Selling (Out) the Sporting Woman: Advertising Images in Four Athletic Magazines
| Autor: | Marie Hardin, Susan Lynn, Kristie Walsdorf |
|---|---|
| Rok vydání: | 2004 |
| Předmět: |
Organizational Behavior and Human Resource Management
Hegemony business.industry media_common.quotation_subject Commodity General Decision Sciences Physical Therapy Sports Therapy and Rehabilitation Advertising Sociology of sport Feminism Presentation Order (business) Orthopedics and Sports Medicine Competitive sport Psychology business media_common Mass media |
| Zdroj: | Journal of Sport Management. 18:335-349 |
| ISSN: | 1543-270X 0888-4773 |
| DOI: | 10.1123/jsm.18.4.335 |
| Popis: | This study examines the presentation of women in advertising photographs published in four women’s sports and fitness magazines in order to ascertain the presence of sexual difference and differentiate between advertising messages in the magazines. Researchers found strong support for sexual difference in advertisements contained in fitness-oriented magazines, and, at the other end of the spectrum, rejection of sexual difference in magazines that emphasized competitive sport. The advertising images generally provided mixed messages in regard to sexual difference. The authors suggest that the continued use of sexual difference in sport advertising images is a function of commodity feminism, which serves the capitalist hegemony. The authors discuss the need for visual representations that are truly feminist. |
| Databáze: | OpenAIRE |
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