WHY WOMEN WATCH THE OLYMPICS: “A recent study conducted by Erin Whiteside (University of Tennessee) and Marie Hardin (Pennsylvania State University) explores these questions. The results, published in Communication, Culture & Critique, show that women prefer condensed sporting events like the Olympics to sports with longer seasons, and that in selecting which particular Olympic sport to watch, women often select events that are seen as traditionally ‘feminine,’ like gymnastics and figure skating.”