the Department of
• 0:58
  Kinesiology and Senior Lecturer of Sport Management and Leadership at
• 1:02
  the University of New Hampshire.
• 1:04
  He is one of the founding members and Editor in Chief of the Journal
• 1:07
  of Motorsport Culture and History.
• 1:09
  Mike's recent works have included a co authored book chapter about the
• 1:12
  future of Formula One, as well as work surrounding big game hunting
• 1:15
  legislation on land preserves, an economic funding model for college
• 1:20
  athletics, and critiques on K 12 coaching certifications surrounding sexual assault.
• 1:25
  Mike will be talking about an overview of motorsport podcasts.
• 1:29
  Focused on women.
• 1:30
  Mike is one of our more important people with the Oregon Singer.
• 1:34
  He's also the Journal of Motorsports History.
• 1:37
  He's the, uh, publisher, editor, chief cook and bottle washer.
• 1:42
  Take it away, Mike.
• 1:43
  Good morning, everybody.
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  Again, my name is Mike Stotes.
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  I'm from the University of New Hampshire.
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  Today's talk comes by way of a talk that really started last year by my colleague,
• 1:56
  Dan Simone, when Dan came up with a couple of other presenters and started to talk
• 2:03
  about Title IX women in motor sports.
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  And one of the things that really stuck with me through last year's symposium
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  and afterwards was, how do we make sure that women find or have space carved out
• 2:17
  for them within motor sports communities?
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  And me being one of these sneaky millennials thought, well, we already
• 2:24
  probably have a spot for that.
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  Heading back home.
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  I was listening to one of these weird, freaky podcast things, and I thought, you
• 2:33
  know, there might be something to this.
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  So the idea for this piece of original research kind of spurred
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  from last year's conference.
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  So some previous studies in motorsport that surround women suggest that
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  in a lot of ways, coming back to Danica Patrick, as mentioned
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  earlier by Mark Howe, a lot of media representations of women in motorsport.
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  Are very over sexualized, rarely, at least in popular media, do they go into
• 3:04
  the finesse, the skills and capabilities there in in terms of podcasts themselves.
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  Podcasts are heard.
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  Worldwide can, in most situations, be downloaded and heard almost free of
• 3:21
  charge for many different providers.
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  Some, there will be some sort of a fee associated with them.
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  Some have advertisements for them.
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  Really, it's a new phenomenon that occurred just after
• 3:33
  the turn of the millennium.
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  For the study itself, what I decided to look into was podcast
• 3:41
  titles, not necessarily individual podcasts themselves, but podcast
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  titles that circled around, namely, women in motorsport.
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  So we'll get to why that's a little bit of a problem later on.
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  But being an academic and how we got here, some of the background literature
• 4:03
  surrounding podcasts, podcasts have been used in a couple of different ways.
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  In particular, sport is one of the most popular venues for podcasts
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  to be housed within sport podcasts.
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  Some of the previous literature suggests that sport podcasts can be used as a
• 4:25
  way to bring Folks from diverse, and in many instances, repressed groups,
• 4:33
  socially, economically, or otherwise.
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  Other podcast literature suggests that podcasts today, when we think of K 12
• 4:43
  and even higher education, are being used as ways to help students learn.
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  For example, one of my colleagues has a podcast dedicated solely to
• 4:54
  adapted physical education, so think Paralympics, Paralympic Games, in which
• 4:58
  he uses to re emphasize Key points from different lectures, classes, et cetera.
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  And it has helped out tremendously with retention for his students.
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  Lastly, within sport podcasts in particular, listeners self identify
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  themselves as A, listening to podcasts to try and increase their overall
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  knowledge for a particular sport podcast subset, but B, also self identify
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  as being higher than your average intellect for a sport fan in that.
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  So, meaning, if somebody were listening to, let's say, a basketball
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  podcast, they would identify themselves as somebody who may know
• 5:37
  the NBA better than an average fan.
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  To tie this in somewhat with the ideas I got from Dan's roundtable
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  last year, I decided to go with a theory called archival theory, which
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  archival theory is essentially how librarians in particular Choose which
• 5:56
  artifacts, be that books, collections, photography, video, digital media as well.
