How do Germans view equestrian sports and the way horses are handled? What image do equestrian sports have in Germany? Professors Dr. Britta Rathje and Dr. Isabelle Hillebrandt explored these questions.
They looked at groups with varying degrees of involvement in equestrian sports and came up with some enlightening results. They also analyzed attitudes towards equestrian sports and animal welfare, along with associations with equestrian sports, the way they are portrayed in the media, and potential improvements that can be made in equestrian sports.
Equestrian sports and the way they are portrayed in the media are generally viewed in a neutral to positive light and are strongly associated with positive terms. However, differences can be identified between the genders and in relation to equestrian sports. At the same time, there are also criticisms and demands, for example for the adjustment of monitoring mechanisms or penalties for abuse.
On the basis of the survey, four clusters were identified that differ, for example, in terms of attitude towards equestrian sports, associations, and gender: The positively disposed competitive equestrians, the neutral observers, the critical recreational equestrians, and the skeptical non-equestrians.
This categorization provides the basis for targeted implications to improve the image of equestrian sports in Germany. Important aspects include better training and education, more transparency, a positive media presence, and easier access to equestrian sports.
Would you like to find out more about our study and the findings? Click here to see more findings.
