Ann Pegoraro | Gordon S. Lang School of Business and Economics

Ann Pegoraro

Lang Chair In Sport Management
School of Hospitality, Food and Tourism Management
Email: 
pegoraro@uoguelph.ca

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Ann Pegoraro is the Lang Chair in Sport Management currently holds an appointment as a Full Professor in the School of Hospitality, Food, and Tourism, all at the University of Guelph. Dr. Pegoraro is also the co-Director of the National Network for Research on Gender Equity in Canadian Sport. She is an experienced leader with a demonstrated history of working with the sport industry. Ann is a strong professional skilled in Applied Research, Partnership Development, Digital Media, Gender Equity, Nonprofit Organizations, and Sport Consumer Behavior. Dr. Pegoraro's research focuses mainly on sport consumers, marketing and communication, including how different forms of media are used to establish connections with consumers of sport at all levels from amateur to professional. Dr. Pegoraro’s research has been published in journals such as Sex Roles, Communication and Sport, American Behavioral Scientist, Journal of Sport Management, and Online Information Review. Her recent work in digital media and innovation is focused on analytics, gender and diversity.

Doctor of Philosophy (Ph.D.), The University of Nebraska, Lincoln

Master of Business Administration, Laurentian University

Post-Graduate Diploma, Public Administration, Laurentian University

Hons Bachelor of Arts, Geography/Economics, Laurentian University

 

 

gender equity

diversity

digital sport

sport consumer behaviour

sport marketing

Recent Publications

Fredericks, E., Pegoraro, A. and Schmidt, S. (in press) I’m not going to the f***ing White House:” Twitter reacts to Donald Trump and Megan Rapinoe. Communication and Sport

Romney, M., Johnson, R., Hull, K., and Pegoraro, A. (2020) Shared Space: How North American Olympic Broadcasters Framed Gender on Instagram Communication and Sport https://doi.org/DOI:10.1177/2167479520932896 

Woodruff SJ, Coyne P, Fulcher J, Reagan R, Rowdon L, Santarossa S, Pegoraro A. (in press) Social media’s reaction to the latest version of Canada’s Food Guide Can J Diet Pract Res

Toffoletti, K. Pegoraro, A. and Comeau, G. (2019) Visual Expressions of Sport Fandom on Instagram at the FIFA Women’s World Cup Communication and Sport https://doi.org/10.1177/2167479519893332

Smith, L. and Pegoraro, A. (in press). And you are Nothing: Examining Newspaper Framing of the Nassar Scandal. Journal of Child Sexual Abuse https://doi.org/10.1080/10538712.2019.1703233

Naraine, M., Pegoraro, A. and Wear, H. (in press). #WeTheNorth: Examining an online brand community through a professional sport organization's hashtag marketing campaign. Communication and Sport https://doi.org/10.1177/2167479519878676Watanabe, N., Pegoraro, A., Yan, G. & Shapiro, S. (2019) Does Rivalry Matter? An Analysis of Sport Consumer Interest on Social Media. International Journal of Sport Marketing and Sponsorship https://doi.org/10.1108/IJSMS-07-2018-0070

Frederick, E., Pegoraro, A. and Smith, L. (in press) An examination of Michigan State University’s image repair via Facebook and the public response following the Larry Nassar scandal. Communication and Sport https://doi.org/10.1177/2167479519852285

Yan, G., Pegoraro, A. and Watanabe, N. (in press) Examining IRA Bots in the NFL Anthem Protest: Political Agendas and Practices of Digital Gatekeeping Communication and Sport https://doi.org/10.1177/2167479519849114

Harrison, G., Pegoraro, A., Romney, M., and Hull, K. (in press) Angry Black Woman: How Race, Gender, and American Politics Influenced User Discourse Surrounding the Jemele Hill Controversy The Howard Journal of Communications. https://doi.org/10.1080/10646175.2019.1608483

Hull, K. Romney, M., Pegoraro, A., and Harrison, G. (2019) It’s Funny to Hear a Female Talk About Routes Journal of Social Media in Society Vol. 8(1), 35-54

Allison, R., Pegoraro, A., Frederick, E. and Thompson, A. (2019) When Women Athletes Transgress: An Exploratory Study of Image Repair and Social Media Response Sport and Society http://dx.doi.org/10.1080/17430437.2019.1580266

