+ Cultural Images Masculinity and Femininity in Sports.

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Presentation transcript:

+ Cultural Images Masculinity and Femininity in Sports

+ These three images from Bebe Sports are supposedly ads for athletic wear— yet what is really being sold here? This woman doesn’t even look like she needs to exercise; she already has the “perfect body.” Clearly, the idea being sold is that wearing this product will instantly make your body as “perfect” as hers, while simultaneously emphasizing the importance of looking “hot” at all times, even when working out.

+ Again, we have an ad for a sports company (this time a sports news channel) that features several stereotypically beautiful women and debatably no context as to what the actual advertisement represents.

+ This image presents us with a different kind of cultural image. One may assume from the fact that this is a sports bra advertisement that the model in this photo received her bloody nose in the context of boxing or some other sport, but there is nothing else to imply this—simply a girl with a broken nose, somehow supposed to be advertising a sports bra.

+ 22_Running_2.jpg 9/11/1982_cathy_rigby_ad.jpg I would also like to focus on the types of sports women are actually shown as participating in. While we have previously seen “fitness” garb, we see above gymnastics, ice skating and running. A survey of four Entertainment Weekly revealed four images of women in movies and on television shows—a ballerina (Black Swan), cheerleaders (Glee), one boxing (Million Dollar Baby) and a cartoon of a female participant in The Hunger Games. The same magazine held four images of men as well—hockey (NHL), football (Madden NFL 11), boxing (Lights Out) and biking—all more “active,” aggressive sports.

+ This ad campaign boggles my mind. First, of course, we see the problematic nature of the suggestion that the “girl” in question must “overcome” this fact in becoming a golfer, a serious athlete, in much the same way that the male “survivor” in question must overcome his physical imperfection. It also leads us into the question of how masculinity plays out in sports.

+ In the male world, it is desirable to be an athlete because they have been elevated to a new level of “cool” or “badass.” Advertisements like the above Gatorade one portray immensely famous players like Michael Jordan in particularly awe-inspiring poses, while nothing close to this was found in women’s sports advertising

+ /cnnsi-ads-1.jpg The above ads exemplify the pressure put on boys and men not only to participate in and enjoy sports, but also to be good at them. Advertisements like the Sports Illustrated one on the left indicate that men should be all masculinity and training, all the time, while the Nike ad on the right says it even more clearly—athletic men are strong, invincible.

+ To conclude: the above image (and the mirroring image on the left) perfectly exemplify all that I have discussed. Gisele is portrayed as beautiful, flighty and smiling, while LeBron is ripped, hunched over and appears to be screaming. He embodies aggression as he grabs her waist and seems to roar, while she seems to do nothing more than enjoy it. Men are beasts, women merely objects to be sought after.