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  What is represented in their library coffers?
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  What are they spending money on to keep these things around and
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  available for public consumption?
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  One of the main critiques of archival theory is something that we'll talk
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  about a little bit at the end, too.
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  This idea called appraisal, and how we evaluate one piece of memorabilia
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  or artifact versus another.
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  And why we may keep one versus the other.
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  Sternfeld, in particular, decided to expand on archival theory beyond
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  your brick and mortar libraries and suggested that, hey, this wacky
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  internet thing may actually be a good place to expand archival theory and
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  start to look at more of a bottom up approach of what fans are wanting to
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  listen to or find on the internet.
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  Last off, the women in motorsports literature.
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  Without beating a dead horse too much, very over sexualized representations of
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  female athletes tended to occur up until and still today, but in particular it was
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  a focal point of the 2010s in literature.
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  Before we go into what all of these weird looking phrases are, I want to
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  describe how we got the sample and kind of what that looks like for this study.
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  The sample consisted of podcasts that falls under one general category that
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  focuses solely on women in motorsport.
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  What that means is A really, there weren't that many podcasts found from
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  a general search of women in motorsport via Google in particular, seeing
• 7:48
  as how it is still the most popular search engine in the world and coming
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  from a perspective of not being an intensely listening podcast consumer.
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  Meaning that they may be fairweather and just seeing what's out there.
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  Sure, we could have went through and used these same search terms through
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  Google Podcasts, Spotify, and others.
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  The way we wanted to attack this was from how a general consumer
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  may try and find this information.
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  So, some of the things that are left out.
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  Danica Patrick's podcast, that may or may not be conspiracy theory laden, was
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  left out because the focal point wasn't.
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  necessarily on motorsport.
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  Further, there are a number of different overarching podcast titles that may have a
• 8:37
  bunch of little subtitles underneath them.
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  So for example, one of them in our data set.
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  Women in motorsport hosted a variety of different shows that focused on women in
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  motorsport, but from different angles.
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  Similarly, there are other podcast titles that may have
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  special once a month episodes that focus on women in motorsports.
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  Those were not included in this, mostly because the main focal point,
• 9:08
  again, wasn't expressed in the title.
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  And it could be a secondary type of interest for the host and podcasters
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  getting to what's on the slide what we did and what we found was using a general
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  search term, women in motorsport, we were able to find at first it was only five.
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  Then it became eight, then it became 12, but at first a whopping five podcasts that
• 9:34
  fit a very general Google search criteria of the eventually 12 that we would find.
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  We just stuck with the original five copied all of the descriptions.
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  from each of the episodes, as well as the title, descriptions, et cetera, the
• 9:51
  show descriptions, et cetera, put them in a word document and did something
• 9:56
  called an inductive thematic analysis.
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  So essentially what that is, after transcribing all of these
• 10:02
  things, we went through line by line and inductively reasoned that
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  this line is suggesting X or Y.
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  Afterwards, we went back through the entire data set one more time,
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  went line by line through each of these combined related terms.
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  And, we came up with general overarching themes and some sub themes therein.
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  Alongside of that data collection, we collected how many episodes were under
• 10:34
  each title, which as you can see, vary greatly, from 8 all the way up to 197.
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  From a Wendy's Were Published perspective, Women in motorsport was
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  the longest tenured going back to 2016.
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  All of our data collection ended roughly September of this year.
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  Average run times.
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  We also kept those as well.
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  Some discussions that had with others about.
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  Podcasts and how long a podcast should be range anywhere from five minutes
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  for just quick bits, quick news bits, things of this sort all the way up to two
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  hours if it's an in depth conversation here, we found that the average hovered
• 11:18
  just below 40 minutes per podcast.
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  Obviously, there were some outliers, some of which included trailers, such as a
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  30 minute snippet of, Hey, tune in when we're going to talk with such and such.
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  Some of the results, on the left side of each of the following slides, are
• 11:36
  the themes that we generated, myself and a student that helped me out
• 11:41
  with this, named Caleb McChesney.
