Copyright 2004. Permission granted by Sage Publications 10.1177/0193723504264409 ARTICLE JOURNAL OF SPORT & SOCIAL ISSUES / May 2004 SPORTS TALK RADIO WHEN IN ROME: HETEROSEXISM, HOMOPHOBIA, AND SPORTS TALK RADIO David Nylund This article critically analyzes the U.S.growth of sports talk radio programs, with a particular focus on its sex and gender implications. It has been argued that sports talk radio texts reinscribe dominant ideologies, namely, hege- monic masculinity. A textual and audience analysis of the most popular nationally syndicated program, The Jim Rome Show , suggests that although the program reproduces many aspects of traditional masculinity, sexism, and heterosexism, there are fissures and exceptions to the dominant, hyper- masculine discourse. For instance, Jim Rome’s liberal stance on homophobia and sports indicates that sports radio may be a place for sports fans/men to discuss gender and sexuality in meaningful ways. Hence, The Jim Rome Show serves as a mediated site where men can negotiate and reconfigure masculinity in contemporary postmodern times. Keywords: hegemonic masculinity; sports talk radio; heterosexism I am negotiating the traffic in my car on a typical harried Monday morning. As an avid sports fan, I turn on my local sports radio sta- tion. A commercial plugging the local radio station is airing: “Your hair’s getting thinner, your paunch is getting bigger. But you still think the young babes want you! That’s because you listen to Sports 1140 AM—it’s not just sports talk, it’s culture.” Next comes the loud, rhythmic guitar riffs from the Guns N’ Roses song, “Welcome to the Jungle.” As Axel Rose begins to sing the lyrics to the heavy metal song, an announcer bellows, “Live from Los Angeles. You’re listening to the Jim Rome Show.” Next, the distinct, brash voice of Jim Rome, the nation’s most popular sports talk radio host, addresses his audience of 2 million sports fans: 1 “Welcome back to the Jun- gle. I am Van Smack. We have open phone lines. But clones, if you call, have a take and do not suck or you will get run.” 2 Over the next 3 hours, the well- known host interviews famous sports figures, articulates his notoriously controversial opinions on various topics using urban slang, and takes phone calls from his loyal listeners/sports fans who speak in Rome-invented terms such as Jungle Dweller, bang, and Bugeater . 3 I listen to the program with mixed feelings. As a sports fan and long-time listener of sports talk radio, I find myself engrossed and amused; I want to know what each “in-group” Journal of Sport & Social Issues, Volume 28, No. 2, May 2004, pp. 136-168 DOI: 10.1177/0193723504264409 © 2004 Sage Publications