Caster Semenya as a “can-do” hero for “at-risk” girls: analyzing Nike’s neoliberal postfeminist advertisements

IF 1.1 2区 文学 Q3 COMMUNICATION Critical Studies in Media Communication Pub Date : 2023-05-27 DOI:10.1080/15295036.2023.2228382
Anna Posbergh, Samuel M. Clevenger, Caitlin E. Kane
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Abstract

ABSTRACT To solidify itself as a socially progressive global brand, the U.S.-based sports apparel corporation Nike produces and distributes advertisements featuring women from around the world as empowered, independently motivated athletes, capable of transcending all boundaries through their pursuit of athletic excellence. Some advertisements feature celebrity non-Western athletes such as South African track and field star Caster Semenya as part of an overall marketing message founded on the purportedly universal ideal of “girl power.” This article argues that Nike’s global pro-women advertising can be understood as a Western-centric, neoliberal, postfeminist branding strategy that reinforces existing social inequalities and reproduces the economic exploitation endemic to contemporary capitalism. The article analyzes three of Nike’s advertisements from 2018 featuring Caster Semenya, focusing on how each universalize and normalize particularly Western, neoliberal, postfeminist ideals. Attention is given to the advertisements’ reliance on the specific neoliberal postfeminist themes of individual empowerment and Western-centered gender norms.
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卡斯特·塞门亚(Caster Semenya)是“处境危险”女孩的“能干”英雄:分析耐克的新自由主义后女权主义广告
为了巩固自己作为一个社会进步的全球品牌的地位,总部位于美国的运动服装公司耐克(Nike)制作和发行的广告将来自世界各地的女性塑造成有能力、有独立动力的运动员,能够通过追求卓越而超越一切界限。一些广告以非西方名人运动员为主角,如南非田径明星卡斯特·塞门亚,作为建立在所谓的“女性力量”普遍理想基础上的整体营销信息的一部分。本文认为,耐克的全球亲女性广告可以被理解为一种以西方为中心的、新自由主义的、后女权主义的品牌战略,它强化了现有的社会不平等,再现了当代资本主义特有的经济剥削。本文分析了2018年耐克以卡斯特·塞门亚(Caster Semenya)为主角的三个广告,重点分析了每一个广告是如何将西方、新自由主义和后女权主义理想普遍化和正常化的。注意广告对特定的新自由主义后女权主义主题的依赖,即个人赋权和以西方为中心的性别规范。
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来源期刊
CiteScore
2.10
自引率
0.00%
发文量
34
期刊介绍: Critical Studies in Media Communication (CSMC) is a peer-reviewed publication of the National Communication Association. CSMC publishes original scholarship in mediated and mass communication from a cultural studies and/or critical perspective. It particularly welcomes submissions that enrich debates among various critical traditions, methodological and analytical approaches, and theoretical standpoints. CSMC takes an inclusive view of media and welcomes scholarship on topics such as • media audiences • representations • institutions • digital technologies • social media • gaming • professional practices and ethics • production studies • media history • political economy. CSMC publishes scholarship about media audiences, representations, institutions, technologies, and professional practices. It includes work in history, political economy, critical philosophy, race and feminist theorizing, rhetorical and media criticism, and literary theory. It takes an inclusive view of media, including newspapers, magazines and other forms of print, cable, radio, television, film, and new media technologies such as the Internet.
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