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  We went through all of the data sets and By ourselves.
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  Came up with these themes.
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  Agreeing, disagreeing at parts.
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  On the far side to me, you'll see a bunch of these word bubbles.
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  These word bubbles were put together by a software called Lexamancer.
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  Nowadays we think of a software such as Chatbot GPT that's been all over the news.
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  Think of LexaMancer as sort of a dumbed down version of Chatbot GPT.
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  Its main function is to find connections between different words.
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  And the way that we use that, at least in qualitative research, is
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  to help certify that what we're seeing is generally correct.
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  From each of these, some of the data points were not sufficient.
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  I will say that to be really verified VOX and answer, we could
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  talk about that when we get there.
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  We broke these down into different subsects being.
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  The title and title descriptions and each of the individual podcast
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  title and episode descriptions.
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  This slide is the overall results of when we put all of the codes together
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  across all of the titles, etc.
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  So the major themes included on track elements.
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  So here we're discussing racing.
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  We're talking about rules.
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  We're talking about results.
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  We're talking about ingenuity, talking with racers, things of this sort.
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  Career advancement was a very interesting one in that it
• 13:21
  happened in two different ways.
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  You had racers and administrators within motorsport.
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  We're talking about how they advanced to whatever position that.
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  They eventually were in, be it chief engineer, CFO, CEO, things of this sort.
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  And then some of it was career advice and almost like a networking opportunity.
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  Next we had equity in motorsport.
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  So this theme itself was more positive than it may come out on the slide.
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  In that, sure, there were minor sub themes that suggested that equity in motorsport.
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  Might actually be still a toxic environment, but overall equity
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  and motorsport was talking more so about developmental opportunities
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  in particular for women.
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  Then we have show elements, which this one goes more into
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  the nitty gritty of podcasts.
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  So these would be things such as advertisements for an
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  upcoming show talking about who they would be interviewing.
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  A lot of times we would see.
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  The hosts mentioned things that they were doing.
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  So, for example, one of the major sub themes from a couple of
• 14:32
  different shows was the hosts would talk about, in particular, F1.
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  They would talk about their experiences in going to Formula One race at Silverstone.
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  Miami and others.
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  Some minor things that we found in particular to the Women in Motorsport
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  podcast were life away from the track.
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  So what were folks doing behind the scenes, which ties in a lot with other
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  more social media based sport research.
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  A lot of early social media research suggested that people
• 15:05
  were getting involved at the time, mainly Facebook and Twitter.
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  It's expanded now obviously to TikTok and others in that folks were getting
• 15:13
  on these platforms and following sports personalities because they had the chance
• 15:17
  of interacting with them and seeing what they were like without the helmet on.
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  When they weren't in a car and then the last one life advice and struggles the
• 15:26
  one podcast women in motorsport Went on during the pandemic in which a substantial
• 15:32
  amount of that data set was geared towards Getting folks through the pandemic.
• 15:37
  Sorry if that brings up bad memories From just the grandiose podcast titles and
• 15:44
  podcast descriptions, the major themes that emerged from that were inspiration.
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  A lot of times in this theme that they would talk about why racers.
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  Particularly women would get involved.
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  Why the hosts themselves wanted to get involved in this podcast elements, which
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  we went over before social media, which was more so to help bolster other handles
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  and such, such as Twitter handles, follow us on particular blogs or if they had a
• 16:15
  different host site and sustainability sustainability here, meaning green
• 16:20
  initiatives, things like formula E.
• 16:23
  So again, those were just the titles and now going into the
• 16:25
  specifics per podcast itself.
• 16:29
  So the themes that we saw in particular for the Females in Motorsport podcast were
• 16:36
  show elements, obviously talking about what would happen within this podcast.
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  elements.
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  A lot of times data from this portion would talk about things
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  such as the politics of racing.
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  So going behind the scenes of why certain opportunities were given versus not.
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  And then career advancement, which we mentioned previously.