Smith, L.R., Pegoraro, A. and Cruikshank, S. (2019) Tweet, Retweet, Favorite: The Impact of Twitter Use on Enjoyment and Sports Viewing Journal of Electronic and Broadcast Media https://doi.org/10.1080/08838151.2019.1568805 

Select Presentations

Taks, M. & Pegoraro, A. (2020) The Role of Social Media in Social Impacts Experiences of Sport Events. North American Society for Sport Management, virtual conference

Pegoraro, A. and Comeau, G. (2019) #GenderEquity – An Analysis of Digital Protests for Pay Equity in Women’s Sport NASSS, Virginia Beach, Nov 7-9

Johnson, R.G., Romney, M., Hull, K. and Pegoraro, A. (2019) How North American Olympic broadcasters framed gender on Instagram AEJMC, Toronto, Aug 7-10

Pegoraro, A., Yan, G., and Watanabe, N. (2019) Examining IRA Bots in the NFL Anthem Protest: Political Agendas and Practices of Digital Gatekeeping. Social Media and Society Conference, Toronto, July 19-21

Brown, N., Pegoraro, A., Agha, N. and Berri, D. (2019). Watch Me Work: The Impact of Twitter Broadcasts on Fan Engagement on WNBA Social Media Accounts. North American Society for Sport Management, New Orleans LA May 28-31

Hull, K. Romney, M. Pegoraro, A. & Harrison, G. (2019) It’s Funny to Hear a Female Talk About Routes”: Online Reaction to Cam Newton’s Comments About a Female Reporter International Communication Association (ICA), Washington DC May 24-28

Smith, L. and Pegoraro, A. (2019) And You are Nothing: Examining Framing Within the Media Coverage of Larry Nassar. International Communication Association (ICA), Washington DC May 24-28

Pegoraro A. and Berri, D. (2019) Who’s Winning Trump or the NFL? An Analysis of online conversation on Game attendance and TV Ratings 12th Summit on Communication and Sport, Boise, ID. March 28-31

Frederick, E., Pegoraro, A., Smith, L. (2019) An Examination of Michigan State University’s Image Repair and the Public Response following the Larry Nassar Scandal Paper accepted for presentation at the 12th Summit on Communication and Sport, Boise, ID. March 28-31

Frederick, E., Pegoraro, A. and Sanderson, J. (2019) Athletes in the Age of Trump: An Analysis of Donald Trump’s Tweets Paper accepted for presentation at the 12th Summit on Communication and Sport, Boise, ID. March 28-31

Smith, L. and Pegoraro, A. (2019) They Speak, But Who Listens? The Effect of Sports Media Exposure on Rape Myth Beliefs and Intentions to Speak Up Regarding Sexual Assault Paper accepted for presentation at the 12th Summit on Communication and Sport, Boise, ID March 28-31

Lebel, K., Pegoraro, A., & Harman, A. (2019) It’s Dude Time 2.0: An Examination of Canadian Sport News Coverage on Twitter. Paper accepted for presentation at the 12th Summit on Communication and Sport, Boise, ID.

Rich, K. and Pegoraro, A. (2018) Rural Hockey Heroes: What Happens when you Challenge the Dominant Narrative of #HumboldtStrong? North American Society for the Sociology of Sport, Vancouver, BC Nov 1-3

Pegoraro, A. (2018) #TakeAKnee: Exploring the role of strong and weak ties in this online movement. North American Society for the Sociology of Sport, Vancouver, BC Nov 1-3

Naraine. M., Pegoraro, A., and Wear, H. (2018) #WeTheNorth: The Emergence of Online Subcommunities within a Professional Sport Organization’s Hashtag Marketing Campaign North American Society for Sport Management June 7-9

Frederick, E., Pegoraro, A., Smith, L. and Schmidt, S. (2018) Soapbox or revolution: A discussion of athletes, activism and social media. 11th Summit on Communication and Sport, April 26-28

Allison, R., Pegoraro, A., and Thompson, A. (2018) #TakeAStand: Response to Activism in the WNBA 11th Summit on Communication and Sport, April 26-28

Frederick, E. and Pegoraro, A. (2018) Scandal in college basketball and the public response: A case study of the University of Louisville. 11th Summit on Communication and Sport, April 26-28

Hull, K., Pegoraro, A. and Romney, M. (2018) Gender, Framing and the Olympics: A visual framing analysis of the official Olympic Instagram accounts for NBC and CBC. 11th Summit on Communication and Sport, April 26-28

HTM 2020 The Business of Sport and Event Tourism