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  Some of the on track elements were, if we look at the bubble slash Lexamancer
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  part, we're tied in with STEM initiatives.
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  Some STEM initiatives obviously tied in with sim racing, For girls
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  on the grid again, we had show elements again, what's coming up,
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  who's coming up, things of this sort.
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  One of the most interesting elements from this data set included.
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  Some of the career development aspects, including talking with and putting
• 17:32
  forward almost more so than others, administrators within motorsport who
• 17:38
  were women, including discussions with Sabre Cook, mechanical engineer and
• 17:45
  racer in the W Series or former W Series.
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  Renee Winterbottom, who was a data engineer and Rami Mayer.
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  As an engineer for triple a racing.
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  So this podcast in particular almost went out of its way to find
• 17:59
  women in these spheres, almost as a way to try and inspire the next
• 18:04
  generation and show that women can be involved in motorsport as well.
• 18:09
  Girls across the grid.
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  This one in particular podcast had the least amount of episodes available and
• 18:17
  published and was a little bit more.
• 18:22
  relaxed and conversational in tone.
• 18:26
  So some of the elements that we would see in particular for the show would be
• 18:32
  discussions about weekend activities.
• 18:35
  We'll put it that way.
• 18:37
  We also saw a little bit here of off track performances and off track activities
• 18:44
  Circulating around which Formula One racer was dating whom and such.
• 18:50
  Not really many interviews with that one.
• 18:53
  Then we had F1R for the girls.
• 18:56
  This one had many of the same elements that we saw in the beginning.
• 19:01
  But one of the bigger things that we did see from this one Was equity
• 19:08
  within motorsports and here we saw more of the negative themes of equity
• 19:14
  IE inequity start to pop up more We don't have the opportunity to advance
• 19:19
  in some of these Positions most of the formula one or similar drivers
• 19:23
  academies are not accepting women for X Y Z reasons Things of this sort.
• 19:29
  Then the biggest data set was the Women's Motorsport Network, which again
• 19:34
  had a variety of different shows here.
• 19:38
  The podcaster themselves would talk with a number of very interesting individuals
• 19:44
  that were almost motorsport adjacent and more car enthusiast adjacent.
• 19:49
  For example, a jeweler who would take cars from her husband's garage that were
• 19:57
  completely totaled and Would make jewelry out of the wreckage and try to paint it
• 20:03
  from factory original colors as well.
• 20:06
  So there was a lot of ingenuity there.
• 20:08
  We also saw in particular from this data set, more girls, i.
• 20:14
  e.
• 20:15
  Under 18 age 18 year olds getting involved not only as drivers But also in
• 20:21
  administrative roles such as doing things like play by play color commentary Calling
• 20:27
  the race in one instance an engineer So in this data set we saw a lot of very unique
• 20:35
  things life advice and struggles We went over a little bit in the beginning so
• 20:39
  I won't hammer that one Okay, so we got all this data, so what does this suggest?
• 20:46
  At the start of this project, to be very blunt, I thought that most of the
• 20:52
  podcast would turn out extremely negative.
• 20:55
  But overall, the vibe, if you will, was extremely positive, minus a few instances.
• 21:02
  Within archival theory, just being an academic for a second, We can see how
• 21:07
  in certain podcasts, in particular the ones that had the most episodes
• 21:12
  and were running the longest, we can almost see appraisal working in action.
• 21:18
  Appraisal here meaning how we evaluate one artifact versus another.
• 21:23
  How we evaluate one podcast versus another.
• 21:27
  The longevity very much suggests that they will still be around and that there is a
• 21:31
  fair amount of interest from listeners.
• 21:35
  A little bit of a deviation from previous sport literature that involves women.
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  Our data suggested that there was a lot more talk around the
• 21:43
  technical aspects of the sport.
• 21:45
  Some of the other technical aspects not already overviewed.
• 21:48
  We talked about engineering a fair amount, but different race
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  aspects too, and development.
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  Things that we haven't necessarily seen in other sport related literature.
• 21:57
  And that there needs to be some sort of a push for greater access.
• 22:02
  We did see that in particular with STEM.
• 22:04
  Again, a little bit of a negative connotation, but it was usually coupled
• 22:08
  with some sort of positive aspect.
• 22:11
  Implications and future research.
• 22:13
  One of, again, the biggest limitations for this study was that we weren't
• 22:19
  able to capture every little bit.
• 22:22
  of women and motorsport related podcasts, be it individual
• 22:26
  episodes or even show titles.
• 22:29
  This limitation is more systemic and goes back to podcasts themselves.
• 22:34
  Within podcasts, you cannot necessarily put in what we call
• 22:39
  search engine optimization terms.
• 22:41
  In other words, how Google finds Certain websites and other elements.
• 22:46
  Those have not been fully integrated into podcasts as of yet.
• 22:52
  Now, the podcasts that we did find that didn't directly match the search term
• 22:57
  usually had a separate web page that worked as a housing unit that linked you
• 23:02
  to Here's where our podcasts are available on Spotify, Google Podcasts and others.
• 23:08
  In future research and in continuing with this, obviously getting those little
• 23:13
  remnants and finding out what's going on in more of your one off type episodes as
• 23:18
  well as the A little bit harder to find podcasts would absolutely be necessary.
• 23:25
  And one other consideration that we could have is interviewing or doing
• 23:30
  some sort of survey with podcast hosts or if available, their audiences to
• 23:35
  find out from a uses and gratifications lens why they find equity in
• 23:40
  listening to these podcasts and such.
• 23:43
  With that, we'll open it up for questions.
• 23:45
  Thanks for your attention.
• 23:48
  Thank you, Mike.
• 23:49
  Thank you, Mike.
• 23:50
  I feel somewhat qualified to ask this question.
• 23:53
  Please.
• 23:54
  You obviously focused on podcasts that entirely focus on, you
• 23:58
  know, women in motorsports.
• 24:00
  Do you think that perhaps if we are looking at where women have
• 24:04
  come, that maybe it's time to shift towards It's a focus on women as
• 24:09
  drivers, women as mechanics, not just for the sake of women as women.
• 24:13
  Yes, I totally 100 percent agree with you that we need to be focusing
• 24:17
  on the content of the competitor as opposed to their gender or sex.
• 24:22
  Absolutely.
• 24:23
  100%.
• 24:24
  And I think a lot of the literature that came out at the end of the
• 24:28
  2010s suggested as such across all sporting types, not just motorsport.
• 24:33
  One of the, you know, reasons Janet Guthrie, you know, Denise
• 24:35
  McCogge were so successful is they viewed themselves as drivers first.
• 24:39
  But I would say, you know, obviously very interesting research.
• 24:42
  I'd love to see not just the cause, but also the effect looked into.
• 24:47
  So who are these podcasts reaching?
• 24:49
  Who is actually watching these podcasts?
• 24:51
  Is it younger women, women from their 30s to their 50s?
• 24:55
  What is the actual quantifiable success of these podcasts in
• 24:59
  getting women actually involved in motorsport and not just sort of.
• 25:03
  Qualitative research is more exploratory, if you will, right?
• 25:06
  So we're trying to break some ground in some area that hasn't
• 25:09
  really been looked at because we don't know what's going to happen.
• 25:12
  For the, who watches, or listens, watches if it's video one, definitely
• 25:18
  one of the future research areas could be surveying audiences for these major
• 25:24
  podcast titles for women in sport.
• 25:26
  That's where you would get the, how do you identify, age bracket.
• 25:31
  All of those like census questions that we all love taking so much, right?
• 25:35
  That would be one way that we could look into it.
• 25:37
  In terms of involvement and actionable items to get more
• 25:41
  women involved in sport, that one definitely goes way beyond podcasts.
• 25:45
  I will definitely say that, but I will say that podcasts probably will
• 25:49
  play at least a minor role in getting more women involved moving forward.
• 25:53
  in particular with the popularity of podcasts for your
• 25:57
  Two to 17 year old audiences.
• 26:01
  All right.
• 26:01
  Thanks again, everybody for your time.
• 26:07
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